STRATEGIC PARTNERS
September 13, 2011
Wingstop is partnering with Market Force Information, a customer intelligence solutions company, to deploy a nationwide mystery shopping program across its 485 restaurants.
Wingstop is using Market Force's mystery shopping services and robust analytics to ensure each of its locations delivers a consistently exceptional guest experience.
"We're on an aggressive growth track with dozens of new restaurants in the works, and amidst this expansion, it is our brand promise to ensure every customer has a great meal and receives the attentive guest service that has them returning again and again," said Bill Knight, chief operating officer for Wingstop. "With the data we're gaining through Market Force's mystery shopping services, we can really understand what matters most to our guests and take action to drive performance improvements at a store level."
Wingstop's mystery shopping program is designed to uncover operational performance gaps and drive accountability in each restaurant. Market Force is able to identify specific customer service areas of improvement at a store level by applying analytics and modeling to Wingstop's mystery shopper data. The program data is also being used by franchisees to feed their recognition and incentive programs.
"Mystery shopping is one of the most insightful customer experience measurement tools a restaurant brand can use because it provides both a holistic and individual view of operations, and the insights also pay off at both levels," said Janet Eden-Harris, Market Force's chief marketing officer. "Wingstop is a neighborhood restaurant where intangibles like friendly staff matter a great deal, and we're able to help them measure those factors and ensure many return customer visits."
Market Force provides mystery shopping through a network of more than 300,000 independent contractors who represent a common consumer demographic. Members the mystery shopper network will anonymously visit or call Wingstop locations and submit comprehensive reports providing an informed, unbiased view of their experiences.
Market Force's analytics and insights are then applied to this data to show where each store is performing well, where specific improvements are needed and the modeled impact of those improvements.
Read more about customer experience.
