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 to 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.

Annabelle Simons

Annabelle Simons

Mystery Guest Advisor

It’s fun to get an insight into people’s lives through their dining experiences and be a part of improving the dining world.

Samantha Grimes

Samantha Grimes

Assessment Quality Manager

I love working in such a friendly positive team and speaking with our mystery guests about their dining experiences.

Paul Watts

Paul Watts

Technical Lead

Leading the technical team to design and build fantastic software to help our clients have the very best insight into their business.

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.

Sandra Dale

Sandra Dale

Accounts & HR Process Manager

It's important to me that the accounts are accurate, and I love the fact that in my role I interact with everyone in the company, as well as with our clients and our diners.

Jess Ward

Jess Ward

User Acceptance Tester

I love helping others and solving problems, every day is different and there’s always a chance to learn something new and improve the experience of all users

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.

Grace Ison

Grace Ison

Client Success Manager

I love getting to understand and learn each client's unique focus when it comes to their guests journey.

Paul Pritchard

Paul Pritchard

Business Intelligence Manager

It’s really important to me that our data is secure, accurate and accessible and that our reporting infrastructure is fast, reliable and always available. We always ensure our reporting is engaging, actionable and insightful.

Gary Bond

Gary Bond

Senior Web Engineer

I care most about getting stuff done right and helping my team to focus on that too.

Rosa Esposito

Rosa Esposito

Mystery Guest Advisor

Sally Whelan

Sally Whelan

Director

Sharing insightful guest experience information to enable hospitality operators to become ever more hospitable.

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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