About Us

About Us


Introducing HGEM

Our Story

HGEM are the market leaders in Guest Experience Management. With nearly 20 years of experience and having worked with most of the brands across UK high-streets throughout the years, you can be sure HGEM are the experts in helping hospitality businesses grow through actionable guest insights.


HGEM - Hospitality Guest Experience Management

HGEM has always been a pioneer. We created the term ‘Guest Experience Management’ (GEM) in 2016 as part of our mission empower hospitality businesses through adopting GEM as a core business discipline. We wanted to go further than just monitoring feedback by actively managing the experience of guests and generating a culture of continuous improvement within teams.

Fast forward a few years, and we can proudly state our mission is flourishing - Guest Experience Management is now considered a common business practice across the industry. Many businesses are employing ‘Guest Experience Managers’ that use our original GEM framework and award-winning platform - The Hub.

But the pioneering spirit goes back further than that. In our original guise as The Mystery Dining Company, back in 2003, we created the term ‘mystery dining’ as a specialist form of mystery shopping. It reflected the deeper and longer experiences that are typical in hospitality, as compared with retail. Hot on the heels of the dot.com explosion, we were the first to use the internet to provide next-day reporting.

Throughout our story, we have valued working with clients that have a similar pioneering spirit. Together, we drive each other forward, always striving for innovative ways to achieve the ultimate goal of giving guests a great experience that they talk about, in order to build future sales. Some of our larger clients include wagamama, Pret a Manger, Brewdog, Lounges and Heineken’s Star Pubs & Bars. But we also enjoy working with many smaller businesses, sometimes with only a handful of sites but with bagfuls of ambition and creative ideas. Altogether, we support over 10,000 restaurants, pubs, hotels, cinemas and caterers.

Our service includes designated Client Success Managers, who ensure our clients get the best value out of our products. Most of the Client team have hospitality backgrounds, which enables them to understand the operational challenges and the factors that lead to success within a hospitality business.

We believe in developing close partnerships with our client contacts, helping them become the heroes of their team and leading the business to success.


Our People

Many of our people have joined us having worked in the hospitality industry and so it truly has shaped who we are and the way we behave. We understand the pressures and challenges of your teams because we have been there, and we’re passionate about supporting you to deliver a great guest experience every time. We were also crowned Employer of the Year at the Bath Live Business Awards.

Sue Kendall

Sue Kendall

Accounts Assistant

It’s really important to me that we get it right first time and on time and I feel fortunate to work in a team who really care about what it is they do.

Jess Ward

Jess Ward

Quality & Training Team Leader

I enjoy having an inside scope into our mystery guests' visits and helping them have the best experience possible, as well as providing clients with high quality reports.

Zoe Robinson

Zoe Robinson

Client Relationship Manager

I enjoy building strong relationships with my clients whilst supporting them in achieving excellence!

Amit Sawhney

Amit Sawhney

Software Engineer

Having fun and getting it done!

Rebecca Moore

Rebecca Moore

Assessor Recruitment Coordinator

I care most about maintaining our high standards of quality, and ensuring each report gives useful insight to our clients.

James Cottrell

James Cottrell

Web Engineer

What I care and treasure about my role, is the opportunity to work with incredibly talented and positive individuals to create cutting edge technology.

James Baxter

James Baxter

Software Engineer

I care most about problem solving, building great technology and working with happy people.

Ash Sharpe

Ash Sharpe

Client Relationship Manager

I enjoy partnering with clients to support and elevate them to the best they can be through the ownership of their guests experience.

Pradnya Nimbalkar

Pradnya Nimbalkar

Software Engineer

I care about continuously improving the quality of my work in the organisation and delivery of well designed, easy to use software which is enjoyable and simplifies users' life.

Amie Jackman

Amie Jackman

Implementation Coordinator

I enjoy creating bespoke questionnaires and visits that are tailored to our client’s style of service. Its satisfying to then see them create data that allows our clients to really drill into their guest’s experience.

Rebecca Mason

Rebecca Mason

Guest Community Coordinator

It’s great to be able to validate reports and gain a real insight into our mystery guests' experiences, but the most enjoyable part of my job, is managing the Diner Reward Scheme. Its lovely to be able to reward our mystery guests for their hard work and commitment.

Jenny Steele

Jenny Steele

Business Analyst

Helping the business to identify their goals and working effectively with IT and systems development to deliver them.

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Our Mystery Guests

At HGEM we are fortunate to have a fantastic community of mystery guests that we try hard to nurture and support as stakeholders in 'empowering hospitality'. In return, they go the extra mile to provide detailed and practical feedback on their experiences.

If you are interested in becoming one of our mystery guests, please go to mysterydining.net.

Learn more about what we do