‘We hear you’ campaign offers eating out venues real-time customer feedback to help rebuild business
Trade body UKHospitality, CGA and review platform provider Yumpingo launch new campaign to help sector boost customer confidence and drive footfall
An overwhelming number of consumers (94%) who have visited pubs, restaurants and bars in England in the two weeks since reopening were satisfied with the safety steps in venues they visited, with 96% being likely to recommend a visit to friends and family.
While 48% of customers accept their eating and drinking out experience feels ‘different’, it is reassuringly so, according to responses via the new ‘We hear you’ initiative, designed to gauge consumer feedback and identify ways to increase consumer confidence and footfall.
The responses reveal that around 65% of customers had visited more than one venue since the re-openings and from the 4,866 customers who provided feedback 52% felt that their experience was not compromised by safety precautions. Of those that felt their experience was compromised, 88% understood that the precautions were necessary.
The research confirms that the level of protection put in place by operators is an important factor when it comes to how confident consumers feel, with 77% of diners stating that they considered the precautionary measures being taken before visiting a venue, while nearly half admitted to pre-visit nerves. The majority of those that have eaten out since establishments re-opened have stuck to places they know well, with just 14% of consumers trying new places. However, 91% stated that their overall experience made them feel reassured enough to visit again.
‘We hear you’ has been launched by guest insights platform Yumpingo supported by trade body UKHospitality and data and research consultancy CGA. It allows the real-time monitoring of customer sentiment via several methods including QR codes, integration with wi-fi and order and pay platforms. Diners complete a one-minute review on their experience enabling operators to monitor and act upon consumer feedback on Covid-19 precautions and customer satisfaction (net promoter scores) at brand, store, shift and dish level.
The scheme’s partners are urging operators to sign up for the free service, following the lead of some of the UK’s biggest brands including YO! Zizzi, Loungers, Robinsons Brewery, Pizza Express and LEON. In the first two weeks of opening several thousand consumers have already provided real-time reviews of their experience, giving valuable insight for operators ahead of the Government’s Eat Out to Help Out scheme to drive customer visits in August. The results also provide a benchmark of progress on consumer confidence nationally, regionally and by service style, which will be fed back to Government.
UKHospitality Chief Executive Kate Nicholls, commenting on the launch of ‘We hear you’, said: “We know the next six months will be crucial for hospitality and survival will depend on a concerted and joint effort from everyone within the industry.
“We’ve worked closely with the Government to ensure safe venues upon re-opening and the ‘We hear you’ tool, with help from operators, will ensure their customers are happy, comfortable and more importantly confident that the industry is listening and doing what it can to make them feel safe.”
While feedback on eating out experiences have so far been positive, CGA research reveals that only one in three consumers who previously ate out regularly have returned to doing so, giving the hospitality sector a challenge to rebuild customer confidence and re-establish the going-out habit.
Gary Goodman, CEO and founder of Yumpingo said: “As an industry, we must unite to support 120,000 plus restaurants, bars and cafés in the UK to make sure the industry rebounds as quickly as possible. The sector responded brilliantly at the start of the pandemic, but the re-opening phase now offers up a new challenge. We hope that ‘We hear you’ will not only provide customers with a sense of confidence, but will also relieve some of the pressure operators across the UK are facing with new guidelines and rules.”
Gavin Adair, CEO of Rosa’s Thai, said of the initiative: "We are delighted to be supporting the ‘We Hear You’ initiative. There is nothing more important than understanding how happy and safe our customers feel as they return to our restaurants. The more we pull together as an industry to balance the need for safety and hospitality, the faster we all build confidence and custom.”
“The early results indicate that the industry is taking the right steps to increase hygiene standards and effectively communicate them to guests and will be particularly important in generating word of mouth about the safety of venues, with nearly all survey respondents now very likely or likely to recommend venues to family or friends,” said Karl Chessell, director of food and retail at CGA.
‘We hear you’ is a free service to all hospitality venues click on to
* All figures are from Yumpingo’s internal guest feedback. Total responses from 4,866 customers across 168 venues, between 4-19 July 2020.
For press enquiries contact:
CGA: Linda Pettit, 07973 789853 / 01342 832866. PR@cga.co.uk
UKHospitality is the trade body representing the UK’s hospitality sector, established following a merger approved in February 2018 between the Association of Licensed Multiple Retailers (ALMR) and the British Hospitality Association (BHA). UK Hospitality is the authoritative voice for over 700 companies, 65,000 venues in a sector that (pre-Covid) employed 3.2 million people. The body speaks on behalf of a wide range of leisure and ‘out-of-home’ businesses, from FTSE 100 enterprises to niche groups and independent single-site operators. For the first time, the sector has a single voice bringing together businesses from all aspects of hospitality; coffee shops, hotels, serviced apartments, pubs, restaurants, leisure parks, nightclubs, contract caterers, entertainment, stadia and visitor attractions. Engaging with government, the media and the public, UK Hospitality works to develop a robust case on how to unlock the industry’s full potential as the biggest engine for growth in the economy and ensure that the industry’s needs are effectively represented.
Yumpingo is the voice of your guest - a single guest experience platform that delivers your teams actionable insights across every shift and every digital touchpoint, empowering your restaurant to deliver every guest your best food and service, every day. Our unique 1-minute review brings big data analytics to restaurant operations by tapping into the silent majority of guests’ in restaurant and off-premise dining experiences. We work for some of the world's largest and most innovative hospitality groups including California Pizza Kitchen, YO!, Azzurri Group and John Lewis & Partners, enabling their teams to make more decisions, faster, and with greater confidence by turning guest data into actionable insights at unprecedented levels.
CGA is the data and research consultancy of choice for the out-of-home food and drinks market, specialising in market measurement, consumer research and location planning. What sets CGA apart is its unique ability to access the three key types of data (supply, demand and consumer) and then triangulate this data to provide the most complete and accurate picture of anyone in the out-of-home sector. From its offices in Manchester, United Kingdom, and Chicago, United States, CGA experts work with many of the world’s biggest consumer brands, including drinks manufacturers, consumer brand owners, food suppliers and wholesalers as well as pub, bar and restaurant retailers and government entities. Founded in 1992, CGA’s mission is to use its phenomenal data and expert insight of the leisure industry to give these brands the competitive edge, and get them where they want to be, faster.