Rosa's Thai Cafe's sales jump after digital survey launch

Sales and footfall have both jumped at London-based restaurant chain Rosa's Thai Cafe, six months after it launched digital one-minute guest surveys.

In that time Rosa's has also seen a "significant" jump in its Net Promoter Score (NPS) from 62 to 79.

As a result of a single data-driven pricing change, over a six-week period net sales rose 12% and footfall across 14 sites was up by 8% according to restaurant intelligence platform Yumpingo, which helped to introduce the real-time guest surveys.

Guests are invited to participate in a one-minute digital review on a Rosa's Thai Cafe-branded Yumpingo device, which replaces traditional check presenters, at the end of the experience. The resulting information provides management information on how to optimise customer satisfaction at location, shift, and dish level.

Gavin Adair, managing director of Rosa's Thai Cafe, said: "We approached Yumpingo last year as we wanted to gain more actionable insight on where we could improve our performance. Previously we'd have had to rely much more on gut-feel to guide our choices, so it's invaluable to have a way to really listen to and learn from our customers."

Yumpingo said the surveys gave Rosa's an insight into how to drive value for its customers, pointing to an immediate 5% uplift in sales across six weeks after a decision to trim prices on dishes identified as underperforming on value, based on thousands of reviews.

"Naturally any move to reduce prices feels counter-intuitive in what is a difficult market but being armed with a huge amount of sound customer insight makes that call easier," Adair added.

Gary Goodman, chief executive and founder of Yumpingo, said: "Listening to its customers and tailoring their offering accordingly is an approach that's really paying off for Rosa's. Guest data is delivered on a macro scale but distilled into clear, easy-to-use insights for their operators. Rosa's can now de-risk their commercial decision-making and accelerate their success."

"While restaurateurs typically shy away from less-than-obvious solutions such as lowering menu prices, our proprietary technology captures unique customer opinions and includes machine learning to uncover key learnings and produce positive data-driven results."

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