Twisted Bars said as its business grows, as well as the "increasing spread of reviews on social media", it wants to be "one step ahead" after previously getting informal feedback through friends, family and TripAdvisor.
Managing director Adam Lewis said that, through the British Institute of Innkeeping's Market Place, he contacted Angela Bremner, owner of Mystery Eyes - a mystery visitor company specialising in small to medium-sized pub businesses and breweries.
Right consumer to the right pub
According to Bremner, a "staggering" 88% of millennials get news and reviews from Facebook, while in the general population 56% make decisions about where to go from personal recommendations.
"Our approach focuses on matching the right consumer to the right pub," said Bremner.
"In this way we know that our mystery shopper should have a great experience and if they don’t then the operator gets some great and detailed feedback of how they could improve things.
"Visits can be as often as you want and we have proven a link between business sales and scores.”
Right first time
Lewis added: "Twisted Bars focus on relaxed, fun and vibrant experiences. The core customer is likely to be time-poor and expect great standards.
"Moreover, they are the group most likely to share good or bad times - so we are working to make sure we get things right first time. We have plans to get to ten premium sites, and a relentless focus on standards and service is critical to that.”