NEWS17 April 2012

Burger King brings feedback programme to UK

New business UK

UK— Burger King has launched a customer feedback programme in the UK, following the success of similar projects in the US, Spain and Germany.

The Guest TracSM programme will be run in partnership with customer insight firm Service Management Group (SMG), which also runs the programme in other markets.

Customers visiting any of the UK’s 489 Burger King restaurants will be invited to take part in an online survey via their printed till receipt.

Information collected through the online survey, such as comments on food quality, cleanliness and speed of service, is meant to be fed back to Burger King immediately.

José Cil, Burger King’s EMEA president, said: “The Guest TracSM programme is a very valuable tool for us to get feedback first-hand from our customers, to measure how we are doing, and to take action in order to address any concerns that our customers may have.”