This is the age of the customer.
“The consumer has more power today to give feedback in a number of ways, from social media, websites, and call centers to actually coming to a restaurant and having an experience,” says Lonnie Mayne, president of InMoment. “They have a very loud voice.”
To capture consumers’ voices and present their thoughts, criticisms, and reviews on a dining experience, the industry has seen an influx of platforms to meld the consumer voice into one actionable package for operators.
One of the companies in the field creating results is InMoment. InMoment, which was formerly known as Mindshare Technologies but rebranded in June, listens to customer opinions and presents them in a simple and neat way for restaurants. It uses what it calls the experience hub to learn about guests’ experiences, capture and centralize the data, and offer the information to restaurant clients so they can improve their businesses.
For restaurants, InMoment often captures the guest experience through consumer surveys that include both open-ended and structured questions. The information that the Experience Hub spits out can help brands understand whether their identity matches with consumers’ perception of them, how new dishes are perceived, and how the menu can be adjusted to show a better value. It can even be used to train new staff.
Full-service restaurant clients of InMoment include The Melting Pot and Brinker International, parent company of Chili’s. The Melting Pot has worked with InMoment for six years. More recently, the brand used the information it received from InMoment to raise its perception of value with guests when it launched a new menu in January 2013.
Mike Lester, president of The Melting Pot, says he’s been told he uses InMoment in an effective and useful way. The restaurant began working with InMoment (then MindShare) in 2008, when the Melting Pot decided to move away from its mystery diner program and instead implement InMoment to survey guests about the meal, the experience, the service, and the brand in general.
“Right away, we learned some very important things about our guests that dispelled some long-held beliefs that we had within our organization,” Lester recalls. “The Melting Pot is more of an experience, and we felt, as operators, that our guests enjoyed a lengthier, more paced-out experience. And by and large that’s true, but what guests told us was, there were certain elements of the experience they wished could be a little more efficient.”