Mos Burger Survey's Sad-Eyed Character Goes Viral on Social Media; Company Explains Its Intent

A survey face that changes with your score

Mos Burger asks customers how likely they are to recommend a store, using a score from 0 to 10. A simple round character with eyes and a mouth appears in the middle of the screen. Its face changes to match the number you pick. A user posted a video of this on X, and many people reacted. Some found it fun, while others worried it could change how people answer.

Key facts

• The survey asks for a score from 0 to 10 on how likely a person is to recommend the store.
• The character appears near the end of the survey, after questions about things like service speed.
• The same design has been used since the survey started.
• The design work was given to an outside company.

What NPS means

The survey uses a measure called NPS, short for Net Promoter Score. Companies use it to see how loyal their customers are. People who score 9 or 10 are called promoters. People who score 0 to 6 are called detractors. NPS is the share of promoters minus the share of detractors.

Why it matters

The company says the face helps people see their choice clearly and makes the survey easier to use on small phone screens. Critics worry that a smiling or sad face could push people toward certain scores. The company admits it has no data comparing answers before and after the design was added. It also says that any survey design, including numbers, labels, and colors, can affect answers. Keeping the same design helps the company compare results over time.