This month, Ethos Consultancy’s team of mystery shoppers went undercover at four of Dubai’s top burger joints, and discovered that although the burger may be universal, sadly good service is not...


OUTLETS UNDER SCRUTINY:

  • Gourmet Burger Kitchen, Dubai Marina Mall — 1st place
  • Fuddruckers, Jumeirah Beach Residence — 2nd place
  • Johnny Rockets, Mall of the Emirates — 3rd place
  • Fatburger, Dubai Mall — 4th place

 

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The expert analysis:

This month’s Service Spy is all about service delivery at four of Dubai’s most popular and highly-frequented casual-dining ‘burger joint’ concepts.

Burger outlets have come a long way, that’s for sure. In terms of food, it’s all about choice with numerous variations on the classic burger making an appearance — Chilli, Cajun, Mexican and Satay are just some of the choices diners can find, although the ‘no frills’ classic is of course still an option.

In terms of service, it’s a resounding ‘well done’ to Gourmet Burger Kitchen at Dubai Marina Mall. Scoring 95%, GBK takes first place.

It was hard to fault this UK-based franchise, with most staff demonstrating friendly attitudes, great product knowledge and the confidence to up sell additional items to their customers.

Unfortunately, one mystery shopper was not greeted on arrival, or supplied with hot sauce after they were told it wouldn’t be a problem. This mystery shopper’s waiter simply forgot, which is an honest mistake, but it dropped the overall satisfaction level. Otherwise, this was a great report.

American-born franchise Fuddruckers in Jumeirah Beach Residence takes second place, with an overall score of 86%. Again, it was great to see staff who were friendly and engaging. Product knowledge and quality of food were also both of a high standard. Unfortunately, none of the staff were wearing name tags and the tomato sauce at the salad bar was empty during one of the visits.

Johnny Rockets, Mall of the Emirates came in third with 77%. Here, our shoppers had mixed reports.