Called Capella Restaurant, the system aims to deliver surveys that make it convenient for customers to provide feedback while encouraging more detailed information to be shared so restaurant managers can make specific improvements.

The system also analyses the sentiment of customers’ comments, flags critical issues and provides benchmarks against key competitors.

“When it comes to securing customer feedback, some companies simply ‘check the box’ with basic customer satisfaction surveys, but if they’re not doing anything with the information – it’s pointless,” said Michael Allenson, senior strategic consulting director of the Restaurant Research Group at Maritz Research.