Summary
Location
Lisbon, Portugal
Products
Almond tart, sponge cake, quindim (Brazilian coconut custard), orange cake, cheesecake, pavlovas
Time with QuickFeedback
2 months
Type of business
Homemade pastry shop that sells to restaurants and supermarkets.
Channel
QR Feedback
The challenge
Sonia's cakes sell themselves, and the proof is in her own business. She has been making cakes in Lisbon since 2003 and has built a growing list of points of sale, restaurants and supermarkets that carry her cakes, in addition to customers who always return. People don't repeat orders for years if the product isn't good.
What all this success never generated was a voice. Sónia makes the cakes at home and sells them to restaurants and supermarkets, so she almost never knows who actually eats the cake. Online, it was equally silent. The most recent recommendation on Facebook before this spring was from February 2025, and the one before that from January 2023, about one per year. This silence wasn't a sign of dissatisfied customers. It was the opposite. Those who like a product usually don't say anything. People savor it, finish the box, and the bakery never finds out what they noticed, what they would order again, or what could be better. You can't improve what you never hear from.
The solution
Sónia adopted QuickFeedback and placed a sticker with a QR code on each box. This small sticker does something her business model had never allowed. Whoever opens the box, whether a customer in a restaurant or someone who bought it at the supermarket, can now reach Sónia directly. The idea is simple and the same for everyone. The customer scans the code, taps on how they felt, and writes a few words. All customers, regardless of what they tapped, arrive at the same screen with the same option to leave a public review. No one is directed, separated, or filtered. The satisfied customer and the one with a small comment see exactly the same path.
What this does is reduce the cost of speaking. A customer who would never sit down to write a public review scans a QR code and writes an honest line.
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The results
In two months, 35 customers shared private feedback. Thirty-four were positive. One wasn't exactly a complaint, but it was the most helpful message of all.
A customer wrote that he had loved the cake, then noticed something about his box. It showed how many days the cake would stay fresh, but the production date stamp was missing, so there was no date to count from. He could have posted this publicly, the same option every customer sees. He chose to tell Sónia privately instead. She took care of it the same day. Sónia stamps a production date on every box, but a few had slipped through without one, so she tightened her process, and now none leave without it.
The public side also showed movement. In the same two months, two customers left new recommendations on Facebook, one on May 30 and another on June 14. These were the first new Facebook recommendations on the page since February 2025: two in two months, after about 15 months without a new one.
The moment that proves everything.
A genuine labeling error, detected privately, was corrected in one day, without any public friction for anyone. Without a private channel, the next customer would have received the same box, and Sonia would never have known.
In Sónia’s words
“In two months I heard from more customers than in the whole year before. For the first time I know what they really think, not just the few who decide to write a review.”
“One customer told me he loved the cake but noticed the production date was missing from the box. I fixed it that same day. If he had not told me privately, I would never have known.”
“I get the compliments, but also the things I can do better. That is what helps me grow.”
By the numbers
35
Private feedback submissions in 2 months
34 / 1
Positive, with one acted on the same day
2
New Facebook recommendations, after about 15 months without one
Sónia did not get more reviews by chasing them. She got them by making it simple and equal for every customer to be heard, and by acting on what she heard. The private feedback came first. The public recommendations followed. That order is the whole idea.