Net Promoter Score (NPS) measures how satisfied your guests are and whether they recommend your restaurant to friends. For restaurants this is crucial because satisfied guests come back more often and bring new customers. In this article you'll learn how to calculate and use NPS to improve your guest satisfaction and revenue.
What is Net Promoter Score?
Net Promoter Score is a number between -100 and +100 that indicates how loyal your guests are. It's based on one simple question: "How likely are you to recommend this restaurant to friends or family?"
Guests give a score from 0 to 10. Based on this score you divide them into three groups:
- Promoters (9-10): Enthusiastic guests who recommend you
- Passives (7-8): Satisfied but not enthusiastic
- Detractors (0-6): Unhappy guests who speak negatively
How do you calculate NPS?
The formula is simple:
NPS = % Promoters - % Detractors
💡 Example:
Your restaurant receives 100 ratings:
- 60 guests give 9 or 10 (Promoters)
- 25 guests give 7 or 8 (Passives)
- 15 guests give 0-6 (Detractors)
NPS = 60% - 15% = +45
What does your NPS score mean?
NPS scores for restaurants typically range between -20 and +70. Here are the benchmarks:
- +70 or higher: Excellent (top 1% of restaurants)
- +50 to +70: Very good
- +30 to +50: Good
- 0 to +30: Fair
- Below 0: Problem - more unhappy than satisfied guests
⚠️ Note:
A score of +20 does NOT mean 20% are satisfied. It means 20% more guests recommend you than discourage others. At +20, for example, 50% could be promoters and 30% detractors.
How do you collect NPS data?
There are different ways to measure NPS in your restaurant:
- QR code on table: Guests scan and fill in immediately
- Receipt with link: Short URL to survey
- Email after visit: If you collect email addresses
- Ask verbally: At checkout (but gives skewed results)
💡 Practical tip:
Collect at least 30 responses per month for reliable data. A QR code with "Tell us in 30 seconds how we did" works well. Offer a small reward (free coffee next time) for higher response rates.
Using NPS to increase revenue
NPS isn't just a number - it helps you take concrete action:
Leverage Promoters (9-10)
- Ask for Google reviews
- Introduce a friends-referral discount program
- Share positive feedback with your team
- Use quotes for marketing
Win back Detractors (0-6)
- Contact them within 24 hours
- Apologize and offer a solution
- Invite them for a free second chance
- Fix structural problems
💡 Example action plan:
Restaurant with NPS +25 wants to reach +40:
- Identify top 3 complaints from detractors
- Train staff on these points
- Measure monthly again
- Goal: 5% fewer detractors = +5 NPS points
Linking NPS to financial results
Restaurants with higher NPS earn more. Here's why:
- Promoters return 2-3x more often
- Promoters spend 15-25% more per visit
- Promoters bring an average of 2 new guests per year
- Detractors never return and discourage 5+ people
💡 Calculation example:
Restaurant with 1000 guests/month, average bill €35:
- NPS +20 → +40 = 10% more promoters
- 100 extra promoters × 2 extra visits × €35 = €7,000/year extra
- Plus: 200 new guests via referrals = €7,000/year extra
Total: €14,000/year additional revenue
NPS in KitchenNmbrs context
When you measure NPS, you also want to know which dishes and times generate the highest satisfaction. Link NPS data to:
- Which dishes did promoters order? Focus marketing on these
- On which days/times do you get higher scores? Analyze what's different
- Which dishes do detractors order? Check food cost vs. quality
A system like KitchenNmbrs helps you see which dishes are most profitable. Combine this with NPS to focus on dishes that both make guests happy and earn you good margins.
How do you implement NPS in your restaurant? (step by step)
Set up the NPS question
Create a simple survey with the core question: 'How likely are you to recommend us?' (0-10 scale). Add one open question: 'Why did you give this score?' Keep it short - maximum 2 questions.
Choose your measurement method
Place QR codes on tables or print a short URL on receipts. Include a clear call-to-action: '30 seconds of feedback = free coffee next time'. Avoid asking verbally - that produces socially desirable answers.
Analyze and act
Calculate your NPS monthly (% promoters - % detractors). Contact detractors within 24 hours. Ask promoters for Google reviews. Identify patterns: which days/dishes score highest?
✨ Pro tip
Measure NPS by day of the week and by service (lunch/dinner). You'll often see patterns: for example, lower scores on busy Friday nights due to kitchen stress. Then you know where to improve.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
How often should I measure NPS?
Measure continuously but analyze monthly. You need at least 30 responses per month for reliable data. If you have fewer than 100 guests per month, you can measure quarterly.
What is a good NPS score for restaurants?
An NPS of +30 to +50 is good for restaurants. Above +50 is very good. Below 0 means more guests discourage others than recommend you - then you have a problem to solve.
Should I do something about passives (7-8)?
Passives don't count in the calculation but are still important. They're satisfied but not enthusiastic. Ask why they didn't give a 9 or 10 - often it's small improvements.
Can I compare my NPS with other restaurants?
Use your own NPS mainly to measure your progress. Comparisons are difficult because measurement methods differ. Focus on your own trend: is it getting better or worse than last month?
How do I get more people to fill out NPS?
Offer a small reward (free coffee, 10% discount next time). Make it easy with QR codes. Ask at the right moment - after eating, not during. Explain that you really want to improve.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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