Secret View x Fat Phill’s

The fastest-growing burger chain in the Netherlands

Fat Phill’s is now the fastest-growing burger chain in the Netherlands. With 21 locations spread across the country and a successful franchise strategy, Fat Phill’s expertly combines twenty years of experience in burger restaurants with a love for comfort food. You can taste this not only in their delicious burgers, sandwiches, and loaded fries, but also in the authentic American diner atmosphere that contributes to the overall experience. Our mystery shoppers go through the guest journey six times a year, evaluating all Fat Phill’s locations in the Netherlands. Locations in the UK and Ireland will be joining soon!

Fat Phill’s distinguishes itself through freshness and quality. Every burger is prepared fresh daily to ensure the best possible taste. This commitment to perfection is not only reflected in the flavor of their burgers but also in the importance they place on service. How do customers experience a visit to Fat Phill’s? How is the interaction between employees and guests, and where can improvements be made? With mystery shopping research, we make the guest experience measurable. The results help optimize the restaurant experience and provide detailed insights at every stage of the guest journey. This is incredibly important for a fast-growing organization like Fat Phill’s.

Experience in every bite

In the mystery shopping research for Fat Phill’s, our mystery shoppers go through the entire customer journey, including arrival, placing an order, serving, food quality, and of course, the final interaction. The attitude of the employees and the tidiness of the restaurant are also evaluated. The focus is on the in-store service: did you feel welcome when you walked in? Did the employee seem helpful?

Armin Vahabian, CEO of Fat Phill’s: “For us, it’s not just about our delicious ‘comfort food,’ but about the complete guest experience. We want every guest to leave not only satisfied but also with an experience that makes them want to return. The customer experience research provides us with the data to refine this experience further and identify areas for improvement.”

Armin is particularly pleased with the detailed insights he gains from our dashboard.

“Secret View provides visibility into every phase of the guest journey, not only on a national level but also per location. I can’t be everywhere at the same time, and with our franchise strategy, it’s sometimes difficult to keep an overview. This way, we can offer targeted training and know exactly what is needed to grow even faster. Our franchisees are also very enthusiastic about the feedback from the Secret View reports.”

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