Editor’s Note: This article is a redacted version of the conversation. You can view Burgerville’ case study based on this conversation here.

Guest featured:

• Beth Brewer, EVP at Burgerville

What prompted the company to revisit how it measured guest satisfaction?

Beth Brewer: In 2022 when the current CEO came on board, they prioritized understanding guest satisfaction comprehensively. We’d previously relied on social media platforms like Yelp and Google to gauge feedback, but these channels yielded limited insights due to the small number of reviews and uneven participation across locations. In 2023, we experimented with mystery shopping, but it was limited in scope, expensive, and only offered a snapshot of guest experiences.

Around the same time we found Tattle. Thanks to Tattle integrations with Olo and Punchh — plus the use of QR codes, our feedback volume skyrocketed. We began receiving actionable insights much more quickly, which was particularly beneficial during the introduction of seasonal menu items or operational changes, as now we can make timely adjustments without relying solely on the guest feedback team to relay issues.

How changed did the new feedback approach with Tattle bring to Burgerville?

Beth Brewer: The new system with Tattle has transformed the feedback process. Previously, most feedback came in the form of complaints or refund requests, which painted an incomplete and often negative picture. Now, we receive a mix of positive and constructive feedback, allowing us to identify trends and validate concerns. By analyzing the percentage of guests flagging specific issues, we can determine if a problem is widespread and address it promptly.

This approach has not only improved guest satisfaction but has also empowered us to adapt quickly and ensure a consistently high-quality experience for all our customers.

How do you use Tattle for menu item-level feedback?

Beth Brewer: As Tattle automatically surveys our guests on individual menu items ordered, we can quickly discover issues with new menu items.

We have on average 3-5 LTOs running at a time. For example, when an LTO launches on Tuesday, we will already have a substantial amount of guest feedback to review by Thursday. This way we can address guest concerns within days, rather than waiting for a week or more. This rapid turnaround means operational teams can resolve product-level issues promptly, and we can reconnect with guests, offering thank-you gifts and inviting them to try the updated item.

How does unit-level teams use Tattle?

Beth Brewer: At the unit level, district managers (DMs) use guest feedback to provide actionable tasks for general managers (GMs) to implement.

For instance, by focusing on speed of service—a previous pain point—one district achieved the fastest service times, resulting in year-over-year growth. The structured use of Tattle’s feedback strategies ensures GMs are accountable and continuously improving performance.

Tattle has also highlighted opportunities to improve specific day parts, such as dinner service. Analytics revealed that while sales were comparable to lunch, guest satisfaction scores were lower at dinner. By examining these patterns, we identified the need to better prepare line managers and address operational gaps, ensuring smoother transitions and improved guest experiences during later shifts.

What’s been your favorite feature of Tattle?

Beth Brewer: I like that Tattle provides tons of value at every organizational level. For VP-level leaders, there are high-level graphs and quarterly district-level pie charts for a clear overview of trends and performance.

District managers benefit from operational category breakdowns and key metrics like CER (Customer Experience Rating), ensuring consistency across units. General managers focus on granular survey feedback, allowing them to address specific issues related to particular shifts, employees, or day parts. This level of detail helps pinpoint and resolve recurring problems quickly, ensuring operational excellence and better guest experiences.

What has been the biggest surprise since implementing Tattle?

Beth Brewer: The sheer volume of feedback and high survey completion rates exceeded our expectations. Despite the surveys being lengthy, guests not only completed them multiple times but also provided unique feedback each time.

The team was especially surprised by loyal customers who shared balanced feedback, praising great experiences while highlighting areas for improvement. With the seamless integration of Tattle and Punchh, collecting and responding to feedback became almost effortless, further enhancing guest satisfaction.

What advice would you give to other restaurant operators considering a CX solution?

Beth Brewer: Make sure the survey questions are actionable and aligned with areas you’re ready to address. CX solutions like Tattle are not a “set it and forget it” system; they require ongoing adjustments to reflect current priorities. Regularly update survey questions to target specific operational challenges and keep feedback relevant. This ensures that the insights you gather are practical and drive meaningful improvements in guest satisfaction.

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