Why Restaurants Should Care About Online Reviews
Online reviews have become a standard part of the consumer journey to purchase. In fact, online reviews have evolved into today’s word of mouth. Consumer’s look to what other users have said online about their experience to help them make a decision when making a purchase or choosing a restaurant.
Online reviews are perhaps the biggest component of modern day word of mouth because consumers trust user-generated content. In fact, consumers who read user-generated content show a 133% higher conversion rate across all industries.
Traditionally, people have sought recommendations from friends and family. Today the internet has become a trusted source for those seeking advice on which restaurant to choose. In fact, 88% of consumers trust online reviews as much as a personal recommendation.
Positive online reviews are more important to the success of restaurants than any other type of business, with consumers reading more reviews of restaurant than any other industry. For every star received on an online directory, a 5–9% increase in revenue can be expected and consumers are likely to spend 31% more in a place with excellent reviews.
What happens when a restaurant receives a negative online review? Restaurants are more impacted by negative reviews than any other industry. 4 or more negative reviews could deter up to 70% of potential customers and could cost you up to 30 customers. The good news is that consumers are typically on the lookout for fake or irrational reviews. But when they find a credible online review, it could seriously impact their decision.
There are a few easy ways restaurant marketers can take advantage of online reviews and mitigate any negative reviews.
Start by claiming your listing on the most popular review sites (currently the top 3 are Yelp, Zomato, and dine.TO). Most allow a restaurant to claim their listing. Doing so allows you to post photos, respond to reviews, buy ads, and edit your business information. The directories also help drive traffic to your website by allowing you to link your menu.
Next, monitor what people say on a regular basis. Online directories offer a unique way to learn what your customers really think. Watching for trends in reviews offers insight into problems as well as what your customers love.
Lastly, encourage all customers to leave reviews. Place signs, table toppers, or stickers in your restaurant that prompt customers to leave reviews on the sites that you use. If your restaurant is meeting and exceeding customer expectations, the additional positive reviews will continue to boost your brand. Use this opportunity to promptly thank them for their review.
On the other end of the spectrum, take any negative reviews seriously. In most cases, people who leave negative reviews aren’t being malicious and don’t want to defame you. Something obviously happened that made them feel that they needed to share their experience.
Any sub-par reviews give you an opportunity to publicly address any issues and turn a bad experience around for an unhappy customer. Be patient and understanding while trying to make a situation right for the customer. Yelp gives users the opportunity to update their review so, if you’re able to amend the situation, the review could be completely turned around like the one below.
Online reviews can potentially have a big impact on your restaurant. This user-generated content is not something a restaurant (or any business) can afford to ignore. When your restaurant is something worth talking about, online reviews are an easy way to give your business a boost.
