The Partnership
Melt Shop & Tattle
Founded in 2011 in New York City, Melt Shop began with the mission to create the ultimate melted sandwich experience.
Known for its signature grilled cheese and comfort food classics, it offers a diverse menu of melts, crispy chicken, and hand-spun shakes at locations across the United States.
- Integrations: Olo, Punchh, PAR Brink
- Locations: 5
- Survey Completion Rate: 91.2%
The Problem
Mystery Shops Were Not Getting The Job Done
"Prior to Tattle, we tested a number of different secret shopper programs. It was expensive and we didn't get a critical mass of data to see how locations performed across day parts and channels," said Spencer Rubin, CEO and Founder of Melt Shop.
"Also, our team was able to quickly sniff out who a mystery shopper was based on the questions they asked."
The Solution
High-Velocity Insights. 24/7.
After setting up Tattle, the feedback began to pour in.
Utilizing Tattle's causation-based surveys — which contain copious operational questions and yields an average 94.3% completion rate — Melt Shop immediately had a much larger, more cost-effective stream of feedback than ever before.
In fact, soon after implementing Tattle, Melt Shop's operations teams were surprised at the sheer volume of survey submissions they were seeing.
Instead of getting generic mystery shopper data that was limited in quantity, the team suddenly had their eyes opened to the experiences of a true guest and what they were actually thinking.
"We were not used to hearing so much real-time information as to what our guests were experiencing. It really got the team thinking more so from the perspective of a guest."
Spencer RubinCEO & Founder, Melt Shop
Next? Tackle low-hanging fruit that make for great operational improvements.
"We look at the dashboard very frequently," said Rubin. "Tattle helps us discover, and dive into, key operational opportunities without overthinking it."
Tattle's dashboard not only provides a clear and easy-to-use view of survey data but also helps decide what to focus on. It identifies areas for improvement at each location and suggests actions to boost overall guest satisfaction, guided by our machine-learning algorithm.
In fact, locations that meet Tattle's recommended improvement goals have about an 84% chance of improving guest satisfaction within 30 days and a 97% chance of increasing revenue in the next 60-90 days.
Tattle quickly intercepts negative reviews and recovers customers.
"We really like the fact that we can intercept and get in touch with people really quickly when there's a negative experience," said Rubin. "In the past, we couldn't fix those things if we didn't know about them. Tattle gives us another channel of winning people's trust back."
In addition to manually reviewing survey submissions and sending personalized responses, Tattle can send different apology emails and rewards based on how many stars a guest leaves.
Melt Shop has set the goal of eliminating the 1- and 2-star reviews, which has a strong correlation with higher guest retention, according to Rubin.
"We are very proactive and engaged in Tattle," said Rubin.
Next? Tackle low-hanging fruit that make for great operational improvements.
"When it comes to off-premise, there are just that many more opportunities to fail," said Rubin.
Restaurant services are often influenced by factors like logistics, drivers, weather, and traffic. Tattle helps Melt Shop focus on what they can control and prioritize the areas that will have the biggest impact on guest satisfaction.
"For us, we really put all our efforts into focusing on the speed of service, packaging, temperature and accuracy," said Spencer. "If we can nail those four buckets, our scores typically go up."
Each one of these categories and many more can be measured, tracked, and dissected within Tattle.
