How Mellow Mushroom Transformed Guest Experience with Tattle

The Partnership

Tattle & Mellow Mushroom

Mellow Mushroom is an Atlanta-based pizza brand known for its creative pies, vibrant atmosphere, and commitment to quality.

With 165 locations, it blends great food with a unique dining experience while equipping franchisees with top-tier tools for guest satisfaction and operations.

• Integrations: Olo, Personica, Aloha
• Locations: 165
• Survey Completion Rate: 92.45%

The Challenge

Managing Guest Feedback Across 165 Franchise Locations

Mellow Mushroom long desired to migrate from their legacy CX platform, which was outdated and ineffective for centralizing all feedback sources and dinging improvement areas.

Ahsan Jiva, EVP of Strategy & Transformation, had been looking into Tattle for two years. To him, the challenge was clear: "We needed a system that could consolidate all feedback, integrate seamlessly with all our tech stack, and help enforce SOPs across our franchise organization."

After evaluating multiple providers, they selected Tattle for "hitting all our must-haves, and many nice-to-haves." That includes consolidating online reviews and survey feedback into one dashboard, easily pinpointing improvement areas by location, having a user-friendly dashboard for the GMs, and easily exporting data to their BI platforms via APIs.

David Cavallin, Director of Planning and Analysis, said collecting feedback isn't the end goal, but knowing what to do with it.

"Guest feedback in the restaurant industry has remained fairly predictable over the years," said David. "We know general opportunities can arise around, say, speed of service and food consistency. However, Tattle offers more detailed insights, highlighting specific areas for improvement and pinpointing the locations that need attention. By leveraging this data to enhance our execution, we can boost guest satisfaction and the bottom line of mind for future visits."

The Solution

Transforming Mellow Mushroom's Operations

"I wish I could clone Kevin and have him in every store 24/7," Ahsan joked. "Since that's not possible, we rely on Tattle's real-time feedback to stay connected with guest experiences across all locations."

Every month, Kevin and his team pull guest insights data in Tattle – by location—to provide to their in-field operations teams. Not only is this data crucial for coaching the in-field teams on their biggest opportunity areas, but also for validating in-field observations.

Tattle also provides white-glove Quarterly Business Reviews to supplement dashboard insights, and tackles advanced analytics based on the brand's business needs at the moment.

With the help of Tattle data and analytics, the team finds it easier to narrow down its focus every quarter, decide their cadence for store visits, as well as what to look for during each visit.

"Tattle provides a continuous guest feedback loop to our operations team and helps us prevent problems by uncovering root causes," said David. "You're only as good as your last experience from a guest's perspective, so it's not 'once-and-done' exercise. Tattle helped us on our quest for continuous improvement ."

Real-Life Example

Using Data to Drive Speed of Service

Anecdotally, Mellow Mushroom had heard guests' feedback that to-go order quote time was inconsistent with the actual wait time. However, it was the speed of service score in Tattle, as well as the underlying factors (e.g. estimated pickup time) and guest survey comments, that showed the team the opportunities to improve quote times during specific volume thresholds.

"We were able to tell our field operations teams what the guests were literally saying," said Kevin. "And by combining other tools such as order delay tools, order buffering tools, and really tackling the issue at a location level, we were able to coach our restaurants on how to provide better quote times."

Easy for All

A User-Friendly Tool that Supercharges All Operators

"There might have been a fear of change when we rolled out Tattle, as with any change that happens in an organization, but when our operators realized how user-friendly it was versus the legacy platform we were using, the fear just washed itself away," said Kevin.

One of the most straightforward yet effective features for the team has been the "Photo Wall", where guests can attach photos to their survey submissions. Tattle also provides Mellow Mushroom with proprietary competitor benchmarking reports that show them where they stand among similar brands using Tattle.

"We didn't have benchmarking before, and that's very eye-opening for us," said Ahsan. "In some areas where we thought getting an 80% or 90% score isn't bad, but if we saw everyone is in the high 80s range, we would realize there's still room to improve."

The team also finds Tattle's data visualizations easy to access and understand.

"The data reports and charts that Tattle provides us are 'in your face'," said Kevin. "The pie charts, percentage changes, industry comparisons...you see everything here and you don't have to dig too far. As you dig, that information just keeps expanding."

But visualizing insights isn't the end-game, knowing what to do with it is.

"Guest feedback is almost a double-edged sword. When there's so much data, often you lose focus," said Ahsan. "So having that focus area in the form of a top opportunity by restaurant, by day part, and by channel, really removes a lot of the noise and helps us prioritize."

The Competitive Edge

A Game-Changer for Mellow Mushroom

Since adopting Tattle, Mellow Mushroom has seen significant operational improvements, a more focused approach to guest satisfaction, and a higher level of accountability across all locations.

"I'm a huge proponent of Tattle," Ahsan said. "The platform gives us the insights we need, and the Tattle team has been incredibly responsive—something we didn't have with past solutions. We're just scratching the surface, but we're already seeing huge benefits."

Looking to elevate your restaurant's guest experience like Mellow Mushroom? Book a demo with Tattle today.