Case Study
How Melt Shop Replaced Mystery Shops With High-Volume, Real-Time Customer Feedback
Melt Shop makes customer feedback actionable and improves guest satisfaction with the Tattle platform.
“Tattle is a very robust system that gives us all the info we need to improve guest satisfaction.”
Spencer Rubin
CEO & Founder
Melt Shop
The Challenge
Mystery Shops Were Not Getting The Job Done
“Prior to Tattle, we tested a number of different secret shopper programs — it was expensive and we didn’t get a critical mass of data to get a firm understanding of how locations were performing across day parts and revenue channels,” said Spencer Rubin, CEO and Founder of Melt Shop.
“Also, our team was able to quickly sniff out who a mystery shopper was based on the questions they asked.”
Brand Overview
Integrations: Olo, Punchh
Locations: 12
Tattle partner since: 2018
solution #1
Significantly Increase Guest Feedback Volume
Utilizing Tattle’s causation-based survey — that contains 55+ questions and secures an average 94.3% completion rate — Melt Shop immediately had a much larger, more cost-effective stream of feedback than ever before.
In fact, soon after implementing Tattle, Melt Shop’s operations teams were surprised at the sheer volume of survey submissions they were seeing. Instead of getting very generic secret shops data that was limited in quantity, the team suddenly had their their eyes opened to the experiences of a true guest and what they were actually thinking.
“That was a pleasant change,” said Spencer. “We were not used to hearing so much real-time information as to what our guests were experiencing. It really got the team thinking more so from the perspective of a guest.”
Solution #2
Leverage The Tattle Dashboard To Prioritize Low-Hanging Fruit
“We look at the dashboard very frequently,” said Rubin. “Tattle helps us discover, and dive into, key operational opportunities without overthinking it.”
Tattle’s dashboard doesn’t merely shows a simple and intuitive view of the data collected from the surveys, but it also helps determine what to act on. Improvement areas are identified and suggested at each location, allowing teams to tackle the category most likely to improve the overall guest satisfaction, per our machine-learning algorithm.
In fact, locations that hit the Tattle recommended improvement goals have an ~84% likelihood of seeing guest satisfaction improve within 30 days, and a 97% likelihood of seeing revenue increase in the following 60-90 days.
solution #3
Intercept Negative Reviews And Recover customers
“We really like the fact that we can intercept and get in touch with people really, really quickly when there’s a negative experience,” said Rubin. “In the past, we couldn’t fix those things if we didn’t know about them. So Tattle gives us another channel of winning people’s trust back.”
Besides manually reviewing survey submissions and sending personalized responses, Tattle can also automatically send different apology emails and rewards based on how many stars a customer leaves.
Melt Shop has set the goal of eliminating the 1- and 2-star reviews, which has a strong correlation with higher guest retention, according to Rubin.
“Our team is very proactive and very engaged in Tattle,” said Rubin.
Solution #4
Improve Off-Premise Satisfaction Despite External Factors
“When it comes to off-premise, there are just that many more opportunities to fail,” said Spencer.
Restaurant services are often affected by external factors such as logistics, drivers, weather, traffic, and more. This is where Tattle helps Melt Shop focus on areas within their control, and prioritize the operational categories that could have the highest impact on guest satisfaction.
“For us, we really put all our efforts into focusing on the speed of service, packaging, temperature and accuracy,” said Spencer. “If we can nail those four buckets — as recommended by Tattle — our scores typically go up.”
Each one of these categories and many more can be measured, tracked, and dissected within Tattle.
The Results
Melt Shop has consistently seen large volumes of feedback data coming through Tattle on a weekly basis — far more than mystery shops were ever able to provide — and is able to accurately pinpoint the highest-impact growth opportunities at a location level.
Additionally. Melt Shop’s improvement-focused feedback strategy has earned them higher satisfaction scores among guests and more positive online reviews as a result of quality customer experiences.
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More Guest Feedback Collected
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Guests Satisfied With Replies
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Overall Guest Satisfaction Score
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