Case Study: Checkers & Rally’s achieve improved guest satisfaction and operational consistency with Service Management Group (SMG)

Beyond bold flavor and big value, Checkers delves into data to optimize the guest experience

Checkers & Rally’s, the parent company of the Checkers and Rally’s quick‑service brands, needed a systematic way to listen to guests and drive a “Guest‑Obsessed” culture after previously relying only on a phone line for complaints. They engaged Service Management Group (SMG) to collect and analyze guest feedback using SMG’s GO (Guest Obsessed) Feedback Program, reporting website, and Benchmark Database to identify strengths, inconsistencies, and competitive gaps.

SMG implemented real‑time surveys, color‑coded email scorecards, and market benchmarking that Checkers & Rally’s integrated into daily operations, training, and incentives. Leveraging SMG data, Checkers raised its Highly Satisfied score from a 46% starting point to a near‑term goal of 52% (now targeting 72% to reach the top of the benchmark), improved consistency and decision‑making across restaurants, and used insights to guide hiring, training, and new‑market entry.

Checkers & Rally’s

Robin Gough-OBrien

Director of Operations Services