Customer reviews, a major issue in the restaurant industry
November 28 2022
Online customer reviews have become the lifeblood of every business, and the restaurant industry is no exception.
Google, Yelp or even Tripadvisor, consumers have become accustomed to taking a look at the reviews of customers who have already been to your restaurant before indulging.
How do you respond to a negative review? How do you encourage consumers to give you a rating? Adoria helps you understand the issues behind this trend in order to take advantage of these tools.
How to master online reviews to manage your communication
Today, your restaurant's communication goes through two unavoidable channels: social networks, which is your restaurant's digital showcase, and platforms, where customers give their reviews. Google Mybusiness, Tripadvisor, Yelp or The Fork... Because managing your e-reputation is essential, Adoria explains how to control your communication and customer reviews.
How do the applications work?
According to a December 2020 IFOP survey, nearly 87 th French people consult customer reviews before making a purchasing decision. For the restaurant industry, according to a YouGov survey, 56 es French people consult online reviews before pushing the door of a restaurant. This relentless finding shows how much you need to master your communication and customer reviews to entice new people to come and sit at one of your tables.
E-reputation goes through apps, and Google is the main engine that concentrates almost all the searches. Tripadvisor, the Forke or even Yelp are specialized applications that allow consumers to give their reviews, post photos and rate your restaurant based on their feedback. All these applications work in the same way: an algorithm takes into account the ratings, the comments, but also your answers. The more recent the comment, the more weight it will have. The restaurant that reacts to a negative review will also see the impact of the review decrease.
But to control reviews, you still need to encourage consumers to leave reviews.
Encouraging your customers to leave a review on platforms: different methods
It's a well-known fact that an unhappy customer will tend to leave a review more easily than a satisfied customer. So, how to reverse the trend?
There are several ways, the first one is to send an email to the customer after their visit. It is estimated that this method can increase the number of reviews by nearly 40%. It is also possible to put ads with a QR code to facilitate access to the review platform.
Finally, some brands opt for an interactive game (in the form of a roulette wheel, for example) with the possibility of winning gift vouchers or discounts for a future meal. This option has a double effect: to encourage the consumer to leave a comment and to build customer loyalty.
What to do with negative reviews?
Negative reviews are inevitable (not all customers are satisfied), but it is possible to reduce their impact. To keep track of your e-reputation, you need to target the platforms where your restaurant is visible in order to track reviews. Finally, even if some comments are questionable, be aware that it is very difficult to get them removed.
Bonus: don't keep your eyes glued to the comments!
If your e-reputation is the sinews of war, don't waste all your time and energy on it. Word of mouth and social media are also great ways to attract customers to your place; and the more customers flock to your restaurant, the more likely they are to leave good ratings on dedicated platforms.
Customers are largely based on the experience in your restaurant: pamper them with homemade food and a warm welcome and the reviews will overwhelmingly be very positive!
Are e-reputation and digital communication in the restaurant industry topics that interest you? Find our previous article Social networks, indispensable allies in the hotel and restaurant industry
