Restaurants coming back to mystery shoppers

News Brief...
March 29, 2006

Restaurant chains have traditionally been a key source of business for many mystery shopper organisations in the USA, providing one-third or more of domestic business. But by mid-2004, mystery shopping provider National Shopping Service says it had observed a definite downward trend, with restaurants providing only 28% of the company's revenue. By mid-2005, the proportion of the company's revenue coming from restaurants had fallen to 23.8% as restaurant chain operators began switching to interactive voice response (IVR) and other satisfaction survey tools. However, in 2006, the company says the tide has turned again: restaurants now account for over 30% of revenues so far, with a record number of new projects in development. "For an accurate picture, you need both quantitative, objective measurements and qualitative, subjective feedback," explained Tony Yorba, executive vice president for National Shopping Service. For example, restaurants and c-stores will see discrepancies when comparing actual wait times (from mystery shoppers) to perceived wait times (from IVR responses).