Mystery shoppers and pizza restaurant ratings: a system that motivates the pursuit of excellence
Rigorous quality control
Our product isn’t just pizza. It’s a combination of a wow customer experience, excellent service, and a delicious product. One of our company’s core principles is that if it can’t be measured, it doesn’t exist. So how do we measure the quality of such a delicate, multifaceted product?
To do this, we’ve created an effective quality control system: a weekly pizza shop quality ranking and a «mystery shopper» program. Mystery shoppers order the product and evaluate its quality; these evaluations are compiled into a ranking, which identifies areas that need improvement.
To do this, we’ve created an effective quality control system: a weekly pizza shop quality ranking and a «mystery shopper» program. Mystery shoppers order the product and evaluate its quality; these evaluations are compiled into a ranking, which identifies areas that need improvement.
Mystery shoppers
Eight times a month, mystery shoppers visit pizzerias and order pizza for delivery to evaluate the quality of the food based on hundreds of criteria: from the cashiers' politeness to the color of the crust. Here is an example of such a report:
Weekly rankings
Every week, judges review the mystery shoppers' reports and assign ratings to the pizzerias. The rating is expressed as a percentage of the ideal, where 100% represents perfect alignment with the ideal. It consists of numerous criteria and is calculated using a methodology developed in-house. The calculation method is constantly refined based on feedback and suggestions from the pizzerias.
The consolidated rating is published on the partner website. All key decisions are made based on this rating:
It’s all very simple and transparent — the best markets go to those who perform better. The tool motivates franchisees to improve their performance and also to work on increasing the rating’s objectivity, since a franchisee may disagree with its results.
However, Dodo does not part ways with partners lightly. If a pizzeria has quality issues, the management company helps the manager fix everything. The company only parts ways with those who intentionally betray our customers' trust.
- If the rating is consistently poor, the pizzeria is removed from the network, even if it generates revenue in the form of royalties.
- If the rating is consistently high, the management company helps the partner continue to grow.
It’s all very simple and transparent — the best markets go to those who perform better. The tool motivates franchisees to improve their performance and also to work on increasing the rating’s objectivity, since a franchisee may disagree with its results.
However, Dodo does not part ways with partners lightly. If a pizzeria has quality issues, the management company helps the manager fix everything. The company only parts ways with those who intentionally betray our customers' trust.
Six channels are used to calculate the rating
1. Mystery shopper reports.
2. Telephone customer surveys. These surveys are conducted by operators at Dodo Pizza’s unified contact center. Customers who placed a delivery order no more than two hours ago are surveyed so that their memories of the product and service are still fresh. Customers are asked specific questions to evaluate the quality of service and products. For example: «Did the delivery person address you by name?», «Did they have change ready in advance?», «Were the pizza toppings cut evenly?», «How likely are you to recommend ordering from Dodo Pizza to your friends? Please rate on a scale of 1 to 10…».
3. Monitoring and analyzing customer complaints on social media. We do not delete negative posts from our official social media groups. Complaints are valuable. All complaints are reviewed, categorized by type, and included in the rating.
4. Analysis of complaints from customer support. These are complaints received by customer support via the quality control stickers affixed to boxes of finished products, by phone, email, or through the chat on the website and in the app.
2. Telephone customer surveys. These surveys are conducted by operators at Dodo Pizza’s unified contact center. Customers who placed a delivery order no more than two hours ago are surveyed so that their memories of the product and service are still fresh. Customers are asked specific questions to evaluate the quality of service and products. For example: «Did the delivery person address you by name?», «Did they have change ready in advance?», «Were the pizza toppings cut evenly?», «How likely are you to recommend ordering from Dodo Pizza to your friends? Please rate on a scale of 1 to 10…».
3. Monitoring and analyzing customer complaints on social media. We do not delete negative posts from our official social media groups. Complaints are valuable. All complaints are reviewed, categorized by type, and included in the rating.
4. Analysis of complaints from customer support. These are complaints received by customer support via the quality control stickers affixed to boxes of finished products, by phone, email, or through the chat on the website and in the app.
5. Analysis of stop lists. A stop list is a list of items that appear on a pizzeria’s menu but have been removed from sale for some reason. Since all pizzeria menus are generated in our Dodo IS cloud-based information system, we automatically track any items that are out of stock.