QSR International taps Service Management Group for consolidated customer experience measurement

SMG Insights | Jun 2, 2015 SMG Insights 06/02/15

smg---qsr-logosKANSAS CITY, MISSOURI, USA – Service Management Group (SMG) has been awarded QSR International’s business to measure more than 160 restaurant locations in Latin America and the Caribbean. 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.

QSR International is a multi-brand, master franchise quick service restaurant developer headquartered in Costa Rica and doing business in 16 countries. Brands include KFC, Smashburger, Cinnabon, Quiznos and Teriyaki Experience. Before engaging SMG in March, QSR International was familiar with the work being done for KFC internationally.

“Prior to hiring SMG, we did not have a comprehensive program in place to measure our customers’ experiences with our restaurants. We currently have 160 restaurants open and have plans for significant growth – as many as 90 restaurants in the next five years. As we expand, we need to make sure we have the right program in place to measure and act on customer feedback. SMG is doing smart work for KFC and we had exposure to that through our franchise relationship. When we met with SMG, the choice was clear,” said QSR International President Richard Eisenberg.

QSR International’s new receipt-based customer experience measurement program began collecting customer surveys in restaurants during the month of May. 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 and sales.

QSR International selected SMG specifically for their international work – SMG currently surveys customers in 49 languages across 121 countries. QSR International also noted the technology SMG offers in the form of real-time reporting at the store, field and corporate level.

“We’ve really been impressed with QSR International. They’re a smart organization poised for growth. They’re tapping our global expertise in combination with our ability to generate insights at the local level. In fact, 70 of our client brands are surveying in Spanish today. So we were really able to hit the ground running. And we’re excited to help make a significant impact in a short amount of time,” said SMG President and Chief Operating Officer Chris Egan.

About QSR International:

QSR International (QSR) is a 160-unit, multi-brand Master Franchise quick service restaurant developer currently conducting business in 16 countries throughout Latin America and the Caribbean.  In this region, QSR owns and operates the Master Franchise for Quiznos, Smashburger, and Teriyaki Experience where they currently have 128 units of these brands operating and an additional 83 units committed or under development.  Within Costa Rica, QSR bases its Restaurant Support Center (headquarters) and Restaurant Excellence Center (training facility). Costa Rica is also where QSR also owns, licenses, and operates 32 KFC’s, 18 Quiznos, two Smashburger restaurants, five Teriyaki Experience restaurants, one Cinnabon Bakery Shop and a Centenario Rum Bar & Cafe. In addition, through a subsidiary, QSR International owns and operates over 80% of all the food concessions on the airsides of the two largest international airports within Costa Rica. Finally, QSR, through wholly owned subsidiaries, operates several companies which service and supply the restaurant, hotel and retail grocery industries. These companies include a Restaurant Supply Chain Store (Chef’s Supply), an Industrial Bakery (Chef’s Kitchen), and a Real Estate Investment company. To learn more about QSR International, visit www.qsr.co.

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. To learn more about SMG, visit SMG.com or call 1-800-764-0439.

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