CASE STUDY

Overview

Before using Yumpingo, Parogon collected customer feedback from a wide range of platforms including TripAdvisor, Google reviews, and other traditional methods such as verbal and anecdotal feedback.

Although Parogon received positive feedback from customers, they found it difficult to convert this feedback into actions their teams could take to improve their food, service, and provide growth opportunities for the brand.

With Yumpingo’s customer experience management platform, Parogon was able to collect in-depth, dish-level-customer feedback that led directly to improvements and growth of the Parogon Group brand.

“Knowledge is power. And until you start to see the data on specific dishes, specific servers and venues, then I don’t think you realize the information that is available through that and you are probably not seeing that currently." - Richard Colclough, Managing Director, Parogon.

Challenges:

• Traditional customer experience management methods
• Inability to scale customer feedback, making it difficult to implement impactful changes
• A need to maintain brand standards during company growth

Using Yumpingo data to guide menu development

Before using Yumpingo, Parogon used traditional methods to develop their menus within their restaurants.

They used sales data and back of house (BOH) feedback to determine which menu items should be improved. But they found it difficult to convert all of that feedback into actionable insights.

This resulted in inaccurate feedback on menu items, which were only backed up by sales data, resulting in ‘poor menu’ sellers being removed, without discovering the real issue with the dishes. With Yumpingo, Parogon almost immediately had visibility at specific dish level. Teams could now modify those poor-performing dishes to improve the overall customer experience.

“What we’ve found with Yumpingo is that sometimes, when we look at those poor sellers, they’re poor sellers because they’re not being delivered to specifications and potentially not delivering on the recipe. We can now change that because you can tell from the feedback what portion size is wrong or if the taste is wrong” said Richard Colclough, Managing Director of Parogon.

Reviewing ‘hero dishes’ based on customer feedback

Renowned for their premium menu offerings, Parogon Group is continuously looking at ways to enhance the dining experience for their customers.

From a sales data perspective, Parogon’s top-selling dishes had been a triumph, which made it difficult to see if there were any improvements which could be made on them.

But by using the dish-level and customer feedback insights from Yumpingo, Parogon discovered that there was in fact a fluctuation in their top selling dishes and prior to Yumpingo, Parogon were not able to identify why their top selling dishes were receiving negative feedback.

“There are times when this dish scores really badly for taste,” Richard continued. “Why is that? Or maybe the portions are wrong. Why are they portioning it incorrectly? Yumpingo has allowed us to streamline and get consistency across the board.”

With Yumpingo's data available to them, Parogon could identify the contributing factors within their feedback and streamline and get consistency across their top-selling dishes. This allowed them to speak to their teams and determine how customers view certain dishes, and how those dishes could be enhanced.

Motivational tool for teams

Having visibility at site level for general managers (GMs) and BOH teams became a strong motivator for Parogon to make full use of Yumpingo’s insights. Having the information at their fingertips, they could identify issues and educate their teams about dishes that are underperforming.

Additionally, they can now identify areas where some additional training may be needed and can educate their teams on the customer’s perception of the menu items. “I think it’s important that we are transparent and if somebody is on the top of the tree, the guys want to be there as well. So there’s internal competition in a healthy way. But ultimately I think [Yumpingo] has been a really interesting tool for the team to dig into the data and then be able to respond really quickly to improve the customer experience,” Richard Colclough added.

The impact of Yumpingo devices.

Before implementing Yumpingo devices, Parogon had looked into using apps for customers, to order directly from the table.

They wanted to ensure that any new method of capturing customer feedback would be operationally beneficial, while maintaining their personal service. Something extremely important for Parogon’s growth. In the end, introducing a new method of capturing customer feedback data wasn't a concern for Parogon. They had the utmost confidence in the success of the Yumpingo devices in their restaurants.

Richard explained: “With tablet devices you are presenting a piece of technology that’s actually quite safe. It’s not going to offend anybody. It doesn’t detract from the customer experience in any way or the interaction with the staff or the venue. So I think it actually gives them a platform to quickly get their feedback, good or bad.”

The Yumpingo devices are a quick and instant solution for customers to provide real-time feedback on their experience that Parogon found it very easy to get customers onboard with.

Data-led insights to drive restaurant operations.

Parogon is now a thriving business as a result of using the Yumpingo data to continue to grow. Data-led insights are now an integral part of their business growth.

“Knowledge is power," Richard added. "And until you start to see the data on specific dishes, specific servers and venues, then I don’t think you realize the information that is available through that and you are probably not seeing that currently.

"So [Yumpingo] definitely gives you that power to make change. If you’re the kind of organization that is striving to be the very best then [Yumpingo] gives you the information that you can then act on. I think that’s the key. It’s not just nice to have data. It’s data that you can actually act on and make positive changes within your business.”