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| Ordinary or mystery diners? Nobody can tell |
Yet, how can you be certain your staff are delivering top-notch service when you’re not around?
This is where secret shoppers come in. Hiring mystery diners or drinkers is one of the most effective ways to get an unbiased, unfiltered view of how your business operates on the ground. Let’s delve into why employing secret shoppers is essential for maintaining high standards in the catering and pub trade.
1. Discover What Customers Truly Experience
While you may have policies and training programmes in place, what actually happens when your staff are under pressure? Secret shoppers offer a first-hand account of the guest experience, from the initial greeting to the quality of service and the condition of the facilities.
By acting as regular patrons, they can uncover details you might otherwise miss, such as:
How long it takes to be served.
Whether the food or drink meets expectations.
The cleanliness of the venue.
The attitude and professionalism of staff.
This unvarnished feedback is invaluable for identifying gaps between the service you think you’re providing and the reality your customers face.
2. Enhance Staff Accountability
Knowing that a secret shopper could visit at any time encourages employees to remain on their toes. It fosters a culture of accountability, motivating staff to consistently deliver exceptional service.
Moreover, the insights gained can help you identify training needs. If specific staff members are falling short in areas like hospitality or efficiency, you can offer targeted support to help them improve.
3. Protect Your Reputation
Word of mouth is powerful in the catering and pub industry, and one bad experience can spread like wildfire through online reviews and social media. Secret shoppers can identify potential weak points before they escalate into customer complaints.
For instance:
Are orders being prepared correctly and delivered promptly?
Are team members handling difficult customers with professionalism?
Is the bar staff maintaining responsible serving practices?
Is a manager an overbearing bully toward their staff?
By addressing these issues early, you can safeguard your establishment’s reputation and build trust among patrons.
4. Gain Competitive Insights
Secret shoppers can also provide a comparative analysis of your competitors. By commissioning a mystery diner to visit similar pubs or restaurants in your area, you can glean insights into their strengths and weaknesses.
Are they offering better value for money? Is their service faster or more personable? Understanding how you stack up allows you to refine your approach and stay ahead of the competition.
5. Improve Customer Retention
The ultimate goal of employing secret shoppers is to create an environment where customers feel valued and want to return. Regular assessments help ensure that your standards remain high and that every guest receives a memorable experience.
Loyal patrons are the lifeblood of any pub or catering business. They’re more likely to recommend your establishment to friends and family, leave glowing reviews, and provide consistent revenue.
Investing in secret shoppers is an investment in your business’s success. They provide a unique perspective that no customer survey or staff meeting can replicate. By uncovering the real truth about how your establishment is run, you gain the tools to make meaningful improvements that keep customers coming back.
In the fast-paced world of catering and pubs, standing out is crucial. With the insights provided by secret shoppers, you can ensure your business consistently exceeds expectations—and that’s the key to thriving in this competitive industry.
If you want to create a secret shopper or mystery diner programme for your business there are several firms offering these services:-
https://www.bareinternational.eu
https://www.insightmarketresearch.co.uk
None of the above firms are sponsors. They are only included for your information.
Incidentally when my wife and I worked as mystery shoppers/diners several years ago we actually identified several problems in a cafe we visited. Most of which were the fault of the manager who was an overbearing bully who was abusing staff, including a special needs member of staff.