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.

Hannah Allsop

Hannah Allsop

Marketing Executive

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.

Jess Pow

Jess Pow

Implementation Coordinator

I enjoy the variety in my job; every client is different, and I enjoy the challenge of setting up a guest experience management scheme that reflects each individual clients needs.

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.

Nick Fisher

Nick Fisher

Mystery Guest Advisor

I really enjoy my role as everyday is different and the team are really friendly.

Chloe Chard-Harvey

Chloe Chard-Harvey

Support Coordinator

I love talking to people and problem solving so I love that my job combines the two.

Dana Winston-Day

Dana Winston-Day

Mystery Guest Advisor

I love working around so many genuinely kind and supportive people, I instantly feel at home.

Charlotte Fisher

Charlotte Fisher

Client Success Manager

I enjoy diving into the data on the Hub to understand customer habits and dining experiences to support our clients to be the best they can be – all while working with an amazing team!

Chloe Walker

Chloe Walker

Business Development Manager

I care most about finding the solution for client's challenges - listening to their needs and designing a scheme that suits the brand gives me great enjoyment.

Lloyd Williams

Lloyd Williams

Senior Business Intelligence Developer

Our Business Intelligence solutions are inspired by translating your needs into technical specifications. Our data drives actions through insight, allowing you to focus on what matters to you.

Ghervana Tanzarella

Ghervana Tanzarella

Support Coordinator

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.

Graziella Whitehouse

Graziella Whitehouse

Mystery Guest Advisor

I love this job. I finally feel professional. I love the people. I love the flexibility around my children. I love having the option to work at home and in the office. I love my manager.

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.

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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