Feed It Back

Over several years Feed it Back has become one of the leading platforms for gathering and presenting data relating to customer feedback, for the hospitality sector. Thinkfarm was asked to review brand positioning and messaging, with the production of video that explains the offer being a priority.

When asked in our research, successful hospitality operators repeatedly said that the secret to delivering great customer service is in the detail. The breadth and depth of feedback, data and insights provided by Feed it Back, showed they are perfect partners because they are: Obsessed With Detail.


It was also important that we clearly communicated what Feed it Back is. Again, from the research we found that the crucial and most frequently used aspect of the product was the dashboard. Operators looked at it every day. As a result we established a clear descriptor – The Customer Experience Dashboard for Hospitality Operators

‘Explainer’ videos are notoriously boring, flatly animated pieces that are easily forgotten, if they managed to engage people in the first instance. Our brief was to produce a video that was witty, stood out from competitors and engaged people to the extent that they would want to share it. We wrote, cast, produced and directed the video which featured graphic overlays to show the detail that is available on the product’s dashboard, tying it in with the dialogue and action.


Our client has developed the only system to combine restaurant and other hospitality establishment guests’ feedback with live EPOS information about their visit: what they bought, what they spent, who served them and more. The information is crucial to decisions about everything from menu development to service improvement and marketing. While there was an internal ‘working title’, we were asked to develop a brand name, messaging, and design an identity as well as several key communications tools including a design for the website.

The benefit of the service is that it is straightforward, immediate and is beneficial to the establishment and the customer. Improved service and meeting customer requirements means a better experience all round and a more efficient, profitable business as a result. Rather than developing an abstract name, we felt it important to look for something that was not only a brand name but also positioned the offer and worked as a call to action. We also recognised that the system would sometimes be working alongside the client organisation’s brand or in some cases rebranded. So again, the name had to work in conjunction with a partner’s identity.


We created an unusually forthright brand name that states exactly what the system asks the customer to do. It also has an upbeat and fun quality to it which benefits the target market which is largely, multiple outlet, family restaurants and eventually other hospitality establishments. The identity and the tools that we designed plays with the iconography that is in common use throughout the industry. It adds colour and interests as well as frames the ideas in conversation bubbles to reflect the overall benefit of the offer to initiate interaction and communication with customers.

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