About Us

About Us


Introducing HGEM

Our Story

Software with a Service

HGEM has been a pioneer for over 20 years. In 2003, we were the first to use 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.

Fast forward to the mid-2010's, and there are many more ways to gain insights from guests from surveys and reviews. We embraced these and were the first to use the term ‘Guest Experience Management’ (GEM). Our mission was to establish this as a core business discipline for hospitality businesses and to be the best source of expertise and tools. That mission has been achieved.

Now, in the mid-2020s, HGEM's award-winning platform, The Hub, is used by tens of thousands of venues, large and small. Guest Experience Managers with operations and marketing roles use it to engage with guests and gain insights that help them to grow sales.

But our growth is not just fueled by our amazing software. Because working in partnership with our clients comes as standard. We act as an extension to your team, interested in your strategy and playing our part to help you achieve it. It's how we learn and innovate. Many of our team have had careers in hospitality, so we understand the terminology and the challenges. We call this 'Software with a Service' and you won't find it anywhere else.

Let's see what we can achieve together!


Come and meet our team...

Lauren Gould

Lauren Gould

Head of Operations

I enjoy engaging with our clients and learning about what they are trying to achieve, then in partnership with them, building a solution that can support and help them reach their targets. I’m proud to work in such a fantastic industry.

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.

Ben Edwards

Ben Edwards

Mystery Guest Advisor

I really enjoy working to improve and empower hospitality amongst such a friendly and supportive team.

Bradley Gunn

Bradley Gunn

Principal Software Engineer

I love producing high quality software that continually adds value for both the business and our clients

Maisie Harris

Maisie Harris

Implementation Manager

I love the variety of my role and working with my clients to help enhance their customer service journey.

Lloyd Williams

Lloyd Williams

Business Intelligence Technical Lead

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.

Polly Werran

Polly Werran

Mystery Guest Advisor

I’m really happy to be a part of a supportive team that strives to deliver excellent feedback to our clients.

Raoni Lima

Raoni Lima

Software Tester

I enjoy delivering high-quality products that help the company and clients achieve their goals.

Megan Gibbs

Megan Gibbs

Support Coorinator

I absolutely love working with such a friendly and supportive team! I enjoy helping diners with any queries they have and helping to make their overall experience positive.

Graziella Whitehouse

Graziella Whitehouse

Mystery Guest Advisor

I enjoy reading all about different dining experiences and still be part of the hospitality world. A huge bonus is that I work with a wonderful, supportive team.

Suzi Jordan

Suzi Jordan

Senior Business Development Manager

I enjoy supporting clients to make the most of their guest feedback, identifying key trends to highlight where they can continually improve experiences, so their customers come back time and again.

Charlotte Fisher

Charlotte Fisher

Senior 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!

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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.

Mystery Guest 64520

"I like being able to feel like my experience as a Mystery Guest is being heard by the places I eat at. That my feedback might help improve service or reward those doing a good job."

Mystery Guest 64520

Mystery Guest 61441

"When I now go for a drink or meal, whether I’m on a Mystery Visit or not, I tend to take notice of my environment a lot more than I used to. I also can identify good customer service and appreciate how hard staff work whilst looking after their customers."

Mystery Guest 61441

Mystery Guest 82635

"Through the eyes of a customer, sharing my experience with companies that I otherwise might never have chosen to visit and sharing great opportunities that allow them to be first for customer service."

Mystery Guest 82635

Mystery Guest 57893

"I really appreciate being able to have a night away and explore somewhere new. I even enjoy the report writing. I am constantly surprised by the gems I've found eating at places I'd have never tried with my own money."

Mystery Guest 57893

Learn more about what we do