Mystery Shop 2025
The Cambridge BID Awards are an annual initiative which recognise and reward those businesses that are delivering outstanding customer service. Cambridge BID works with mystery shop experts Storecheckers, to deliver an annual mystery shop project, offering participating businesses the opportunity to receive feedback on the experience customers have with them. The project delivers detailed mystery shop feedback for nearly 100 businesses across a range of sectors.
Our Cambridge BID Award winners are decided based on the results of the mystery shop visits - our winners have all achieved the highest mystery shop scores across a number of different categories.
Maria Manion, Chief Executive of Cambridge BID said, “This is the first year where this award has been based both on a Mystery Shop and customer feedback. These winners have excelled in providing excellent customer service which is a fundamental component of encouraging repeat visits and building a strong customer base. We are delighted that this BID project recognises the outstanding work being done by businesses in Cambridge.”
Members of the Cambridge BID team delivered the Cambridge BID Awards to winning businesses earlier this month and below is a roundup of all our 2025 winners:
Best Overall Customer Experience 2025
Overnight Accommodation - Jesus College
Located on a quiet side street in the centre of Cambridge, Jesus College was founded on the former site of St Radegund's Priory in 1496. Its award-winning West Court hotel is available all year round and offers stylish double and single bedrooms and one-bedroom apartments. After a comfortable night’s sleep, guests breakfast in a Grade I-listed dining hall; there has been a tradition of communal eating on this site since c.1150.
You can stroll through the College’s beautiful and peaceful grounds, exploring the renowned sculpture trail and nature trail, before visiting the historic College chapel where, on certain days, guests can attend a free service with music sung by the renowned choirs. Guests also enjoy discounted members’ rates in the College’s cosy brewery room during their stay.
Alexis Moreau at Jesus College said “We’re thrilled to have won the ‘Overnight Accommodation’ category in this year’s Cambridge Mystery Shop Awards. Our team always aims to make every guest feel truly looked after, so it means a lot to see that recognised. West Court at Jesus College is such a special place, and we’re really proud to share it with everyone who stays with us.”
Storecheckers said “Everyone I spoke to had a positive "can-do" attitude, and they all seemed to enjoy working there.”
Cafe - Fitzbillies Bridge Street
For the second year running, Fitzbillies has been awarded for exceptional customer experience in the Café category. In 2024, the original Trumpington St branch won, and this year the Bridge Street coffee shop has joined its ranks. Established in Cambridge in 1920, Fitzbillies is best known for its legendarily sticky Chelsea buns and has now grown to a total of three branches in central Cambridge, as well as an offsite bakery and an online business at www.fitzbillies.com delivering Chelsea buns and other treats across the UK.
Alison Wright at Fitzbillies said “Fitzbillies has a long history in Cambridge, and we’re delighted to continue serving our Cambridge customers every day for coffee, sweet treats and lunch. This award recognises the great work of our whole team: Sarah Lyn Holm, our branch manager at Bridge Street, the bakers and baristas who make delicious food and drink, and the front of house team who offer a warm welcome. Thanks to our team, and to all our wonderful customers who keep the love of Fitzbillies alive.”
Storecheckers said “I'd be more than happy to return as I was made to feel at ease and all staff members smiled and were polite, helpful and friendly.”
Restaurant or Bar - Bull & Bass Restaurant Hilton Cambridge City Centre
Start your day with a freshly prepared, delicious breakfast buffet with over 130 individual items. Then, join us for evening dinner, open Tuesday to Saturdays, where the finest ingredients from land and sea combine to make mouth-watering dishes coupled with exciting wines in a relaxing atmosphere. A la carte menu available as well as seasonal specials.
Richard Finn at Bull & Bass Restaurant Hilton Cambridge City Centre said “We’re absolutely delighted to have been recognised in this year’s Cambridge Mystery Shop Awards. The whole team at Bull & Bass Restaurant Hilton Cambridge City Centre put so much care into creating great food and a welcoming atmosphere for our guests, so it’s really rewarding to see that effort celebrated. We’re so proud to be part of Cambridge’s vibrant dining scene and grateful to everyone who continues to support us.”
Storecheckers said “I would recommend the restaurant as the server was helpful & friendly. They listened to my allergy and ensured that my meal was safe. I am sure they would be equally accommodating to any of my friends.”
Independent Business - Fashion & Accessories - Burr Bridal
From our warmest welcome at our door to the congratulations on your big day, we at Burr Bridal are with you from the start to the finish. We promise that in our comfiest surroundings you will receive the best quality customer service as well as finding the dress of your dreams at the best possible price. We guarantee that if you find the dress like for like in another high street boutique, we will price match, so you won't ever have to compromise on service elsewhere.
Kim Burr at Burr Bridal said “Being part of a bride’s journey is such a special experience — from the first appointment to finding the dress, every moment matters to us. Our team puts so much care into making each visit memorable, so receiving this recognition is truly heart-warming. We’re so grateful to our brides for trusting us to be part of their story, and to our amazing team for making the magic happen every day.”
Storecheckers said “The service was warm, attentive, professional and welcoming. I felt confident that I could find the perfect outfit due to how knowledgeable the staff member was.”
Independent Business - Other - Hallouman
Hallouman is all about freshness, fabulous ingredients and phenomenal flavours. We offer mouthwateringly delicious street food snacks based around that most versatile of cheeses, Halloumi.
Cameron Clark at Hallouman said “Our passion for great service and delicious food is at the heart of everything we do, and this award is a wonderful validation of those efforts. A huge thank you to our valued customers who make Hallouman such a special place. We look forward to continuing to serve you with excellence."
Storecheckers said “I would recommend this location as the food they served was delicious and the assistant was helpful and friendly.”
Independent Business - Service - Jacks Gelato Bene’t Street
Jack's Gelato is a beloved ice cream shop located in Cambridge, known for its handmade ice cream and sorbets made with high-quality ingredients. Founded by Jack van Praag, the shop offers a vibrant selection of flavours, including unique options like Roasted Banana & Bourbon and Beetroot & Black Cumin. Jack's Gelato is open 364 days a year, serving customers from a custom-built tricycle and a gelato parlour in the city center. The shop is a popular destination for both locals and tourists, celebrated for its fantastic flavours and friendly service.
Storecheckers said “The service was warm, friendly and helpful. The gelato and cone quality were lovely, the shop offered unusual flavours, so I'd definitely return.”
National Business - Jimmy Fairly
From day one, our mission has been to offer you top-of-the-range eyewear at a revolutionary price. The idea is simple: to cut out as many intermediaries as possible in order to offer you a fair price. We imagine, design, assemble and check our collections ourselves. We develop our own lenses. We take care of you ourselves.
Esmee the Store Manager said ‘At Jimmy Fairly, our passion is customer service and to provide the WOW for every client and to find the perfect pair of glasses that fit their style and personality, so it’s wonderful to see that effort celebrated. A huge thank you to our team and to everyone who trusts us to bring a little clarity and style into their day!”
Storecheckers said “The staff were helpful, friendly and knowledgeable. As there were two of them, they worked well as a team. I am sure they would give equally good advice to anyone I recommended them to.”
Special Recognition Accessibility Award - Hilton Cambridge City Centre
The Special Recognition Award recognises a business that offers an accessible entrance for wheelchair users and those with prams, with an interior that is easily accessible. Each business was asked a question about a quiet place in store or time that the Mystery Shopper could come back and visit with someone who has Aspergers. Hilton Cambridge City Centres customer service for this was very supportive.
Richard Finn at Hilton Cambridge City Centre said “We’re truly honoured to receive the Special Recognition Award in this year’s Cambridge Mystery Shop Awards. Accessibility is something we take very seriously, and we’re proud to provide an entrance and facilities that make all our guests feel welcome. This award is a wonderful acknowledgement of our team’s commitment to creating an inclusive and welcoming environment for everyone who visits the Hilton Cambridge City Centre.”
Storecheckers said “The reception team member showed empathy and understanding. They showed me the bar area and said that it was pretty quiet at the time I checked in, but reassured me that even if it was a little busier, I could ask the bar staff to keep us a little further away from other guests if we preferred, where other guests would not be seated close by to us. They also said that my guests were more than welcome to visit my room should it get too noisy in the bar area.”
