Gary Goodman

F1 chief invests in food data start-up Yumpingo

Yumpingo, the food intelligence platform, has secured the backing of business leaders including Ross Brawn, Formula One managing director of motorsports, Steve Parish, chairman of Crystal Palace FC, Keith Taylor, CFO of Equinix and Tara Donavon, former CEO of Jamie Oliver Media Group.

This takes total investment in the company to £1.3m. The firm, which offers real-time customer feedback and data analytics for the restaurant industry, was founded by Gary Goodman in 2016 and has recently announced a number of contracts with high-street restaurant chains and independents.

Yumpingo is also set to roll out to more sites at Wagamama, Wahaca and Jamie’s Italian, delivering more value from real-time customer feedback than any other platform.

Diners complete a one-minute review at the end of their meal, either on Yumpingo devices, which replace traditional bill presenters, or on their own device. Up to 66% of tables take part with no incentive and 20% of guests leave a GDPR compliant email.

This data allows restaurateurs to understand what their customers are really thinking across multiple sites and, by adding machine learning to this feedback, Yumpingo produces insights that enable them to oprimise guest experiences at site, service, server and dish level.

Gary Goodman, founder and CEO of Yumpingo, said: “At a time when the restaurant industry is under significant pressure, we see an opportunity for Yumpingo to help brands derisk decision making and deliver better food and service that will keep customers coming back for more.”

Ross Brawn, Formula One managing director of Motorsports, added: "Data has been an enabler in every part of my career. Winning in Formula 1 required us to understand and analyse data and information to optimise our performance in every aspect. Yumpingo is applying this understanding of data and insights to the restaurant industry and that's why I see it as a game changer.”

Published: 20 April 2018

Article by Bryce Wilcock
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