Comment cards do not work. People will not ask for a pen, and the box by the door fills up with nothing. A QR code on the table pointing at a short form takes the friction out — and gives you answers you can actually count.
The whole setup is free and takes about twenty minutes.
Build the form first
Google Forms is the obvious choice: free, no user account needed to respond, and answers land in a spreadsheet automatically. Microsoft Forms works the same way if you are already in that ecosystem.
Keep it genuinely short. Every extra question loses people, and a form nobody completes tells you nothing.
Three to five questions is the sweet spot:
- One rating question (1-5) — this is the number you will actually track
- One multiple choice: what was this visit about?
- One open text box: anything we should know?
- Optional: contact details, clearly marked optional, for people who want a reply
Resist the urge to ask about everything. You can change the form next month — the code will not need reprinting, because it points at the form, not the questions.
Set the form to accept anyone
The single most common mistake. Check your form does not require a sign-in, because a customer who lands on a Google login screen is gone.
In Google Forms, turn off "Limit to 1 response" and any restriction to your organisation. Test it in a private browsing window where you are not signed in — that is what your customer sees.
Make the code
Copy the form share link and paste it into the website QR generator. Download, and you are done.
Google Forms links are long, which makes for a dense pattern. If yours looks busy, use the shortened link Forms offers, or a short link on your own domain — a sparser code scans faster at small sizes. See the print size guide for why density matters.
Where to put it
| Placement | What you learn |
|---|---|
| Table tent | Honest in-the-moment reaction, including complaints |
| Back of the menu | Reaches everyone, unobtrusively |
| On the receipt | End-of-visit summary judgement |
| Toilet door | Genuinely private, which is where real complaints come from |
| Staff-facing area | Internal reports on equipment or process problems |
The toilet door is not a joke. It is the only place someone can complain without being watched, and complaints are the feedback with actual information in them.
What to write next to it
Say what it is for and how long it takes: Something we could do better? 30 seconds, anonymous.
The time estimate matters more than people think — it is the main reason somebody decides not to start. If you say 30 seconds, make sure it really is 30 seconds.
Feedback forms and review codes are different tools
A Google review code is public and helps other customers find you. A feedback form is private and helps you fix things.
Run both openly, in different places — reviews on the receipt, feedback at the table. What you must not do is ask how it went and then only offer the review code to people who say something nice; Google prohibits that.
Personal data, briefly
If your form collects a name, phone number or email, you are collecting personal data and Thailand PDPA applies. Say on the form what you will use it for, do not add people to a marketing list they did not opt into, and do not ask for contact details unless you actually intend to reply.
An anonymous form asks nothing and avoids the whole question — which is another reason to keep it short.
Then actually read them
The value is not in collecting responses; it is in the weekly ten minutes someone spends reading them. Set a calendar reminder now.
Watch the rating average over time rather than reacting to individual entries, and take the open text seriously — that is where the thing you did not know about lives.
Make your feedback code once the form is ready.