Donatos re-engages Service Management Group for customer experience measurement

SMG Insights | May 5, 2015 SMG Insights 05/05/15

KANSAS CITY, MISSOURI, USA – Service Management Group (SMG) has once again been retained by Ohio-based Donatos Pizza to measure all 153 restaurant locations across six states. SMG is the global leader in customer experience measurement, helping more than 325 brands around the globe to listen, understand and act on customer feedback.

Donatos is a family-owned pizza restaurant dedicated to serving up quality since 1963. Their Edge-to-Edge® promise ensures that pizzas are loaded with fresh, premium ingredients on top of award-winning dough. Donatos’ works daily to deliver on their mission to create a superior product, hire great people and promote good will in business and the community.

“Donatos’ promise of serving superior tasting, premium quality products and providing exemplary customer service is a reputation over 50 years in the making. Thus, it is imperative that we have a measurement system in place to ensure that we’re delivering on that promise and meeting our customers’ expectations,” says Donatos Chief Operating Officer, Tom Pendrey. “SMG had an awesome reputation within Donatos based on the companies’ history of working together. I was impressed with SMG’s technology tools, consulting services and their commitment to keeping the relationship alive even when we weren’t a paying client.”

Donatos’ new receipt-based customer experience measurement program began collecting customer surveys in restaurants during the month of April. The data will be used to measure overall customer satisfaction, understand key drivers for purchase and guide the organization on areas for focus. Measurement of the customer experience will drive insights that increase customer satisfaction and loyalty. SMG’s proprietary model creates direct financial linkage between guest satisfaction, loyalty and sales.

“Donatos is a great brand. And we’re ecstatic to welcome them back into the SMG community,” says SMG Founder and CEO, Andy Fromm. “We continue to evolve as a company, and we’re always eager to share our latest innovations—and it’s even more rewarding when we bring past clients back. We’re already collaborating with Donatos to help them create more 5-star human experiences for their customers in the future.”

About Donatos:
Donatos Pizza, founded in 1963 by Jim Grote, is family-owned and operated, and headquartered in Columbus, Ohio. The creator of Edge to Edge® pizza, Donatos is recognized as one of the premier regional pizza chains in the USA, using only the freshest ingredients and highest food and safety standards to create delicious, quality products. Donatos and its franchise partners operate more than 150 restaurants in six states, and its products are proudly served in more than 15 entertainment and sports venues. For more information on Donatos Pizza, visit


About Service Management Group:
SMG (Service Management Group) partners with more than 325 brands to create 5-star human experiences that drive loyalty and create profitable sales. SMG’s holistic approach differentiates through state-of-the-art measurement, technology, and insights that help clients listen, understand, and act. Strategic solutions include Customer Experience Measurement, Employee Engagement, OmniView Feedback, Social Monitoring + Publishing, and Brand Research. SMG is an AMA Top 50 research firm with a global footprint—evaluating over 110 million surveys annually, in 49 languages across 121 countries. For more information visit or call 1-800-764-0439.


Customer Experience Update