TO DRIVE STANDARDS MAKING DATA-DRIVEN DECISIONS ACROSS A FRANCHISE ESTATE - CASE STUDY - Feed It Back
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CASE STUDY
MAKING DATA-DRIVEN DECISIONS
TO DRIVE STANDARDS
ACROSS A FRANCHISE ESTATE
CASE STUDY
MAKING DATA-DRIVEN
DECISIONS TO DRIVE
STANDARDS ACROSS A
FRANCHISE ESTATE
“Through its easily digestible
monthly reports and true
insights, Feed It Back has
become a crucial tool we use
to inform almost all senior
business decisions.”
Shaun Cremins,
Brand Director, Black
and White Hospitality
Making data-driven decisions to drive
“At the time, we were using a
mystery diner service to gather data,
but it just wasn’t delivering the
standards across a franchise estate volume and quality of data needed
to glean any meaningful business
analysis from the insight. We had a
Black and White Hospitality, the 48-strong group of restaurants across its seven brands, look around the market to see what
is no stranger to the complex nature of running a large f ranchise estate. To ensure brand was available and decided to bring
onboard Feed It Back early last year.
standards are met and reflect the stringent and precise approach of its chef proprietor,
“A key driver in us choosing to work
Marco Pierre White, it turned to Feed It Back to give total transparency on the performance
with Feed It Back was the synergies
and reputation of its estate. between our two businesses. Carlo,
Julia and the team are incredibly
passionate and knowledgeable about
SHAUN absolutely imperative that we gather
the industry, they shared our appetite
CREMINS, true insight on the guest experience
and vision to grow and we decided
Brand Director, to ensure we can make informed
they were the right partner for us.
Black and White business decisions to drive growth.
Hospitality,
“I joined Black and White
explains: “We are entering an
Hospitality nearly two years ago, from
“For those not familiar with a background working in retail with exciting period of growth,
Black and White Hospitality, we big brands and independents. In forecasting to open at least
currently operate 48 restaurants previous roles, Net Promoter Scores
10 restaurants a year, and we
across seven brands, predominantly (NPS) were a vital tool used to help
located in hotels. We operate on make brand decisions, but, when I
fundamentally believe Feed
a franchise model and the central arrived, it was clear Black and White It Back is the right partner to
menu development and innovation Hospitality didn’t have a robust help us achieve this growth.”
is overseen by Marco himself, in and trustworthy system that was
Shaun Cremins,
collaboration with Black and White delivering a high volume of results.
Hospitality. As we don’t directly Brand Director, Black and
White Hospitality
manage the majority of our estate, it is
2 3
CASE STUDY
MAKING DATA-DRIVEN
DECISIONS TO DRIVE
STANDARDS ACROSS A
FRANCHISE ESTATE
“IN THE with driving guest feedback, so set
HOSPITALITY ourselves the target of 1,000 pieces of
BUSINESS, coverage which we’re easily achieving.
everything has The platform allows us to quickly
to be orientated and effectively see what specifically
around improving is driving negative and positive
the guest experience. Firstly, you need reviews across our brands, so that
to achieve consistency across your we can make senior level decisions
estate, then you can look at tweaking about changing the proposition or
the model and fine tuning the levers introducing additional training.
that will improve the experience, all
“For example, when looking at
the time monitoring feedback to track
feedback across our Steakhouse
what progress has been made.
group, we identified that one of the
“Thanks to the Feed It Back primary drivers of negative feedback
platform, we now receive over 1500 was inconsistency in the cooking
“Another benefit came from looking at the monthly insight
report, and understanding there were certain pinch points
during the day that over indexed with negative reviews
because of wait times. Digging deeper, it was clear this was
because the staffing levels were wrong, which in turn was
impacting our reputation.”
Shaun Cremins,
Brand Director, Black and White Hospitality
meat suppliers for every Senior Chef
pieces of feedback a month across of the steak. Consequently, we
in the business. As a result of this
our business. We are very eager not adapted our training approach and
approach, we have subsequently seen
to overly disrupt the guest dining implemented an immediate steak
a shift in positive reviews, highlighting
experience by being too pushy masterclass in conjunction with our
the success of the action.
“Another benefit came from
looking at the monthly insight report,
and understanding there were certain
pinch points during the day that
over indexed with negative reviews
because of wait times. Digging
deeper, it was clear this was because
the staffing levels were wrong, which
in turn was impacting our reputation.
With the richness of trustworthy
information from Feed It Back, we
had the tools needed to highlight
this issue and drive through these
changes with franchisees.
“Our NPS scores have risen by
25% over the 12 months we
have been working with Feed
It Back.”
Shaun Cremins,
Brand Director, Black
and White Hospitality
4 5
CASE STUDY
MAKING DATA-DRIVEN
DECISIONS TO DRIVE
STANDARDS ACROSS A
FRANCHISE ESTATE
“OTHER WINS “Hospitality is a fast-evolving “FROM THE INSIGHT, we could clearly
ARE MUCH industry and you have to be see that, while customers enjoyed
EASIER TO pragmatic and flexible to meeting the the Italian elements of the menu,
COME BY. It ever-changing wants and needs of they felt we were under-indexing
might seem the consumer to keep guests coming the traditional New York elements,
simple, but the back for more. As such, we regularly such as hot-dogs and surf and turf.
wait time for the bill was something review our menus, in consultation With this insight, we introduced
that was clearly frustrating guests with Marco Pierre White, to ensure the these elements, along with more
across the estate. As it is the final menus are fresh and in keeping with innovative dishes, which have all been
action before leaving a restaurant, the latest trends. performing extremely well.
it was impacting their overall
“Feed It Back has become an “Through its easily digestible
experience and driving them to leave
integral tool we use to inform our monthly reports and true insights,
a negative review. We swiftly dealt
new menu innovation, both looking Feed It Back has become a crucial
with this by taking a firm line on
at trends in feedback to understand tool we use to inform almost all senior
wait times for the bill and have seen
what guests like, and don’t like; but, business decisions. We are entering an
a vast improvement. It might seem
also in helping us implement the new exciting period of growth, forecasting
simple, but it’s only when you have
menu and trial new dishes. to open at least 10 restaurants a year,
the irrefutable true data in front of
and we fundamentally believe Feed
you in black and white, that you can “When looking to relaunch the
It Back is the right partner to help us
push through changes and track their evolved version of our New York Italian
achieve this growth.”
impact. brand, we used feedback to inform all
our decisions. This wasn’t just limited
“As a direct result of these actions,
to food and drink, but also the look
we have seen quality and consistency
and feel of the brand and desired
improve across all areas of the
atmosphere. We revised everything
business, which has translated into an
from training manuals, menu design,
increase in positive feedback. In fact,
restaurant design, speed of service,
our NPS scores have risen by 25% over
as well as the food and drink offer, all
the 12 months we have been working
with the help of the platform.
with Feed It Back.
6 7
We would like to thank
for the use of images and
contributing to this case study.
INTERESTED IN LEARNING HOW WE CAN
HELP YOU DRIVE SALES? GET IN TOUCH:
+44(0) 1483 563949
allears@feeditback.co.uk
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