.png){kind=logo}
AT A GLANCE
THE CONTEXT
Sabrura had already worked with guest feedback for several years. But as the chain continued to grow, the team wanted a more specialised and future-facing tool. They wanted guest insight to be easier to access, easier to compare across locations, and more useful in everyday operations - both centrally and out in the restaurants.
The goal went beyond simply collecting more feedback. They wanted to make the insight easier to structure, visualise, and follow up - so Sabrura could use it actively in both operations and development.
For a concept built around the promise of "sushi to the people", that matters. As the business grows, the guest experience must remain visible across every restaurant.
THE CHALLENGE
When a restaurant chain expands, it becomes harder to maintain the same clear picture of what guests are experiencing across locations. One restaurant may have a different challenge from another. A local issue may not be visible centrally quickly enough. And without a shared view of the guest experience, the service office, restaurants and franchisees can end up working from different assumptions.
For Sabrura, it was important to have feedback that was continuous, accessible, and comparable across restaurants.
"When you grow quickly, it becomes even more important to have a shared, fact-based picture of the guest experience."
Thomas Nilssen, Head of Marketing, Sabrura
With Foodback, Sabrura gets that picture more continuously and more consistently across locations. That makes it easier to identify deviations, spot improvement areas earlier, and create a common basis for what to prioritise.
THE APPROACH
Foodback gives Sabrura a more operational way to work with guest feedback. Instead of insight living only as collected data, it becomes something the organisation can use in the dialogue between central teams, restaurant managers and franchisees.
That gives Sabrura a shared language around the guest experience: what guests are saying, where the experience is strong, where there are deviations, what should be improved, and how things are developing over time.
This helps the chain stay consistent while still giving each restaurant room to understand and improve its own local guest experience. For leadership, Foodback also creates a more complete and updated view of the guest experience across the whole chain - functioning less as a reporting layer and more as an operational steering tool.
THE SIGNAL
Sabrura is an innovation-led concept. New concepts, products, and initiatives are part of how the business develops. But innovation only works when teams can test, learn, and adjust quickly. That makes fast and concrete guest feedback essential.
"Innovation for us is testing and adjusting. That only works if guests tell you quickly what's working and what isn't - so we can validate against real experience instead of assumption."
Thomas Nilssen, Head of Marketing, Sabrura
Foodback helps Sabrura get faster answers on what works and what should be adjusted. Instead of waiting too long to understand how guests respond, the team can validate new ideas against actual guest experiences while they are still being developed. That lowers risk, because decisions can be connected more directly to what guests are experiencing in the restaurants. It also connects innovation more closely to operations - new ideas are not tested in isolation. They are checked against real needs, real restaurants, and real guest feedback.
"The hardest part of growing a food concept isn't opening more restaurants; it's keeping the guest experience identical as you do. Sabrura treats live guest signal as the control: new products, new sites, new ideas get checked against what guests actually experience before they scale. That's how you keep a promise like 'sushi to the people' intact while you grow."
Steinar Lomeland, Head of Customer Success, Foodback
WHAT IT GIVES LEADERSHIP
"The insight is better structured than before, comparable across locations and easier to follow over time."
Frank Angelvik, CEO, Sabrura
It functions less as a reporting tool and more as an operational steering instrument in the dialogue with restaurants and franchisees: a way to spot deviations earlier and more precisely, prioritise together, and keep the guest perspective explicit - and the guest experience intact as the chain grows.
WHAT HAPPENS NEXT
It becomes part of the infrastructure for scaling the concept: helping the team keep the guest promise visible, validating new products and initiatives, and supporting restaurants with insight that is current, structured and actionable.
