The Client
German Doner Kebab operates 170 quick-service restaurants across the UK, run under a franchise model that gives local operators day-to-day control of their locations. Over half of GDK's business flows through third-party delivery platforms like Just Eat and Deliveroo.
The Challenge
Guest feedback arrived through 10 to 12 disconnected sources, with a central team of three reading and sorting it by hand. The process could report what had already gone wrong, but never caught a problem before it spread — so leadership made costly calls on instinct, including a mandate to move to 100% kiosk ordering.
Decisions Driven by Assumptions, Not Customer Reality
GDK's franchise model gave local operators control, but it also meant leadership had no single view of what guests were actually experiencing across the network.
Fragmented Feedback
Guest feedback arrived through 10 to 12 disconnected sources: reviews, surveys, delivery apps, with nothing connecting them. Feedback from third-party delivery platforms was especially easy to miss.
Manual Triage
A central team of three worked full-time just reading and sorting incoming feedback by hand. The process was entirely reactive, useful for reporting what had already gone wrong, but never fast enough to catch a problem before it spread.
Blind Decisions
Without a clear signal from guests, leadership made costly calls on instinct. A mandate to move to 100% kiosk ordering ignored feedback showing guests strongly preferred human interaction. Delivery pricing changes overlooked "value for money" complaints already sitting in the data.
"One of the aims of bringing Reputation in was pulling that big data together so we can really understand it. The second aim was to put the power in our franchise partners' and restaurant managers' hands."
The Solution
Reputation pulled every source into one platform, used AI to triage each piece of feedback by severity, and put real-time dashboards directly in front of franchise partners and restaurant managers. RepScore became the single number the business trusts.
Customer Signals
More than 10 sources, reviews, delivery apps, surveys, are pulled into one unified platform, replacing the old patchwork of disconnected tools.
Reputation Intelligence
AI automatically triages every piece of feedback as Amber, Red, or Green based on severity, so nothing urgent goes unnoticed.
Coordinated Action
Real-time dashboards put each restaurant's own data directly in front of its franchise partner and manager. One manager, Sandeep Joshi, used his store's feedback to hit a personal RepScore of 905. Weekly league tables also flag suspicious reviews, giving local teams a way to protect their own scores.
Business Performance
Freed from manual sorting, and without adding headcount, the central team now focuses on finding and fixing the root causes behind recurring complaints.
RepScore as a Measurable Revenue Driver
Once feedback was unified into a single score, a clear pattern emerged: restaurants with stronger scores consistently outperformed on sales.
As leadership put it... "If we were going to trust one number, it's the RepScore."
- Feedback from 10+ sources now visible in one place, in real time
- The kiosk mandate was reversed once data confirmed guests wanted human service
- GDK lowered prices on Deliveroo instead of raising them: the resulting volume surge drove a net sales gain
- The central team now spends its time fixing root causes, not sorting feedback
"One of the aims of bringing Reputation in was pulling that big data together so we can really understand it. The second aim was to put the power in our franchise partners' and restaurant managers' hands."
"One of the aims of bringing Reputation in was pulling that big data together so we can really understand it. The second aim was to put the power in our franchise partners' and restaurant managers' hands."