Growing the User Base
Servy is a mystery-dining platform that helps restaurants collect valuable feedback about the customer experience. Currently Servy serves over 100 restaurants in the greater New York City area. Servy is looking to expand their coverage to 500 restaurants, which would warrant roughly 20,000 users—i.e., mystery shoppers—within six months. Long term, Servy means to work with over 15,000 restaurants
nationally. Robert Edell estimates that this would require a user base of several hundred thousand. What strategies should Edell implement to
expand Servy’s user base to reach their goal in the next six months and over the course of the next several years?