Case Study

Roy Rogers Collects Feedback and Recovers Guests At Scale

How Roy Rogers is able to massively increase their feedback volume and leverages Tattle’s Incident Management feature to recover guests at scale.

John Giffin, Consumer Care Manager

We’re getting feedback on a much larger scale, and are able to recover guests which we never had before.

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INDUSTRY

Fast Casual

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INTEGRATION

Olo, Punchh

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LOCATIONS

46

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PARTNER SINCE

2020

The Challenge

Mystery Shopper Program Couldn’t Provide Actionable Feedback
“We had been using a Mystery Shopper program for 10-15 years. Our restaurants started to recognize the mystery shoppers coming in which definitely skews performance. It’s hard to draw conclusions based off of a snapshot in time…one visit, one ten-minute segment out of an entire month, and it doesn’t seem fair to criticize a store based off of that,” said John Griffin, Consumer Care Manager for Roy Rogers Restaurants.
John joined Roy Rogers to solve exactly that problem — get more reliable feedback to make valid decisions. That’s why John was in search of a Customer Experience Improvement (CXI) platform that could provide Roy Rogers with both at-scale quantitative data, and contextual qualitative data.
After all, as John said: “Can you really extrapolate valuable data based on that one experience? We didn’t think so.”
Lack of a Structured Guest Recovery Process
Not only was Mystery Shopper insufficient to identify problem areas the team needed work focus on, but also was it unable to isolate real customers that were actually dissatisfied with the experience who would unlikely to visit again. That’s potential revenue left on the table.

The Tattle Solution

Collecting Feedback That’s High-Quality, Omni-Channel and Actionable.

“Within the first 6-8 months, we’ve already seen a significant change,” said Giffin. “With mystery shops, we were sending them out to each location 1x per month. Now we’re getting feedback on a much larger scale, but we’re also now able to recover guests which we never had before.”

Through Tattle’s integration with Olo, Roy Rogers customers receive an automated email survey immediately after a transaction, and rate their level of satisfaction for factors contributing to a category’s performance, such as whether their pickup experience was affected by the staff’s friendliness, timeliness and how they were sent off. This allows Roy Rogers to isolate problematic areas and improve accordingly.

“Using the Tattle and Olo integration, we’ve been able to uncover a lot of pricing or functionality errors within our app. As we’re growing, we’re really looking forward to getting more feedback from all these different avenues that Tattle will help to streamline for us with the integrations available,” said Griffin.

roy rogers tattle survey
AI-Driven improvement recommendations

Tattle surveys ask guests to rate the specific factors contributing to a positive or negative experience, and uses Machine Learning to recommend the top opportunities for improvement.

This means Tattle automatically translates data into actionable items for the Roy Rogers teams. Based on each location’s unique feedback data, Tattle will identify their top opportunities to act on that will most likely boost customer satisfaction and revenue.

Moreover, the dashboard is incredibly easy to use, which means all levels of managers and operators can actively engage in understanding the insights from data, based on the permission level they’re assigned.

“The intuitive Dashboard is a big plus for us since we have all of our DMs, GMs, and corporate team members using it. It’s easy for each of them to click in and see their personalized views at a glance. Having the ability to see how different stores, different groups, and different districts are doing has been incredibly valuable to us,” said Griffin.

3Fifteen Tattle 3Fifteen Tattle factor in operational categories
Effective Customer Recovery At Scale

Having a guest recovery process firmly in place has deeply impacted the team. Tattle can send automatic apology emails to guests who rate 3 star or below, and even send along rewards through an integration with Punchh.

With Incident Timeline management, Roy Rogers is able to monitor how each location responds to customer issues, and whether customers are satisfied with the resolution. This has allowed Roy Rogers operations teams to enforce accountability, and have visibility into each location’s performance.

“The Incident Management capabilities have given us a real opportunity to quickly recover guests. Getting to respond to guests and track their satisfaction with our replies to their concerns gives us a well-rounded view of our recovery process,” said Griffin.

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The Results

“Within the first 6-8 months, we’ve already seen a significant change,” said Giffin. “With mystery shoppers, we were sending them out to each location 1x per month. Now we’re getting feedback on a much larger scale, but we’re also now able to recover guests which we never had before.” Equipped with Tattle, the Roy Rogers team feels empowered, organized, and effective in their ability to make data-driven decisions.

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satisfied with online ordering process

%

survey completion rate

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satisfied with incident handling

“We want to make data-driven decisions based on valid data. We think Tattle can help us continue to do that.”

John Giffin

Consumer Care Manager, Roy Rogers Restaurants

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