Can surveys show whether our guests have changed?

Yes. Operators can compare NPS, sentiment and recurring themes by guest type, visit reason and daypart. If operational standards remain steady but one segment scores the experience lower, the issue may be the offer, value or positioning rather than venue execution.

Can guests rate the dishes they ordered?

Yes. With a supported POS connection, the survey can show questions about items from the guest's transaction. Established connections include Oracle Hospitality, Zonal and Access EPOS. Structured dish selection can be used where a direct connection is not available.

Which HGEM packages include Surveys?

Surveys are included in Ops Excellence and Reputation Management. Product Ratings uses the same survey but is included only in Ops Excellence and Full Suite.

HGEM's branded
post-visit guest surveys
for multi-site hospitality.

One response tells you what happened.
Thousands tell you what to change.

Book a demo

Guest survey

Weekend dinner · two days after the visit

How would you rate your overall experience?

4 out of 5

The team were lovely, but our mains arrived cold after a long wait.

From thousands of responses

Your guests +42NPS6 this quarter Highest among couples at weekend dinner

Your venues 3of 42 sites Speed of service slipping at weekend dinner

Your offer 1 in 5comments Portion size for the price

Surveys is included in

Choose the package that fits your priorities.

Ops Excellence

Improve service, the menu, and consistency across the estate.

Reputation Management

Recover the guest, and attract new ones.

Why surveys

Same experience. Different story.

Mystery visits, surveys and reviews each reveal something the others cannot.
You need all three to see the whole experience.

MYSTERY VISITS · STANDARDS AND DELIVERY

Did we deliver what we said we would?

✓20 minutes to food ✓Order correct ✓2nd drink offered

SURVEYS · EXPERIENCE AND CUSTOMER

What did our guests think, and who were they?

Friday dinner Family visit Really enjoyed it

REVIEWS · REPUTATION AND VISIBILITY

What does the market see?

★★★★★ "Great food and service"

The whole experience.

1Understand your guests

Your target guest should be your happiest guest.

Every response carries who came, so you can see whether the brand is landing with the guests it was designed for. If families are who you built the menu, the space and the pricing around, and families rate the visit lowest, the gap sits in the offer, not in one evening's service.

This describes the guests who answered, not every guest who visited.

NPS by guest type, last quarter Illustrative

Families+18

Couples+51

Groups+44

Solo+39

Families are the guest the brand is built around, and the group rating it lowest. That is a question about the offer, not about one site.

2Improve venue performance

Find the cause, fix the venue.

Identify the weak spots in your service, by shift or by issue. See instantly where you need more support, whether that's a rota change or more training.

Last 30 days, by daypart Illustrative

Net Promoter Score

Canary Wharf+48Lunch+31Evening17

Leeds Station+41Lunch+29Evening12

Cardiff Bay+36Lunch+45Evening9

Evenings sit behind lunch at two sites and ahead of it at Cardiff Bay, so the brief is a shift at a named site rather than a rule for the estate.

The same 30 days, by day of week Illustrative

Net Promoter Score

+58Mon

+61Tue

+57Wed

+52Thu

+38Fri

+31Sat

+54Sun

Midweek holds and the weekend does not, which points at how the busiest shifts are staffed rather than at the offer.

The same 30 days, by survey area Illustrative

Average score out of 10

Wait for mains6.4

Food temperature6.8

Holding up

Problem resolution7.9

Value for money8.2

Welcome8.6

Cleanliness8.9

Every question ranks like this, and so does every section of the survey, so the two at the top write the next shift briefing.

3Optimise your menu

Know which dishes are earning their place.

Your sales mix shows what sold. It cannot tell you whether anyone enjoyed it. Put guest ratings next to order counts and the dishes to promote, fix or cut pick themselves.

Cheeseburger in a brioche bun with melted cheese, pickles, lettuce and tomato, served with skin-on fries on a stoneware plate

Signature burger

Rated well, ordered lessPromote

Taste4.6

Portion4.4

Value4.1

A hidden favourite. Worth promoting.

Breaded chicken katsu sliced over white rice with curry sauce and shredded cabbage in a wide stoneware bowl

Katsu curry

Popular, starting to driftCheck

Taste4.2

Portion3.1

Temperature3.0

A practice to check at the site, not a recipe change.

Mixed leaf salad with cucumber, tomato, radish and red onion in a shallow stoneware bowl on a wooden table

Garden salad

Weak on both countsCut

Taste3.2

Portion2.9

Value2.6

Rated poorly and ordered less. A candidate to cut.

4Recover dissatisfied guests

Reply while the visit is still recent.

A low score can open a case with an owner and a response target. If the guest said you may contact them, Halo drafts five replies the team can edit and send.

Case opened from a survey response Illustrative

What the guest said

"Booked for 7, sat down at 7.35, and nobody told us why. Food was good when it came."

Owner

General manager, Leeds Station

Response target

Within 24 hours of the response landing

Halo drafts the reply

Draft 1 of 5 · Direct

"Thank you for telling us. A 35 minute wait with no explanation is not how we want a booked table to start, and I have raised it with the team running that sitting."

Use this draft

Draft 2 of 5 · Short

"Sorry we kept you waiting past your booking, and sorry nobody came over to say why. Good to hear the food landed well. Ask for me next time you are in."

Use this draft

Draft 3 of 5 · Explains the delay

"Thank you for the feedback. We were holding tables while an earlier party ran over, and we should have come and told you rather than leaving you to guess. We have changed how that sitting is planned."

Use this draft

Draft 4 of 5 · Invites them back

"I am sorry your table started 35 minutes late with no word from us. The team has your comments, and I would like to welcome you back so we can show you the visit we intended."

Use this draft

Draft 5 of 5 · Formal

"Thank you for taking the time to tell us. Being seated 35 minutes after a booked time, with no update, falls short of what we ask of every site. The general manager at Leeds Station will follow up with you directly."

Use this draft

Every draft is editable and written in your brand voice. The team reads through, picks the one that fits, and sends it.

5Create better marketing

Take what they thought into the next campaign.

Marketing can talk to the guests who told you what they thought, not only to the ones who opened the last email. CRM integrations put survey answers on the guest record, so campaigns can be segmented on what guests said about the visit.

Guest profile Illustrative

Visits this year4

Usually comes asA family, weekend lunch

Last campaignOpened, did not book

Noticed the launchYes

Rated the food 5 of 5 and the value 2 of 5. A guest who likes you and thinks you are expensive, so the next message is about the value story, not another discount.

Survey answers sit next to campaign behaviour, so the segment is built on both.

Customer storyWagamama

Their tools and support have become a core part of our business, enabling us to drive the best insights from both our guest surveys and mystery audits programmes.

Hannah Holmes, Director of Insight and Strategy, Wagamama

10,000+ guestsinvited to give feedback every month

Dish-level ratingsused after ingredient and process changes

CRM joinsurvey measures feed guest profiles for marketing

Explore our packages

Choose the outcome you need.

Ops Excellence

Surveys, mystery guest audits and Product Ratings, so teams can change the practice and the dish.

See the package

Reputation Management

Surveys plus public reviews, so you recover the guest in private and manage what the market sees.

See the package

Got a question? We have answers.

Surveys are included in Ops Excellence and Reputation Management. Product Ratings runs on the same survey inside Ops Excellence.

What is a hospitality guest survey?

A hospitality guest survey is a branded questionnaire sent after a visit to collect structured feedback such as NPS, sentiment and comments. HGEM connects each response to the visit so teams can recover dissatisfied guests and compare recurring themes across venues and guest segments.

What do guest surveys show that POS and CRM data cannot?

POS data records what a guest ordered. CRM data records who the guest is and how they respond to marketing. Neither records what the guest thought about the visit. Linking all three gives operators transaction, identity and perception in the same analysis.

How are guest surveys different from mystery audits and online reviews?

They answer different questions about the same visit. A mystery audit records what a trained visitor observed against your brand standard, so it shows whether the standard was kept. A guest survey records what the guests who actually visited said when you asked them, with each answer attached to the visit it came from, including the site, the time and what was ordered. A review records what one guest chose to publish, which is what the market sees. The three frequently disagree, and the disagreement is the useful part: a site can pass an audit, score poorly on the survey and still hold a reasonable public rating. HGEM runs all three so operators can compare them rather than average them.

What happens when a guest leaves a low score?

A low score can trigger a case with an owner, status and response target. If the guest has consented to contact, Halo produces five editable response drafts. The communication history stays with the case.

How long do HGEM Surveys take to launch?

HGEM can build a survey in about one week. The complete programme is usually ready within two to three weeks once the required information is supplied.

Turn more guest responses into better decisions.

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