How This Restaurant Created One of the Best Burgers in France

Offering gourmet burgers with fresh, local ingredients, King Marcel grew from a small shop in Lyon to a chain poised to disrupt France’s quick bites scene.

Welcome to King Marcel, France

Few culinary challenges exist that the French cannot perfect. A burger is no exception. That’s just what CEO Chrisophe San Miguel of King Marcel Group set out to do. Starting as a humble burger shop in Lyon in 2013, King Marcel has now grown to multiple locations with more than 70 employees across the country.

But scale hasn’t slowed down the quality. King Marcel’s rue de Montmartre location in Paris has received over 850 reviews, averaging a 4.5 out of 5.0 rating, and received a Certificate of Excellence in 2017. Tripadvisor also named King Marcel the 4th best burger in France in 2018.

The Challenge: Driving Repeat Customers

With such impressive growth, it’s important to maintain consistently high quality. Says San Miguel, “Our aim is simple, but ambitious: to ensure the same quality of service and a perfect product from the first to the last customer, every day, 7 days a week, 365 days a year.”

That’s no easy task. To make sure their product is always up to standard, employees at King Marcel carefully monitor their online reputation. It’s especially important as burgers have become more popular in France.

“Our objective is to remain a beloved and [popular] brand for all of our customers,” says San Miguel. “For this, we must constantly reinvent ourselves, to continue to bring them back.”

How They Use Tripadvisor

That’s where Tripadvisor comes in. To maintain consistency and drive repeat visitors, King Marcel uses reviews to listen to customer feedback, make changes, and offer an online touchpoint for their hospitality.

Our objective is to remain a beloved and [popular] brand for all of our customers. For this, we must constantly reinvent ourselves, to continue to bring them back.

Christophe San Miguel

CEO, King Marcel Group

King Marcel asks their customers to leave reviews by giving them a card with a QR code that directs them to their Tripadvisor page. You can easily order customizable cards like this one for free by going to the “Marketing Tools” section of the Management Center.

Reviews are their primary way of listening to customer feedback, and they make an effort to respond whenever they can. Responses are a key element of their strategy to drive repeat customers — by showing future and current customers that they care about their opinions, they’re setting up a positive touchpoint that extends their hospitality well beyond the doors on rue de Montmartre.

Here’s a typical response to a five-bubble review, which does a great job of thanking them for their review, expressing excitement, and inviting them back to the restaurant:

“A big thank you for your visit and for your opinion on Tripadvisor. We are delighted that you enjoyed our warm welcome and the quality of our burgers whose recipes are made by a Chef. Everything is homemade right up to our sauces! We are waiting for you again soon at King Marcel Montmartre.”

And here’s how they responded to a recent one-bubble review, doing a great job of addressing diner concerns, while staying positive and professional:

“We are sorry to read that you have been disappointed by your experience in our establishment. We always try to do the best to respect the cooking requested by our customers. Unfortunately, an error is always possible. We apologize for the inconvenience.”

Listening to their feedback signals how they’re performing and allows them to change their strategy if they need to. This helped King Marcel determine their typical diner: a 25-50 year old local diner with a family. This is a key step in building their brand and setting diner expectations.

Claim your free business listing today to start using Tripadvisor to drive repeat customers

Claim your free business listing today to start using Tripadvisor to drive repeat customers

Last Updated: 26 April 2019

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