FO: GSS/ Mystery Shopper

Program timing (MS)

Is the schedule and frequency of shoppers visits closely tied to operational objectives and outcomes to provide useful data for the operators?

Mystery shopper training (MS)

Is there sound organizational structure in place to manage the process?

Sample Selection (GSS)

- Are these the right guests to be providing feedback? - Is an incentive the best way to get guests to complete the survey?

Four main points of Mystery Shopping

1. Program timing 2. MS training 3. Program design 4. program implementation

Four main points of GSS

1. sample selection 2. respondent qualifications 3. depth of analysis 4. MGMT/ staff involvement

Respondent Qualifications (GSS)

Are the GSS respondents sufficiently trained or seasoned to provide an accurate assessment of their dining experiences that can be effectively used by MGMT as a training and coaching tool?

Program Implementation (MS)

Are you clear on how the system works, what it measures, and how you use the data?

Program design (MS)

Has the restaurant company developed the right script for the data collection and reporting? Does your shopper know what to look for?

MGMT/ Staff Involvement

Should MGMT/ service staff be involved in the data collection process and be given an opp. to influence the guests evaluations of their service experience after the guests have been selected to complete the GSS

Depth of Analysis and Feedback Timing

You want to make sure you give and get timely feedback in the process - creates long term solutions

Pennies for Thoughts: GSS

good - cheap bad - customer did not know he should focus on specific issues and it's not a precise measure of what exactly happened

Pennies for Thoughts: MS

good - mystery shoppers look for more than what like they in a restaurant (how much variety there is? vs do they have my fav flavor?) and it is very specific. bad - costly