Insights

Measuring Customer Experience at QSR’s through Mystery Shopping



Quick Service restaurants (QSR) continue to be a significant segment of the Indian Food Service Industry. However, since it is one of the most out there, it is also affected by stiff competition from roadside food stalls which play on low price to branded fast-food chains (like McDonald’s, Burger King) which play on standardized processes. The customer experience provided can make all the difference when it comes to delighting the customers, driving revenue, improving customer loyalty and increasing profit. 

Channelplay’s custom designed Mystery shopping programs evaluate QSR’s, thereby providing an unbiased perspective on various parameters like: 

  1. Food Ordering:
    • Customer greeting
    • Staff behavior – pleasant and professional
    • Probing – to the point questions asked
    • Upselling/cross selling done, Eg. Pitching drink/combo at a little extra price
    • Pre-informing the non-available food items from the menu
  1. Billing Experience: QSR’s are generally self-service formats and hence billing experience is also an integral part of customer experience:
    • Running vs closed counters – analyzed with time of the day and footfalls
    • Information on various payment options available for a better customer experience
    • Correct amount informed and charged
  1. Food Delivery:
    • Time communicated for food delivery
    • Food delivered in the communicated timelines
    • Process to handle delays & adequate communication around it
  1. Food Quality:
    • Food served at an appropriate temperature
    • Food presentation and packing
    • Cleanliness of the utensils & crockery used
    • Taste of food across outlets
  1. Employee standards & behavior:
    • Walk-in customer management
    • Turnaround time to clear tables once the guest has left
    • Adequate gears to ensure food hygiene (aprons, gloves, cap etc.)
Channelplay conducts QSR audits to measure the said parameters and bring necessary improvements in the form of updation of policies, timelines, staff service as well as establish training needs for the staff.

Topics: Mystery Shopping & Audits