Case Study: M&S Cafés achieve rapid service improvements and sales growth with Kineo e-learning

M&S Cafés - Customer Case Study

Marks & Spencer’s cafés were underperforming: mystery‑dining scores sat around 64% with long queues, customer complaints and a risk to the wider store spend from frequent café visitors. The hospitality team needed to quickly train 8,000 café staff across 300+ units to lift service, reduce complaints and boost sales while keeping costs and environmental impact low.

M&S partnered with Kineo to build Café Service Heroes, a short, branded e‑learning module focused on the most impactful mistakes, practical scenarios and an authentic tone. Rolled out in‑store to the target audience in under six months and on budget, it lifted mystery‑dining scores to 86%, increased like‑for‑like café sales by 6%, improved food‑safety and operating standards, boosted employee engagement and delivered roughly £500k of first‑year savings.

M&S Cafe