BEYOND THE STAR RATING
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A first look at The Sorrel Performance 250, for the Team Marketing freelance community
A star rating is a memory. This is the measurement.
Two days before it publishes, Sorrel founder Sam Cadogan gives the Team Marketing freelance community a first look at The Sorrel Performance 250. It is a new quarterly index of every UK restaurant, pub, bar and QSR operator with 5 or more sites, ranked by guest reviews. See what it reveals, and how marketers can put it to work.
Every hospitality brand has a star rating. Very few can say what it means. A 4.6 on Google is an average built up over years. It can't tell a board whether service is slipping, whether value is why guests aren't coming back, or how the brand compares with other competitors nationally and in its category.
On Friday 6 November, Sorrel publishes the first Sorrel Performance 250, in partnership with Propel. It is a quarterly index of every UK restaurant, pub and QSR operator with 5 or more sites, ranked by guest reviews. Investors, advisers and operators are already on the waitlist.
Sorrel's sentiment engine reads Google and Tripadvisor reviews and grades each operator on 5 performance areas: food quality, service, value for money, drink quality and ambience. It is the same analysis private equity investors and their advisers use to judge hospitality brands before they buy or sell.
The day before he presents it to operators at Propel's Multi-Club conference, founder Sam Cadogan is giving the Team Marketing freelance community the first look. Sam builds these reports himself for investment committees and boards, so he knows what it takes to get a room of decision-makers to act on what guests are saying.
What you'll learn:
Why a star rating tells a brand so little: it's a memory of past years, it hides which part of the experience is slipping, and it's shaped by platform rules nobody outside can see.
How Sorrel turns millions of written reviews into a reading for each operator across 5 performance areas.
What brand-versus-brand comparison shows that a single brand's own data never can, with examples from Sorrel's pilot work.
How marketers can use the 250 to quantify performance, show whether a campaign or a change actually landed with guests, and put the customer's voice into the board pack in a form the board will act on.
How Sorrel's referral programme works for freelancers.
Who it's for:
Freelance and fractional marketers who work with, or want to win, restaurant, pub and QSR brands.
Anyone who reports brand or customer performance to a founder, MD or board, and wants a number they can defend.
About the speaker:
Sam Cadogan is the founder and CEO of Sorrel AI, and builds its reports for investors and boards himself. Sorrel's proprietary sentiment engine turns guest reviews into investment-grade performance analysis for hospitality investors, advisers and boards, and its work has supported buyers and sellers on transactions across UK hospitality.