Madaq Chocolatier x Secret View
13/3/2025
Exciting (and delicious) news for all chocolate lovers: our new collaboration with Madaq! The chocolatier, famous for their ‘viral’ apple crumbles, now has four locations in the Netherlands, which our mystery shoppers visit every month. But that’s not all: Madaq has also started conducting internal audits to gain a complete understanding of their operations, from the customer experience to the behind-the-scenes proces.
Honest chocolate for an unforgettable experience
At Madaq, honesty is at the heart of chocolate-making. You can taste it in their natural ingredients, processed in the purest form and crafted in their atelier in Velp. Today, there are already four Madaq locations in the Netherlands.
Founder Soufiane Mourabit brings the warm, welcoming Moroccan food culture to life with Madaq. In this culture, food is the bridge between moments and memories. And that’s exactly what Madaq strives for: an experience that brings people together. It’s no surprise that the choice to work with us was made so quickly! With our mystery shopping research, Madaq gains a complete picture of the guest journey in their locations, strengthening the ultimate Madaq experience.
Mapping the complete guest journey
But how do we measure whether Madaq truly delivers that unforgettable experience? We have incorporated Madaq’s detailed customer journey into our questionnaire, which our mystery shoppers follow during their visits. They focus on every detail: in-store service (for example, whether a chocolate is offered), explanations about the brand, product knowledge, and farewell moments, as well as upselling efforts. This includes bundle-selling, gift purchases, or product personalization.
Soufiane Mourabit, Founder & CEO of Madaq Chocolatier:
"At Madaq, quality is everything—from our chocolate to the experience in our stores. Thanks to Secret View, we now have a clear dashboard that shows all our improvement points at a glance. This allows us to keep growing and offer our customers the best possible experience."
Want to create the ultimate experience in your stores?
Curious how mystery shopping can optimize your store experience? Discover what we can do for your brand or get in touch with us!
Want to experience the real Madaq magic yourself?
Check out the assignments for Madaq Chocolatier on our platform!
