Digiday have a nice interview with TGI Fridays’ chief experience officer Sherif Mityas about their launch of Yumpingo into the US.
'Mityas explained that prior attempts to collect feedback were restricted to a link to a survey on a customer receipt or hiring companies to dispatch employee reviewers who pose as customers. These approaches offer comments that are limited in scope, and don’t let the restaurant use the information to improve the customer experience before customers have left. If customers offer their e-mail addresses, data collected from the reviews can also be used to build electronic customer profiles that can be used to target marketing messages and promotions.'
The full interview can be found here