• Mystery Shopping your Customer Experience

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    Updated: 14th April, 2025 | Created: 21st March, 2024
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    In today’s landscape, where consumers are more budget-conscious and take-away enthusiasts are converting to ‘fake-aways’, the restaurant industry faces new age challenges and opportunities. With the surge in dine-at-home deals and the rise of culinary content on platforms like TikTok and Instagram, providing a stellar dining experience has become non-negotiable. Here’s where mystery shopping steps in as a game-changer for restaurants.

    Maximizing Customer Experience:

    In a world where every dollar counts, consumers demand value for their money. Mystery shopping allows restaurants to gauge the entire customer journey, from ambience to service quality. By gathering feedback from incognito evaluators, restaurants can pinpoint areas for improvement and ensure that every interaction leaves a lasting impression.

    Adapting to Changing Consumer Behavior:

    The rise of dine-at-home deals and the emergence of home chefs mean that restaurants must adapt to evolving consumer preferences. Mystery shopping provides valuable insights into these shifts, enabling restaurants to tailor their offerings and strategies accordingly. By staying ahead of the curve, restaurants can remain relevant and capture a larger share of the market.

    Safeguarding Brand Reputation:

    In the age of social media, a single negative review can tarnish a restaurant’s reputation. Mystery shopping enables restaurants to address issues proactively, safeguarding their brand image and preserving customer trust. By consistently delivering exceptional experiences, restaurants can build a strong brand reputation that resonates with customers both online and offline.

    Optimizing Operations for Efficiency:

    Behind every successful restaurant lies a well-oiled machine of operations. Mystery shopping helps identify bottlenecks and inefficiencies, allowing restaurants to streamline processes and optimise resource allocation. By fine-tuning operations, restaurants can improve efficiency, reduce costs, and ultimately enhance the overall customer experience.

    Mystery shopping is now emerging as an indispensable ally for restaurants striving for excellence in every aspect of their operation. At Proinsight we stand ready to partner with restaurants to raise them to their full potential.

    By leveraging our expertise and resources, restaurants can gain invaluable insights into their customer experience, adapt seamlessly to changing trends, and solidify their position as industry leaders.

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    David Hopkins

    David Hopkins

    Managing Director at Proinsight Mystery Shopping

    David has a long history in the business of doing good business. In 2008, he co-founded Proleisure, a leisure consulting company, where he identified a growing need for deeper customer insights across the industry. This led to the launch of Proinsight Mystery Shopping in 2014, with a vision to provide businesses with the valuable data needed to enhance customer experience.

    Now, as we approach our 10th year, Proinsight has become a leading provider of specialist mystery shopping, auditing, and research programs, serving a diverse range of sectors across the UK including real estate, fitness, retail, hospitality, and so many more. We remain committed to helping our clients achieve excellence and drive meaningful improvements in their businesses.

    David is deeply committed to enhancing customer service across all industries. His passion lies in providing valuable mystery shopping insights that empower clients to take actionable steps towards improvement. By delivering these insights directly, David helps businesses create effective strategies to elevate their customer experience and drive meaningful change.


    Chloe Kinch

    Chloe Kinch

    Director of Client Success at Proinsight Mystery Shopping

    Chloe joined Proinsight Mystery Shopping as an Account Manager in 2017. Prior to her role at Proinsight, she served as National Sales Manager at Parkwood Leisure, where she gained extensive experience in exceeding customer expectations and developed a deep understanding of the leisure industry.

    Chloe quickly advanced within Proinsight, progressing from Account Manager in 2017 to Head of Client Success in 2020, and ultimately to Director of Client Success and shareholder in 2022. In her current role, she leads client relationships with prestigious brands such as David Lloyd, Dyson, and Apple. Chloe is responsible for designing bespoke mystery shopping programs tailored to each client's specific needs, aimed at enhancing customer service and optimising sales processes across various industries, including real estate, hospitality, retail, leisure, and more.


    Lucy Winn

    Lucy Winn

    Brand and Communications Manager at Proinsight Mystery Shopping

    After graduating with a degree in Marketing from the University of Westminster, Lucy successfully grew and scaled her own e-commerce womenswear clothing business over a span of four years, expanding into international retail markets including Japan, the US, and France. With extensive expertise in brand development and digital communications, Lucy has driven commercial growth through strategic initiatives like influencer marketing, digital campaign management, and both online and offline retail expansion.

    In July 2024, she joined Proinsight Mystery Shopping as Brand and Communications Manager, where she leads the strategy and management of all digital platforms, including the website and social media, with a focus on driving shopper sign-ups and generating client leads. Additionally, she oversees event management for both internal company days and major external summits like Connect CX. At these events, we emphasise the critical importance of exceptional customer service across various industries, positioning it as a cornerstone of a brand’s overall UX strategy.


    Robert Brocklesby

    Robert Brocklesby

    Senior Client Success Manager

    Robert is a Senior Client Success Manager at Proinsight, bringing over 20 years of consultancy and industry experience in customer service measurement and development. Throughout his career, he has led numerous high-impact projects for well-known clients across the UK, spanning a wide range of sectors. His work has consistently driven significant improvements in customer experience and contributed to sustainable, profitable growth.

    Robert recognises that each client is unique. He designs tailored Mystery Shopping programmes to monitor, enhance, and elevate the customer journey, aligning with each organisation’s specific goals. In addition to his consultancy work, Robert is a qualified teacher and regularly delivers customer service workshops. These sessions focus on identifying key strengths and uncovering areas for development, empowering frontline teams to drive continuous improvement.


    Deborah Jones

    Deborah Jones

    Senior Client Success Manager at Proinsight Mystery Shopping

    Debs has spent the last 25 years working in the health and fitness, hospitality, leisure, and childcare industries, holding senior management and consultancy roles. She has also enjoyed some backpacking and travel adventures along the way! In her spare time, she loves all things health and wellness, spending time with friends and family, and hiking with her lovely dog!