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QSRs improve their Sales Processes

Sydney – A study of 21 Quick Service Restaurant brands conducted by independent mystery shopping company Mystery Customer Pty Ltd has found that compared with a similar exercise in 2012, significantly more staff now attempt to upsell customers during transactions.

In the 2012 study, only 50% of staff surveyed attempted to upsell. In the latest survey, this figure increased to 72% across the 42 outlets.

The study, which was performed as part of Mystery Customer’s industry benchmarking study, comprised a series of mystery shopping audits of various QSRs in multiple locations to find out how they fared against key performance indicators and where there was room for improvement.

Areas Covered

The main four areas assessed were:

  • Restaurant Presentation
  • Staff and Customer Service
  • Sales Processes, and
  • Meal Presentation and Quality

Brands Shopped

The following brands were mystery shopped: Ali Baba, Bucking Bull, Fasta Pasta, Gelatissimo, Go Sushi, Grill’d, Healthy Habits, Hungry Jacks, Iku Wholefoods, Jesters, Mad Mex, Nando’s, Noodle Box, Oporto, Pretzel World, Pie Face, Spudbar, Sumo Salad, Sushi World, Urban Burger and Xquisito. Each brand was mystery shopped at two different locations around Australia. Overall, forty two mystery shopping audits were conducted to create the report.

The most interesting and pleasing statistic for the participating restaurants was that over 95% of the shoppers who conducted the visits stated that they would return to the restaurant because of either the food, the service, the value or the convenience.

Mystery Customer Director Terry Ashton says that in the competitive QSR environment, customer loyalty and advocacy are essentials to survival and profitability. This has obviously been recognised and is being practiced by the participating brands.

About Mystery Customer Pty Limited

Mystery Customer is an Australian company founded in 2001 that specialises in providing mystery shopping services to businesses in a wide range of industry services wishing to monitor the performance of their business and improve customer service. Mystery Customer’s services range from monitoring and reporting on customer service standards and compliance with company processes, through to “consumer insights” surveys where actual customers are surveyed using online tools, with sophisticated reporting on results.

For more information contact Terry Ashton on 1300 601 234 or visit www.mysterycustomer.com.au .

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