Market Research in the Hospitality Industry: Mystery Shoppers, the Ultimate Customer Feedback

Every time we participate in a focus group,important to note if the hostess was chewing
opinion poll, telephone audit, or online survey, sendgum, or the wait staff was conversing in the
a rebate card with comments by postal mail, or fillcorner.  With most fine dining establishments, a
out a comment card at a restaurant, we arestrict dress code or uniform is in place,
participating in market research. Mystery shoppingsometimes dependent upon the time of day. 
is one of the most widely used market researchThe mystery shopper will report whether or not
tools used to evaluate customer service, quality,the attire was appropriate or included additional
compliance, loyalty, and other issues.  This isaccessories.  Once approached by a server, the
most widely observed in the hospitality industry. mystery shopper is noting whether or not wine
Almost every hotelier and restaurant, whetherservice was offered, if specials are presented,
fine dining or fast food, utilizes a mysteryand if specific beverages, appetizers, or starters
shopping program.are suggested.  During the meal, the time
A good mystery shopping program will bebetween courses is noted, as is the compliance of
individualized and tailored to the client’sspecial requests and cooking instructions.  Also
particular needs and focus.  It will also include asnoted, are the activities of support staff in
much measurable data as possible, as the ultimatesurrounding areas.  It is important to know
goal of these programs is a comprehensivewhether or not staff was unobtrusive and
report, a multi-use tool that the client can thenefficient in the removal of dishes and refilling of
utilize to compare locations, strengths, and areasbeverages.  The mystery shopper will also take
of concern at a glance.  The client can then usenote of table resets once guests have departed
the information in the report to implement changeand evaluate the restroom.  The visibility of
where necessary, refine training techniques, andmanagement staff is also reported.  It is
develop reward programs.  More often than not,important to know if management is driving the
the goal of a mystery shopping program is not tooperation and how disputes or complaints are
focus on what is wrong, but what is right.  Thehandled.  In addition to the interactions between
program for a restaurant, for example, will involvemanagement and guests, those between
the evaluation of the location, employees,management and staff are also noteworthy. 
management, menu items, promotions, andLast, but certainly not least, the mystery shopper
advertising campaigns.  Where a fast food shopwill provide a review of food items, rating quality,
might focus more on the length of time spent inpresentation, temperature, texture, flavor and
the drive-thru, number of napkins provided, andvalue.  This often includes a numerical rating in
the consistency of menu items and pricing amongaddition to the narrative.  Common questionaire
locations, a fine dining shop will be more inclusive. items include whether or not the service or food
Generally, reports of this nature will be divided intowas comparable to similar locations, if the
sections and include numbered questions.  Mostmystery shopper would return, and if the food or
of these questionnaire items will have a scored,beverage item met with menu and server
“Yes, No, or N.A.” response, while othersdescription.  Occasionally, suggestions for
are given a numerical rating.  Most importantly,improvement are included.  This is not a
however, are the narratives.  When writing acommonality, however, because the role of the
narrative for a particular section, the mysterymystery shopper is to report objective,
shopper will give a step-by-step accounting ofmeasurable data, not to form opionions.
events pertaining to that section while using theIt is important to note that the essence of a
questionnaire for that particular section as amystery shopper is anonymity and objectivity. 
guide.  Usually, the questionnaire items contain theThe mystery shopper is you, or me, or any
minimum amount of information required for thatcustomer in any location.  The mystery shopper
section, while the narrative gives a more detailedis an invaluable market research tool, because he
and clarified picture of the events that took placeor she is in effect, a customer.  A good mystery
and provides an explanation whenever points areshopper understands the responsibility of this role,
lost.that the ability to accurately report this data is
A typical fine dining mystery shop will focus on aimperative.  Mystery shopping reports can bring
number of factors, usually beginning with aabout a change in hours of operation, promotions
telephone call to the location.  During this call, aand advertising, or menu items.  More
reservation is made, or a question is asked,importantly, however, a good Mystery Shopping
normally about hours of operation or directions toProvider is well aware that each and every report
the location.  This allows the mystery shopper tomay have an effect on best practices, Standard
assess the employee and provide an opportunityOperating Procedures (SOP), regulations, and even
to demonstrate knowledge.  Upon arrival, thejobs.  These reports may play a large role in a
mystery shopper will evaluate both interior andclient’s decision to close a location, make a
exterior surfaces, including parking lots, walkways,staff change, or update training programs.  When
entrances, and host stands.  The mysterychoosing a Mystery Shopping Provider, make sure
shopper will take note of the host’s attire andthat you choose one that focuses on this
the ambiance, including music and lighting levels,responsibility.
while waiting in line or to be acknowledged.  AlsoWith the SampleSecure Network of Providers,
noted, is the ease in which the reservation wasyou can be assured of an EMA with this degree
located, wait times, and greetings.  On the wayof responsibility and accountability.  As a Retex
to the table, the mystery shopper will take notemember, you have access to the SampleSecure
of the space between tables, obstacles in theonline ordering and program management system,
walkways, and the pace at which he or she waswinner of the 2009 Fast Pitch Best New
escorted to the table.  Once at the table, theTechnology Award.  Your free Retex
place settings, menus, and condition of themembership also allows you to receive Mystery
furnishings and decor in the dining area areShopping, Merchandising, Demo and Event
observed.  Most clients prefer to know at thisServices at cost, saving you 5% or more on
point how long it took for a server to approachyour Retail Marketing Support Services budget. 
the table and how long it was before a beverageIn today’s economy, consumers have less to
other than water was offered.  With eachspend and are choosing wisely about where they
employee encountered, the mystery shopper isspend it.  Mystery shopping can help you assure
taking note of attire, body language, greetings,quality, prevent loss, and increase profitability,
closings, behavior, and the confidence in whichensuring that they choose to spend their
information is provided.  For example, it would behard-earned dollars with you.