Farmer J

Farmer J


Using Mystery Guest Audits to increase upselling

Farmer J is a unique healthy fast-food concept with multiple sites in London locations. The food is always cooked from scratch on-site and produce is sourced from high-welfare British farms as much as possible.

The Challenge

Farmer J wanted the ability to measure guest experience and to establish a structure on which they could reward and recognise staff for excellent performance. Upselling had historically been a weak spot for FoH teams, so Farmer J were looking to implement a programme that could turn it around.

The Challenge

The Solution

Based on Farmer J's objectives, HGEM recommended implementing Mystery Guest Audits, which help measure operational success in a completely objective way, track team performance over time, and therefore could successfully be used as a basis for incentivising staff.

HGEM worked closely together with Farmer J to design a bespoke questionnaire that would focus on the 6 key values of the business. Each section of the audit was configured to hone in on a different value to ensure all of the company's standards and processes were being followed.

The Outcome

Upselling - now that it's part of the audit, upselling has dramatically increased, reported Farmer J. This resulted in an 3% increase in Average Transaction Value in the subsequent quarter after implementing audits.

Food quality and availability - Regular feedback on these areas has been of utmost importance to Farmer J and has helped the company improve upon these areas.

Recruitment - with the bonus scheme that's based on the audit reports, Farmer J have been able to offer a higher rate of pay that's made recruitment easier.

The Outcome

"We've seen an improvement in standards across all restaurants as the team need to ensure the weekly audit is passed so weekly bonus can be achieved."

Rob Hodges | Head of Operations

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