By offering diners the discretion of rating their experience on a Digital Bill Folder rather than offering their compliments – or otherwise – directly to the waiter, restaurants not only gain sky-high response rates, they also obtain the kind of straight-talking feedback necessary for an analytical approach.
Although diners are only asked five questions, the total number of queries in the survey loop posed to different diners at different times is 50. All questions are devised by industry experts and processed by Artificial Intelligence (AI). And the resulting business intelligence is displayed in real time on a single dashboard compatible with any device.
“The information displayed on our feedback dashboards includes key data, such as overviews of positive and negative feedback, trend lines of overall guest satisfaction over time, response rates and performance levels in relation to pre-defined category goals (rated 1-6).
“Furthermore, restaurant chains can currently benchmark a number of factors for internal use among affiliated outlets, either comparing individual outlets or groups of outlets, to identify best-practice performers and those underperforming. We will also introduce anonymous external industry benchmarking – and we are working on offering regression analyses,” Fredrik Amundsen explains.
In food courts, hotels and canteens, feedback can also be facilitated by guests scanning a QR code. But what can encourage out-and-about diners to do so?
“Restaurants where the Digital Bill Folder is used clearly have the highest response rate, while our other solutions require guests to take action to provide feedback – such as scanning a QR code, replying to an email, text message or push message.
“We see a tendency for younger people to give feedback more often with QR codes, presumably because they are more used to smartphones. We also have a number of incentive schemes for QR-code users where they can spin a wheel of fortune and win a prize they get immediately. This is probably more attractive to a younger audience. The overall response rate with QR-code use is between 10-25 percent,” Fredrik Amundsen says.
Consumers using apps to order fast-food from providers partnered with Loopon will receive a text message, push message or email one hour after collecting their order inviting them to take part in a four-step Foodback survey uniquely designed for fast-food businesses. Here response rates are more sluggish – around 7-8 percent.
SPLITTING THE BILL
Another advantage to the Digital Bill Folder solution from Foodback is the option of guests paying their bills using mobile payment – and splitting the bill amongst them. To do so, each diner needs to scan a QR code in the bill folder and submit their phone number before finally accepting payment on their own mobile. Sounds tricky, but mobile payment with Foodback takes less than 30 seconds.
On the Norwegian market, mobile payment is currently offered in partnership with Vipps and Alipay but on the wider Scandinavian market now targeted by Foodback, local mobile payment providers will be used. In Denmark, MobilePay and in Sweden, Swish.