Do you know, if your customers are satisfied?

Collecting customer feedback and especially reacting on it is an excellent marketing tool which is worth to be utilized in the foodservice business.

By Salla Arffman, Trainer

collecting customer feedback

How many times have you skipped a restaurant after hearing that the food they serve is not that excellent, the portions are too small, or the customer service poor? There you have it. They say that all publicity is good publicity, but in foodservice business it can be difficult to get rid of bad reputation and it can have a significant effect on your customer count.

As you know, If you’ve had a good experience you mention it to a few others, but bad experiences are spread much further as you talk about them at workplace and with friends. But how to get this information to the service provider?

How often do you give negative feedback directly to the service provider? Surely there are exceptions, but I personally belong to that group who actually lie straightforwardly to the waiter when asked ”How is your meal?”, even if half of the plate would be left untouched. And I don’t believe I’m the only one doing this.

Why should you collect customer feedback?

If the customers are coming in in a steady pace and you receive negative feedback a couple of times per month, then do you need to collect customer feedback separately? Yes, you do!

By collecting customer feedback systematically you will know about individual failures but also about successes. When giving feedback is made easy for the customer, they will be more likely to give positive feedback, as well. If the feedback process is complicated you are prone to getting feedback only from the customers who have had an especially bad experience.

A customer feedback survey enables you to emphasize the issues that are important to your business. If the aim is to develop the menu, you can ask in your survey what types of food the customers would like to see on the menu. If again you are aiming to improve customer satisfaction, you can ask questions on that issue particularly.

Collecting customer feedback and especially reacting on it is an excellent marketing tool which is worth to be utilized. The customers appreciate if their opinions are taken into consideration and these stories are told forward at the coffee breaks, as well.

5 rules for collecting customer feedback

  1. Make giving customer feedback as easy as possible for your customers. For many of us it is difficult to give negative feedback face-to-face, so you should be able to give feedback in writing and anonymously. The time has passed by the carton feedback boxes and many businesses are moving on to electronic customer feedback applications. You can give feedback through applications designed for this purpose for example with your smartphone, and the service provider will easily get reports on the feedback for analysis.
  2. Keep the survey simple, design the questions carefully and ask the right questions. How many of us has left a customer feedback survey unfinished because there have been too many questions? How many of us has been annoyed because the survey has not been consistent and it has included several questions meaning the same thing? You need to design the questions so, that the customers will find it easy to give answers and that they won’t enable ambiguous answers. Always ask one thing at a time. A good rule of thumb is not to ask about things on which you are not going to do anything or on which you cannot do anything.
  3. Engage your customers into answering the survey. The survey is not of much use, if only 2 % of your customers answer to it. The more you get feedback and the more versatile your survey is, the more useful it is. In many feedback surveys the customers are lured into answering with the help of a small prize, for example a sweepstake. On the other hand, if the customer feedback survey is marketed in the right way (for example: ”Suggest a new plate for the menu, 5 of the most popular ones will be added to the menu”) you shouldn’t be lacking answers.
  4. Make the survey visually good looking. Do not forget that customer feedback surveys are one of the most visual parts of customer communication and for this reason the survey should be in line with the visual appearance of the organization. If the questionnaire is dull and old-fashioned, this is what you will be communicating of your business, as well.
  5. React on the feedback as promptly as possible. What could be more annoying than getting a lame answer saying ”we’re sorry” to a feedback given over a month ago. You need to analyze the feedback and answer promptly to those who have left their contact information, and use the information for developing your operation. Always aim at turning a customer’s negative experience into a positive one by using a refund, for example. Promote the actions you have taken based on the feedback, for example bring it up on the menu if some plate has been included after a customer request.

JAMIX MENU Customer Feedback Service

Collecting customer feedback with Jamix Kitchen Intelligence SystemJAMIX Kitchen Intelligence System includes an additional feature for collecting customer feedback. The feedback is linked to the menus in JAMIX MENU service so the customer’s feedback is targeted at a specific menu in in the program. The customer can give feedback on a whole meal (for example ”Really friendly customer service at lunch time!”) or a part of meal (”Macaroni and cheese was especially good today!”). The customers can give feedback with their own smartphones, for example.

You can design and create as many questions as you need to have. Question type options include stars, smileys and text. The customers can add pictures on the feedback, as well. Reports on feedback can be found in JAMIX Kitchen Intelligence System.

Contact us for more information on JAMIX MENU Customer Feedback Service: [email protected]

Ron DeSantis Certified Master Chef

“Jamix is the most innovative total kitchen system I’ve ever worked with”

Jamix has been honored with 2019 Kitchen Innovations Award, and “is establishing itself as the industry leader in kitchen management systems.” This is one of the topics in the following newsletter by Certified Master Chef Ron DeSantis.

Food Is Just the Beginning™
by Ron DeSantis

Volume 2 Issue 3
March 2019

200 Totoket Rd
Branford, CT 06405

Come On, Already!

Burnt ends. Many of you reading know just what that means. And if you know what that means, you’re having happy burnt ends memories.

I was in Queens last week for a quick project. Luckily, I have a very good friend in Queens that did the driving. On the way he said we’re going to pass a BBQ joint with great burnt ends. And while I was executing my project, he was going to get some burnt ends. Oh baby! They were magnificent.


Master Chef Insights

2019 NRA Kitchen Innovations Award

Jamix Kitchen Management Systems is the recipient of a 2019 NRA Kitchen Innovations Award. Full disclosure – I’ve been working closely with Jamix CEO Mikko Jaatinen since mid 2017. Jamix has set up business in the US. Boston to be precise and is establishing itself as the industry leader in kitchen management systems.

Jamix is the most innovative total kitchen system I’ve ever worked with. Not only is the functionality completely intuitive, it is also totally cloud-based. I use it for CulinaryNXT and I only need a computer, tablet or handheld to access all my culinary-centered data.

I’m personally very excited to see Jamix as a part of the Kitchen Innovations’ award group.

NAFEM 2019

After a hiatus I attended the 2019 NAFEM show in Orlando. Once there, I remembered why I enjoy NAFEM – I’m an equipment junkie. The show is like being a kid in a toy shop…just with BIG (and expensive) toys.

My key take-aways were: delivery/ bringing outdoors indoors/ robotics.


The food delivery boom is on. Several manufacturers offered delivery solutions for food operators. Whether food needs to be kept hot or cold, there are multiple solutions. What delivery solutions don’t do is guide operators to offer delivery menus that eat well off-site. However, the ability to stabilize the service containers and keep food at appropriate service temperature is excellent.


Robots will continue to find a place in foodservice. At NAFEM robot arms mixed and served drinks. Although these set ups seemed more inclined to create a wow effect rather than a solution (like the burger flipper at NRA many years ago), they will find their way into daily operations. I was in Boston recently and visited Spyce restaurant. The food is prepared by robots and is VERY good. From the  placing a food order on the kiosk you will have your hot food in 3 minutes. Daniel Boulud and a team of MIT grads  developed the concept. This is a restaurant where robots are in full production mode and the food is very good. NAFEM showed robots in additional settings and that they are going to be a part of our landscape. Incidentally, one of supermarkets in my town has a robot named Marty. It cruises the aisles and if it finds something on the floor at least a large as a quarter it generates a page to clean up in that aisle.

Outdoors Indoors

Very interesting to me was the effort of manufacturers to bring the outdoors indoors. The natural open-flame grills, wood-burning hearth ovens, charcoal-fired ovens, and  plant growing cabinets are now main-stream. Last year one of my predictions for foodservice was – Fire. That meant that the use of natural open-flame cooking will continue to grow. At NAFEM these types of equipment were front row.

The other piece of outdoors indoors looked like a glass-door refrigerator that was designed to grow microgreens or any other plants that could be used for food production. The implication of fresh wholesome food is clearly on display with this piece of equipment.

One other bonus. NAFEM is in Orlando in the dead of winter in New England and is a welcome day to get some warm weather!

Culinary & more…

Blending Meat with Other Ingredients

By now the industry has heard of the blended burger. The inception blended a specific amount of meat (beef) with mushroom duxelles. The result was beef that tasted better! The umami effect of the duxelles boosted the natural flavor of the beef and provided additional moisture. I was leading the culinary efforts at Yale and launched the blended burger as a regular menu item a couple of years ago.

Here’s a fresh blend that has really resonated. I call it a Philly Cheesesteak Burger. In this case it is made with Hungry Planet plant-based beef. In other words, it’s all vegan. I caramelized small diced onions and blended that with the plant-based meat. It was served with a toasted sesame seed bun, secret sauce, thinly sliced spicy dill pickle, vegan cheddar cheese, and fresh tomato. I loved it.

But don’t take my word for it. This was presented to a panel of tasters in NYC recently. Not only was it regarded as delicious, but most were doubtful that it was vegan…it was.

This isn’t about vegan food, directly. It’s about using daily ingredients to build and deliver delicious, and satisfying food. In this case it happens to be vegan, and I’m sure adding the caramelized onions to traditional beef will result in equally delicious results.

Ingredient of the Month


Yes, potatoes. Why? Because potatoes are not created equally. The obvious potatoes are baking potatoes and red skin potatoes. The first for, well, baking and the red for potato salad. The list of potatoes available to the professional chef is getting better. These potatoes are:

Mozart/Norland/Yukon Gold/Colomba/Ivory Russet/Burbank Russet/Sifra to name a few.

Potatoes have flavor characteristics such as: aroma/bitterness/sweetness/dry/solid matter/wateriness/waxy and of course flavor. Each potato’s special characteristics allow chefs to use potatoes that are best suited for the preparation application, and for the best taste to compliment the other ingredients in a recipe or menu.

Finally, fries are, arguably, king when talking about potatoes. Face it, we LOVE fries, but potatoes are extremely versatile and are naturally compatible with so many foods. From parsley buttered potatoes to pommes souffle, potatoes have a place at the table.

Cooking Tip

Using a Home Food Grinder

Freshly ground beef for a burger is almost a thing of the past. I still remember working in the local supermarket and watching the store’s butcher grind beef in a gigantic meat grinder. The look of that freshly ground meat stayed with me.

Fortunately, meat grinders are smaller and suitable for home use. I’ll go out on a limb here and say that a lot of people have a Kitchen Aid stand mixer. If that’s true, then get a grinder attachment if you don’t already have one.

To get great ground meat, chicken, fish there are a couple of tips to ensure the meat is ground and not pureed through the grinding plate. Also, part nomenclature is probably worthwhile.


  • Grinder housing – this is the part that attaches to the stand mixer.
  • Auger – this is the large “screw”-like part that slides horizontally into the grinder housing.
  • Knife – attaches to the end of the auger and actually cuts the meat before pushing through the grinder plate.
  • Grinder plate – a round heavy metal disk with holes. The plates come with different sized holes.
  • Collar or Retaining Ring – a heavy gauge metal or plastic that screws onto the end of the grinder housing to hold all parts in the housing.
  • Plunger – used to push meat, fish, poultry into the auger.

Tips to a great grind:

  • Have all ingredients and grinder parts chilled.
  • Cut all meat, fish or poultry into 1 ½” cubes.
  • Add cubed meat a few pieces at a time, press gently with plunger.

These tips will ensure the meat grinds evenly and doesn’t smash against the grinder plate. If your grind looks like a puree coming out, turn off, clean it all out and start again but this time only add a few pieces of cubed meat into the auger ensuring it grinds before adding more.

Now enjoy the best ground meat.

CulinaryNXT is a food service advisory practice drawing on Ron DeSantis’ 30 years of experience in all facets of the food industry.  Ron is one of only 70 Certified Master Chefs worldwide and has advised organizations of all sizes and types. His strengths include culinary innovation, menu and recipe development, culinary assessment, bottom-line results, and communication skills that allow him to implement solutions effectively.

CulinaryNXT’s base is in New Haven, but its reach is truly global. CulinaryNXT’s relationships extend to numerous countries around the world in a client and alliance network that has been built over many years. These relationships provide both global support and local knowledge.