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.

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.

Maayan Francis

Maayan Francis

Mystery Guest Advisor

I love working to help to strengthen the bond between our mystery guests and clients through the experiences that are detailed in our reports. I enjoy chatting to our mystery guests and learning more about their encounters and the hospitality industry as I go.

Sally Whelan

Sally Whelan

Director

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

Ghervana Tanzarella

Ghervana Tanzarella

Mystery Guest Advisor

I’m very lucky to be part of a team that is supportive, kind and consistently working hard to help push the standard of hospitality.

Benedicte Adriaens

Benedicte Adriaens

Multilingual Report Validator

Being bilingual allows me to support our diners on both sides of the Channel. I enjoy ensuring the reports we send to our clients are of a high standard.

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.

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!

Richard Lewis

Richard Lewis

Infrastructure Manager

I really enjoy identifying the scope for enabling greater innovation and collaboration for internal teams and our clients and working together to deliver new value.

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.

Hannah Allsop

Hannah Allsop

B2C Marketing Manager

I love creating visual content whilst ensuring it’s fresh and in keeping with our brand. I also enjoy thinking of new ways to engage with our clients and mystery guests via social media.

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