Feed it Back

Feed It Back is the ultimate dashboard for hospitality. Founded in 2008, we know exactly what our clients need because it’s where we worked ourselves. We also know that the keys to success are found in the detail which is why we are completely obsessed with it.

How Feed it Back support hospitality businesses

Custom Surveys

Collect your customers’ opinions with beautifully branded, highly customisable and super smart surveys.

Social reviews

Customers read online reviews to make informed decisions. We collect online reviews, and present you with improvement actions and ensures you respond promptly.


Our new plug-in automatically finds key comments and sentiments in your text-based feedback channels, sending information and actions directly to the people who need to know.


Communicate with colleagues to investigate a complaint, then communicate with customers to quickly turn a negative experience into a positive one, driving loyalty and repeat visitation.

The customer experience dashboard for hospitality

However you measure success, set up your key performance indicators in Feed it Back and it will gather the data to tell you how customers are feeling about your business.

Seamless custom surveys for your customers

Change your surveys in real-time to adopt to your customer needs. Complete flexibility allows anywhere between one to twenty questions per survey.

Customise your survey to make it identifiable with your brand as well as custom ratings to reflect your business priorities. With multiple survey uses available: click and collect, market research, new openings, internal audit, staff, dish ratings & much more.

Detailed and in-depth dashboard analytics

Elevate your brand with deep-dive analytics and features with our innovative hospitality dashboard.

Watch your performance in real-time to help drive operational efficiency. Capture all customer feedback across social media, email, surveys and reviews – all in one place. Review what dishes are working and which need to be improved.

Manage all your feedback in one place

Respond to all feedback channels in one place. Covering surveys, Google, TripAdvisor, Facebook, Instagram, Twitter, reviews and emails. Clear and communicative presets to ensure the quickest response times and internal tagging to make sure nothing is missed.

Find out exactly what your customers like

Know exactly what your customers love with our in-depth dish ratings.

Dish rating score is awarded based on positive or negative rating with the ability to deep dive into exactly what they liked and didn’t like. Including details like cooking issues, wait times, missing ingredients and so much more. So if a dish isn’t performing, you’ll know exactly why.

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Zonal Bookings - PVE

PVE sent from Zonal Bookings data feed of bookers who did not cancel meaning the feedback is based on Proof of Presence. Transaction-based survey link giving richer insight and a slicker guest journey. If a guest has already completed feedback in the venue, we don’t send a PVE so as not to bombard the guest.

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EPoS - Transaction based survey

With Aztec, there’s no need to ask the guest the date and time or venue they visited. Dishes shown are only from the transaction of the customer. Specific questions can be targeted based on context e.g. time of day, the number of covers, spend or when purchasing a specific product.

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Voucher Manager - Guest recovery

Respond to unhappy guests directly through the Feed It Back platform. Issue single-use, EPOS-redeemable vouchers through Feed It Back with ease. All of this makes it easy for teams to quickly recover unhappy guests.

Adding real value to your business

“From the initial conversation, through signing contracts, deployment and every day interactions it has been an absolutely superb experience. Team Feedback always goes the extra mile to help us achieve our business goals. Despite multiple last-minute requests, they are always able to help and assist.”
Iwona D. ⭐⭐⭐⭐⭐
“Really positive. Not just a software provider but an extension of our team. Hugely collaborative and a great sounding board to help drive our success.”
Hannah J. ⭐⭐⭐⭐⭐
“We’re currently using Feed It Back to focus on and improve our takeaway and delivery service during the pandemic and to ensure that we remain competitive once restrictions ease. FIB has allowed us to setup a comprehensive Mystery Diner and takeaway specific survey to gain valuable insight into this area.”
Steven R. ⭐⭐⭐⭐⭐

Get in touch

Chat with our sales team to learn about how Zonal products could benefit you.