125 Data & Insights

125 Data & Insights is a UK-based guest experience analytics platform tailored for multi-site hospitality operators—restaurants, pubs, cafés, and experiential venues. It consolidates guest feedback, social reviews, surveys, competitive benchmarking, and employee insights into a single dashboard to drive actionable improvements and revenue growth

• Rebranded from “Feed It Back” to “125 Data & Insights” in March 2025, signaling a shift from simple feedback collection to data-driven guest intelligence .

   

• Founded by hospitality veterans, embedding deep industry understanding into its leadership, Managing Director Olivia FitzGerald comes from Zonal and Bookatable; CTO Kevin Davies has technical experience at Microsoft and National Grid 

   

• Though the specific launch year isn't disclosed, growth is evidenced by an expanded product suite and UK-wide adoption across multiple hospitality verticals.

The platform offers modular functionality across several domains:

• Smart Surveys: Covering everything from NPS to dish-level feedback and trend tracking 

   

• Social Reputation Management: Centralized feed of reviews, DMs, and comments from Google, TripAdvisor, Facebook, etc. 

   

• Case Management: Single inbox to manage complaints, respond to guests, and issue gift cards directly 

   

• Topic Analysis: Auto-categorises feedback into themes/trends with insights for action 

   

• Employee Advocacy: Enables customised employee surveys and ties staff experience to guest outcomes 

   

• Market Insights: Benchmarking tools compare venue performance against competitors, 

   

• Pulse Score: A proprietary “125 Pulse Score” summarizes guest sentiment holistically—a KPI for executives

• Rebrand Execution (Mar 2025) emphasizing deeper analytics and market-facing functionality 

   

• Pulse Score Launch (Jun 2025) — defines and measures guest experience via a single benchmark metric 

   

• Dynamic Surveys Rollout (Jun 2025) — allows real-time, customisable questions for richer feedback insights

• Rooted in hospitality, led and staffed by professionals with operational backgrounds.

   

• Culture melds technical rigour (CTO with enterprise software pedigree) and hospitality empathy (MD from pub/restaurant tech)—suggesting a supportive, industry-aligned ethos .

   

• Creation of the new name reflects investment in “innovation, people, and product, and delivering insights that “boost the bottom line.

• Notable client case studies include UK hospitality groups: Wildwood Restaurants, Giggling Squid (53 locations), The Oakman Group (35 sites), Arc Inspirations (17 venues), and Anglian Country Inns (10 sites) 

   

• Broad sector coverage: restaurants, pubs/bars, quick-service outlets, competitive socialising venues, cafes—demonstrating versatility 

   

• Community engagement through published reports (e.g., 54k+ Pulse survey results) and online events guiding users in dashboard/WFM usage