Heineken chooses Secret View as mystery shopping partner for the hospitality industry
10/9/2026
How do you ensure that brand experience and quality come to life consistently everywhere, from sports clubs to restaurants? Since earlier this year, Secret View has been Heineken’s mystery shopping partner for several projects across the Dutch hospitality industry.
As part of the collaboration, three mystery shopping projects have been launched, involving visits to thousands of locations across the Netherlands. This gives Heineken and hospitality businesses ongoing insight into how guests experience quality and brand experience in practice.
Mystery shopping makes visible what happens on the floor during a guest visit. Not based on assumptions, but from the perspective of real guests. This shows where things are going well and where there are opportunities to improve further.
Focus on quality and experience
Since 1873, Heineken has been bringing people together, creating relaxed moments that foster connection and lasting memories. That sense of togetherness is at the heart of the brand and comes to life wherever people meet, from bars and restaurants to sports clubs and events.
What happens in practice is what ultimately counts. How is a guest welcomed? How is a Heineken beer poured and served? And does the overall experience reflect what the brand wants to convey? Mystery shoppers capture these moments through detailed feedback, concrete examples, and photos.
“The guest experience is ultimately shaped on the floor. By working with Secret View to gain better insight into what actually happens during a visit, we can support hospitality businesses more effectively in improving quality and brand experience.” - Pieter Vissers, Director Out of Home at Heineken
Based on these experiences, Heineken and hospitality businesses gain concrete insights and practical guidance to further improve the guest experience.
Insights from the floor for every hospitality business
The goal of the collaboration is to support hospitality businesses in improving the guest experience. That is why Heineken and Secret View are making mystery shopping accessible to different types of hospitality locations, from small independent businesses to larger chains.
At the same time, the results show where additional support from Heineken could be valuable. For example, product presentation, training, or activation on the floor. This feedback from real-world experiences helps identify where extra attention can make the biggest difference.
