Foodback is a real-time experience intelligence platform for high-volume products, food service, hospitality, and venue operators. It captures in-moment feedback, interprets experience signals, and routes the right insight to the teams who can act, while the experience is still happening.
Most feedback arrives after the window for action has closed. Foodback is built to close that gap — capturing live signals at the point of service and converting them into operational intelligence while teams can still respond.
It is not a survey tool or a review platform. It is an always-on experience intelligence system built around a continuous operating model.
How the system works
Every Foodback deployment runs on a four-stage operating model - with specific product capabilities at each stage.
In-moment feedback at every site, every service period.
AI-assisted pattern detection and experience analysis.
Instant alerts routed to the people who can respond.
Track whether actions improved the experience.
01 — Capture
Foodback captures feedback while the experience is still happening.
Foodback uses a rotating question engine. Each guest sees up to five questions per session, drawn automatically from the operator’s full question catalogue.
Operators decide what they want to learn over time. The system ensures they get answers to all of their questions without fatiguing indvidual responders.
Feedback can be captured across QR codes, table cards, posters and signage, digital screens, receipts, packaging, email links, and embedded web links, wherever the experience happens, and at whatever scale.
Foodback includes an optional rewards feature, a spin-and-win Happy Wheel guests can use after completing the survey. Operators set the prize and win frequency. Options include digital vouchers redeemable at the location, ongoing discount codes, or unique single-use prizes.
02 — Interpret
Foodback CoPilot is a conversational AI interface built directly into the platform. Teams can ask it questions in plain language, which locations are underperforming this week, what themes are recurring in guest comments, where to focus next, and CoPilot draws on the organisation’s own Pulse data, comments, and additional question responses to generate an answer.
It works like a familiar AI chat interface, but runs on the operator’s own proprietary Foodback data.
CoPilot sits alongside AI-supported features including sentiment analysis across all free-text feedback, AI-generated comment summaries at any level of the dashboard, importance ranking to identify which issues have the most influence on overall satisfaction, and monthly recommended actions based on feedback trends.
03 — Act
Insight that sits in a dashboard until the end of the month is not operational. The Act stage is built around reducing the time between a signal appearing and a team being able to respond.
Foodback sends instant notifications to the right people when configured feedback signals cross a threshold. Notifications can be routed by email or text depending on setup. Operators define what triggers a notification and who receives it, and multiple notifications can run simultaneously for different signals and different recipients.
04 — Validate
Foodback gives teams visibility across sites, categories, trends, and comments, so they can track whether operational changes are improving the experience over time. It turns in-the-moment experience signals into a continuous improvement loop.
The Unit Scoreboard shows every location side by side. Account-level dashboards show the organisation-wide trend. Scheduled reports with AI-generated comment summaries are delivered automatically. The result is a continuous performance record, not a set of isolated snapshots.
More from the Foodback system
After feedback is submitted, operators have a dedicated full-screen moment with their guest. This space can be used to promote a campaign, encourage a review, share an update, or close the loop on changes made from previous feedback. Content can be scheduled and rotated by rules.
With Flexible Portal, a Foodback QR code can deliver a full digital landing page (menus, event information, maps, ordering links, promotions etc), alongside the feedback interaction. Available as an add-on across all Foodback verticals.
Where Foodback works
Foodback is used across canteens and contract catering, restaurant groups and chains, stadiums, festivals, attractions, and FMCG environments.
Sodexo/DNB: 444,000 feedbacks across 48 catering units.
CulinArt: 74% written comment rate across 51 venues.
Egon: 1.18M+ data points annually.
Frequently asked questions
Foodback is a real-time experience intelligence platform for high-volume food service, hospitality, and venue operators. It captures in-moment feedback at the point of service, interprets experience signals using AI, and routes alerts to operational teams while the experience is still happening.
Traditional survey tools collect feedback after the experience has ended, usually days or weeks later. Foodback captures feedback in the moment, while the guest is still present and the operational team can still respond. The rotating question engine, in-environment touchpoints, and live notification system are all designed for the operational window, not retrospective reporting.
Each guest sees a focused set of questions, up to five per session, drawn automatically from the operator’s full question catalogue. The same guest is not repeatedly asked the same questions. Over time, the operator builds a complete picture across all topics without overloading any single interaction. Questions can be updated without changing the QR code.
Foodback CoPilot is a conversational AI interface built into the platform. Operators and managers can ask questions in plain language, about which locations are performing below baseline, what themes are appearing in guest comments, or where to focus next. CoPilot draws on the organisation’s own Pulse data, comments, and additional question responses to generate an answer.
Operators configure which feedback signals should trigger a notification and who should receive it. When a submitted response crosses that threshold, a notification is sent instantly by email or text. Multiple notifications can run simultaneously for different signals and different recipients.
Feedback is visible in the platform in real time. Live notifications are sent instantly when configured thresholds are crossed. For most operational issues, detection and notification can happen within the same service period in which the feedback was submitted.
