NPS in hospitality

Hospitality NPS (net promoter scores) are soaring

NPS in hospitality is soaring according to this week’s Customer Sentiment Tracker from Feed It Back and KAM Media. Following feedback from those who visited hospitality venues this weekend, the overall industry net promoter score sits at 63. This is well above pre-lockdown levels (58).

The rise in scores are mainly driven by the casual dining and casual premium segments. Both segments saw a 10-point increase compared with last week. Pubs are also delivering strong scores.

“Following a dip last week, it’s exciting news that net promoter scores are already well above pre-lockdown levels. People are pleased to be back and venues are delivering against customers’ needs” comments Carlo Platia, CEO, Feed It Back.

96% of returning customers say that new safety procedures gave them confidence to return. This is a rise even from last week (93%.) Despite this, the number of complaints about cleanliness specifically has risen since re-opening weekend – from 7% to 10%. Pre-lockdown less than 1% of complaints were focussed on cleanliness.

We can not become complacent about cleanliness

Overall the KPIs are going in the right direction . This suggests that operators are really listening to customers and offering them a satisfying and safe experience. However, operators need to work with staff to ensure they don’t become complacent over the next few weeks. New and nervous customers are slowly returning to venues and need to be re-assured at every point in the experience. Just because staff are getting used to the new procedures, it doesn’t mean customers are likely to be anymore relaxed about their safety. 

Re-focus on food quality

Food quality is the area which is receiving the highest number of complaints. Pre-lockdown food quality was always one of the top complaints and there is no change now. With all the focus on cleanliness and safety, operators need to keep their eye on food quality, especially with simplified menus and new food items being offered by many venues.

KAM research showed that food-led occasions are likely to be the ones most negatively affected by footfall with 45% of consumers saying they’d eat out less frequently post-lockdown.

Food preparation and serving leave more room for human contact so many consumers felt they would eat out less often, with people much happier to pop out for a quick pint. We need to work hard to tempt people back out of their houses with food experiences which can’t be replicated at home. And the first visit back, in particular, needs to be outstanding.

New Customer Sentiment Tracker

The new tracker measures key KPIs focussed on customer sentiment including NPS and satisfaction ratings covering cleanliness, atmosphere, service and value. To receive the tracker direct to your inbox, visit

Blake Gladman

Hi, I'm Blake, Strategy & Insight Director at KAM. I look after all our research products and manage the collection and delivery of insight throughout KAM. I love long runs and good food (the perfect life balance).