When it comes to the world of food, everyone wants to know where to go and when they get there, what they should order.
Is that Bloody Mary special really worth the hype?
Consumers don’t want to waste their hard-earned dollars on a place that may just be mediocre. They want to make sure they can anticipate top-drawer service, or know what the ambiance will be like, or if they should request the patio or instead opt to dine inside, or if they should be expecting linen napkins or a roll of paper towels at the edge of the table that they can reach for and tear off themselves.
Garnering positive reviews on Yelp, Google, Trip Advisor, and other third party sites are imperative for driving business. Between 65% and 90% of consumers, depending on which study you read, are influenced by online reviews. In fact, reviews may make or break a business, but that isn’t entirely up to your consumers.
As an owner or proprietor of a restaurant, it’s also up to you.
When it comes to determining how business will go from here on out, your timely and appropriate response will be the antidote to any negative reviews that may come your way.
Rome wasn’t built in a day, and your “Excellent” rating won’t come calling overnight.
Word of mouth still ranks as the top way to share information when it comes to what you love and, honestly, what you didn’t. Remember when you were new to town and wondering where you should take your in-laws to dinner? When you asked around at work, those recommendations you got were certainly recommendations that you could trust.
These days, the sphere of the World Wide Web offers another dimension, especially when it comes to figuring out the “inside scoop” for restaurants, shops, and hidden gems when you’re traveling out of town. Across brands, industries, and restaurants that are within a four-mile radius from where you’re standing right now, finding what you are looking for has become easier than ever.
Searching for pizza, hamburgers, vegan, or gluten-free options is a great asset for foodies and restauranteurs alike. Options can be narrowed by certain demographics, cuisine type, price point, location, or the number of stars. And once consumers find what they’re searching for, they’ll scroll through reviews and make their pick.
Those reviews may make or break the deal for a consumer to walk in through the restaurant’s front door.
In one study , research showed that restaurants with a 3.5-star rating were 63% more likely to be full than restaurants with a 3 star rating.
That ½ of a star makes a big difference when it comes to just how full your dining room will be.
It seems, then, that as individuals are searching for what they’re looking for, they’re trusting the reviews that live online.
How can you make sure your reviews impact the consumers you’re hoping to find?
Reviews certainly impact the decision-making process. The good reviews, though, can be buried within the bad. In fact, if you had a positive experience getting your hair cut, your tires rotated, or your lawn mower serviced, chances are you’ll just go about your day without leaving a response of any kind.
It’s those upsetting moments that sit in our unconscious mind and make us feel as if we’ve got to pipe up and say something. The food could be too salty. The pizza could be soggy. The service could be slow or rude. Whatever the reason, the bad experiences usually get noted.
Unfortunately, reviews aren’t always from the people who loved their filet mignon and that bottle of Spanish wine they shared with their wife last Saturday. The reality? Not all reviews are positive. As a restaurant owner, how do you bounce back from the bad press of a negative review that’s immortalized for all to see?
Keep this in mind. Reviews stem from the perception of the customer. To them, their perception is the reality.
If you own a restaurant or a small business, taking a glance at your own Yelp reviews is essential. You may be someone who would rather avoid a conflict or avoid any bad press, but keeping tabs regularly will help keep your appearance in the spotlight even better.
If you do suffer from a negative review, respond as quickly as possible. Strive to respond within 24 hours, but if you can, catch the reviewer in a window of less than three hours after their review has been posted. Apologize. Be humble. Share with the reviewer that you’re grateful for their feedback. Don’t argue. Stay professional. If the review is quite extensive (we’re quite sure we’ve all read comments that descend for infinity…) set the record straight and respond cordially (again, non-argumentative) to one or two of the facts.
It can be helpful to try to imagine how you would respond to a particularly nasty review when there isn’t one right in front of your face. Why? It can take some serious effort to keep your cool when someone is bad-mouthing your business. If you craft and draft some words to use “in case of emergency” while you’re calm and level-headed, keep those remarks on-hand for when a moment like this arises. Simply type out what you calmly brainstormed before and add in one or two details to make it fit this customer and their experience specifically.
To keep the conversation going, open the channels of communication. This may take some courage. Ask the reviewer to send you an email or encourage them to stop back by the restaurant. You may want to extend an incentive to the individual so the individual isn’t left with a bad taste in their mouth. Finally, if the individual does come back around for a “Take Two,” make sure their experience is as seamless and enjoyable as possible. Encourage them, in the future, to speak what’s on their mind so the restaurant and the staff can do their best to address their concerns or make amends in a more timely fashion.
Reaching high ratings on Yelp comes from an on-going interaction with individuals who do leave reviews.
Whether the reviews are 5-star reviews after 5-star reviews, respond with a thank you and a note of sincerity that you appreciate their feedback and hope they’ll come back and see you again soon. If you’re left with some negative reviews, keep your cool and use it as an opportunity to grow.
The one great thing? When it comes to food, people will always be hungry for more.