De Pizzabakkers x Secret View
14/2/2024
De Pizzabakkers, a Dutch hospitality group with restaurants and To Go locations and now a well-known name in the Dutch hospitality landscape, welcomes lovers of authentic Italian pizzas with a matching glass of prosecco. With 35 locations in the Netherlands, and more to come, there is also a desire to gain a deeper insight into the guest experience. The focus here is on measuring all the steps of the guest journey and continuously improving it.
Quality and atmosphere: The challenges of growth
A real good Italian pizza was not to be found in Amsterdam, according to founders Margreet and Anthony, so they decided to start a restaurant themselves. In 2009 they started, together with their best friends Siang-Lan and Dmitri, De Pizzabakkers Haarlemmerdijk. After the opening, it was immediately busy and soon after that restaurant number two opened. They now have restaurants and To Go locations throughout the Netherlands and work a lot with franchisees.
For a company that is growing fast, it is essential to safeguard the quality and convey the formula of De Pizzabakkers in a consistent way everywhere. De Pizzabakkers strive to create the same atmosphere and hospitality everywhere. This is a challenge with so many locations and franchisees. The mystery shopping research will provide them with this insight and enable them to make data-driven choices.
De Pizzabakkers has two different guest journeys, the guest in the restaurant and the guest who comes to pick up a pizza at a to go bar. The difference in the guest journey affects the experience. For this reason, there are two guest journeys that De Pizzabakkers measures, with a matching questionnaire for each guest journey. Of course, the results are bundled in one dashboard.
In-depth feedback, with a why behind every question
Lex Leurs, Restaurant Quality Consultant, emphasizes the importance of measuring the guest experience: ‘‘We want to put more focus on the experience of our guest. No checklists that are ticked off, but answers with content, with a why behind every question. That is exactly what Secret View offers.’’
‘‘After a successful pilot, we decided to go with Secret View. De Pizzabakkers sees in Secret View a partner that can grow with our ambitions. With Secret View’s expertise in mystery shopping research and the clear dashboard, this collaboration offers us the opportunity to take the guest experience to a higher level and continuously improve the quality. We look forward to the results and the learnings we will get out of it.’’
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