Las Iguanas

Casual dining restaurant

Las Iguanas makes better decisions, improves guest experience faster and grows marketing database within 3 months of going live with Feed It Back

  • 550 Pieces of feedback per restaurant per month, on average.
  • 33% of guests using Feed It Back sign up to marketing database.
  • 57% of guest signing up to marketing database are new guests.
  • 30% Increase in TripAdvisor reviews
54
venues

The challenge

With ever increasing competition amongst casual dining brands, successful operators need to improve their guest experience faster and more intelligently than their competitors in order to accelerate growth.

It’s not enough to collect feedback from guests. Operators must have the volume and context around the feedback to enable fast, intelligent decision-making, so that operations are improved more effectively and at a faster rate than other brands.

We had lots of guest reviews and comments before using Feed It Back but the elapsed time from guest comment to staff action was protracted. With Feed It Back, we have reduced this time dramatically. The result is that we can identify and resolve issues before other guests are affected.

Gareth Lock
Chief Operations Officer

The solution

That is why Las Iguanas, the fast growing 54-outlet restaurant chain, went live with Feed It Back, the EPOS-linked guest feedback service, in January 2017.

“We had lots of guest reviews and comments before using Feed It Back but the elapsed time from guest comment to staff action was protracted”, commented Gareth Lock, Chief Operations Officer. “With Feed It Back, we have reduced this time dramatically. The result is that we can identify and resolve issues before other guests are affected.”

Feed It Back is the only guest feedback system that integrates in real time with Zonal’s Aztec EPoS system, amongst others, enabling feedback questions to be personalised to the guest’s visit. The result is a brief, engaging feedback experience for guests. For operators, each review is presented with the details and context of the visit, providing far more meaning and insight compared to traditional feedback methods.

Dish specific feedback is a key source of new insight because Feed It Back knows what the guest ordered and can ask them about it. On a weekly basis, we compare dish scores with dish sales, looking for correlation between scores and sales as well as significant variance in a dish score over time.  We also look at dish scores per restaurant to identify restaurant-specific kitchen or service problems.

Lisa Campbell
Guest Experience Manager

The BENEFITS

Improved return on operational investments

“Feed It Back generates a high volume of feedback”, commented Lisa Campbell, Guest Experience Manager, “550 pieces of feedback per restaurant per month, on average. That helps us to make decisions because the size of the sample means that the real issues come up again and again.  As such, business cases are easily constructed and quickly approved to solve service, training, food quality and specific site issues. Within one-month of starting, we identified a key guest experience issue, received Board sign-off for investment and had made the improvement.”

Identifying kitchen, service and product issues at outlet level

“Dish specific feedback is a key source of new insight”, added Lisa, “because Feed It Back knows what the guest ordered and can ask them about it. On a weekly basis, we compare dish scores with dish sales, looking for correlation between scores and sales as well as significant variance in a dish score over time.  We also look at dish scores per restaurant to identify restaurant-specific kitchen or service problems.”

Promoting brand values and recovering guests 

“A key brand value for us is personalised service”, says Lisa.  “When a guest has a negative experience or makes a complaint, we will sometimes use Feed It Back’s intelligent Case Management system to provide the guest with a voucher.  When the voucher is redeemed, we receive an alert, which gives us the opportunity to contact the guest and find out how their revisit went.”

Growing marketing database and improving targeting of guest communications

On average, Las Iguanas have found that 33% of guests using Feed It Back sign up to their database and 57% of these are new guest sign-ups.  As they receive a high volume of feedback, their database is growing quickly.   This has also increased their Tripadvisor reviews by 30% on average, because the sign-up welcome email that guests receive has links to Tripadvisor.  As a next step, Feed It Back will automatically update Las Iguanas’ CRM system with guest preferences – for example, a guest has eaten from the gluten-free or kids’ menu.

Flexibility and responsiveness

“Flexibility is another key benefit with Feed It Back” summarised Lisa, “because guest reviews, mystery visits, social media, other key business metrics and reports are all accessible in one role-specific view, by all staff members from Board-level to restaurant managers. We can change settings and questions easily ourselves and the changes are made in real time. The Feed It Back team are very responsive and proactive, with any queries or requests responded to by our Customer Success Manager immediately.”

See our other case studies

Be At One achieves unprecedented growth in sign-ups and revisits with Feed It Back.

Read more

Since Brains deployed Feed It Back across all of its managed sites, results have exceeded expectations.

Read more

Dirty Martini uses Feed It Back and finds staff motivation is up after 3 months.

Read more

Las Iguanas makes better decisions, improves guest experience faster and grows marketing database within 3 months of going live with Feed It Back.

Read more

Bella Italia goes live with Feed It Back to turn guests into loyal fans.

Read more

The Stable, the fast growing 17-venue cathedral to cider and pizza, continues to challenge industry preconceptions with Feed It Back.

Read more
YOU?

We roll out our feedback solution across your many locations - feedback is up across the board, issues are addressed, staff rewarded, customer satisfaction sky rockets. You wonder how you managed before.

Contact us
  • Guest opinions
  • EPOS facts
  • Immediate insights

Try it now

To experience the power of EPOS-linked feedback for yourself, simply fill in this form. You will receive an email straight away with a till receipt and a link to your personalised survey.