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