Nowadays, foodies look up restaurants on Google before they come to dine. They check the menu, food photos, ambiance, and reviews. All of these factors affect the diner's decision of whether your restaurant is worth visiting or not.
Achieving high Michelin star ranks determines a restaurant's food quality, service, and overall "must-try" level. However, the opinions of restaurant professionals shouldn't be the only feedback you must consider. Online reviews from customers are equally important to get more diners flocking to your restaurant.
Why should online restaurant reviews matter to you? Here, we'll discuss the importance of online feedback and how you can use it to your advantage.
By the Numbers
-
A Harvard Business School researcher found that a one-star increase in a restaurant's Yelp rating translated to a 5% to 9% increase in revenue.
The findings from the paper reflect revenue trends in independent restaurants. On the other hand, customer ratings do not affect chain restaurants as much.
-
In a 2020 survey, researchers found that 72% of customers are willing to write a review if you ask them to.
The percentage of customers inclined to write a review for a local business went up in 2020 compared to 2019 (67%) and 2018 (68%).
-
On average, you can lose 22% of your potential customers when they see one negative review about your product, service, or company.
In a consumer study done by Moz, researchers found that the percentage of lost customers can go up to 59% if potential customers come across three negative reviews.
-
46% of customers are more likely to share their negative experiences via online review sites.
According to a Zendesk survey, people share their customer service experiences with others, whether good or bad. However, only 27% of customers are more likely to share their positive experiences on online review sites.
4 Reasons Why Customers Leave Online Reviews
Leaving feedback has become a huge part of the overall customer experience. Some customers are motivated to write reviews to get freebies, but why do people write unsolicited reviews?
-
They simply want to share their experience
Writing a review is a simple way for customers to express their experience and have restaurant owners or managers hear them. They may have formed an opinion about your restaurant and are excited to share their thoughts with others.
-
They want to inform other would-be visitors
If customers had a bad experience with your restaurant, they'd like to warn others to avoid making the same mistake they did. Conversely, it also applies to good experiences. Customers would like to share their pleasant interactions with a restaurant to encourage others to try dining there as well.
-
They want to express gratitude for a great experience
Customers will leave testimonials if they are pleased with your service and products. They give sincere shoutouts to the business as a way of expressing their gratitude.
-
They want the restaurant to improve with their recommendations
There will be reviewers giving your restaurant an average rating, meaning they’re not entirely disappointed or impressed. Usually, they'll also leave constructive criticism (along with some praise) to help your restaurant improve its services.
Why Online Reviews Matter to Your Restaurant
No matter what industry your business is in, reviews are an integral part of your brand. Here are several reasons why online reviews are vital for your restaurant.
-
They are proof
In general, people are more likely to go forward with a purchasing decision if others—even if they're strangers—vouch that it's a good idea. In the restaurant industry, online reviews are social proof that your team is doing an incredible job in serving diners.
-
They build your restaurant's online presence
Many customers search for restaurants on different online platforms. Hence, it's important to build your online presence to be visible to as many potential customers as possible. Original and fresh content like customer reviews is a strong factor in influencing Google's algorithm, which means that your restaurant's website can improve its search rankings and get more exposure.
-
It sparks conversations
Good and bad reviews can quickly spread in the online space. Customers can share their thoughts on multiple restaurant review sites, which can have different kinds of audiences. If people agree or disagree about a review, they can easily join the conversation. Their discussion may influence how people will perceive your business.
-
It creates trust and credibility
A steady stream of testimonials can do a lot for your business. According to a BrightLocal survey, only 19% of customers will consider doing business with a company that has fewer than three stars. This means that many customers don't trust companies that have below-average ratings.
-
They influence decision making
62.7% of consumers think that reading online feedback is important when making a purchasing decision. Positive reviews attract more customers, while negative comments repel them.
-
They give you an idea of who your customers are
Reviews open the line between you and your customers. When there's something wrong with how you run your restaurant, it can be pointed out in a review, giving you an additional perspective of your business. Through restaurant review management, you can understand better what your customers expect or want, allowing you to make the necessary adjustments.
How to Read Restaurant Reviews Online
Everyone's a critic nowadays. It's impossible to please everyone, so it's best to know which kind of feedback you should pay attention to. Here are some tips on how you can make sense of online reviews.
-
Look for trends
If there are a lot of customers commenting on how your food is too salty, you should consider what the reviewer is saying. It's hard to ignore a negative review if most of your customers agree on the same aspect. It's the same for testimonials. If there's a trend on something impressive about your restaurant, maybe you can accentuate it even more.
-
Notice the food or ingredients they highlight
When a customer comments something constructive about a dish or ingredient, you must pay attention. Suppose they say your restaurant has limited options for people with dietary restrictions. In that case, you need to make sure that your kitchen efficiently caters to various audiences. Perhaps you can include more vegetarian and vegan dishes.
-
Make sure you apply changes quickly
When you read through reviews, look for comments that require immediate action. For example, if the feedback says the chicken served was cold, you can implement actions ASAP by ensuring that dishes are promptly delivered to customers.
-
Take note of the overall score
Scores, whether they're in circles, stars, or numbers, are important since every review score can contribute to the overall rating of your restaurant. If a customer is unsatisfied with your service, they can leave you with a 1-star rating, which can pull down your overall score. To give you an idea, it takes four 5-star reviews to make up for a single 1-star review.
-
Keep an eye for comments on pricing
Most diners are concerned about pricing. Will the cost of the meal be worth it? Does the quality of the food and dining experience make up for what they paid for? Comments on pricing can affect how potential customers will perceive your restaurant. If it says that you charge too much for a small portion of an average-quality meal, this can turn off other people from visiting.
-
Engage and directly address the issue
Since reviews are an open line between you and the customer, you should use them to drive customer engagement. Reply to customer feedback to let people know you're in touch with your customers. For negative reviews, you have the chance to address the issue publicly and let people know how you're working to improve your service.
Warning: Fake Reviews
One of the drawbacks of online reviews is that your restaurant can be a target for fake reviews, whether done by an actual person or artificial intelligence (AI). An Aalto University study found that you can only identify 40% of fake reviews, and the rest can easily be mistaken as real. There are some tell-tale signs to catching a fake review, like:
- The information is inaccurate, such as complaining about the quality of the noodles when your business is a bakery. Either the reviewer left the comment by mistake, or it was computer-generated.
- The negative review was short and vague. When a review just says, "worst restaurant ever," it's probably fake. Legitimate reviewers who had a terrible time would very likely share specific reasons why the experience was negative.
- When you check the reviewer's profile, there are tons of one-star ratings recently for other restaurants, using similar phrases and comments of the same length. Most likely, this review is spam because the average person won't probably have the time to post variations of the same review within a short period.
If you feel your restaurant is receiving fake reviews, you can flag or report it to the platform so that they can investigate the legitimacy.
How to Increase Your Restaurant's Likability and Credibility Online
Positive reviews can boost your restaurant's reputation. How can you get these glowing and enthusiastic reviews? Here are a few ways:
- Reach out via email
If you're giving out digital receipts, include a call-to-action above the receipt about leaving feedback via email. Emails require recipients to act—they'll either delete or open the message, or it's forever in their inbox. Hopefully, your customers love hearing from your restaurant enough to read your feedback request and leave a review.
- Leverage social media
Social media is another customer touchpoint you can utilize. You can post simple reminders saying you're requesting reviews. Alternatively, you can take advantage of user-generated content. Reposting content showcasing how your customers are having a great time is an authentic way of educating the public about your services.
- Inform customers of your online presence on review platforms
Let people know that they can leave feedback on different platforms. You can do this by adding your review site profile link in emails, your website, and social media networks. Also, when you respond to comments on these sites, you're letting people know that you see and pay attention to their reviews.
- Insert promotional materials on the menu, tables, and bills
Take the time to add a note containing a brief (but sincere) request for a review of the different aspects of customer experience. The more your customers are reminded of feedback encouragements, the more likely they’ll give one. It's also best to specify which part of your service you'd like for them to review.
- Highlight positive reviews in your restaurant, menu, or website
If you receive a spirited review, it's best to let everyone know about it. You can showcase the quote on the homepage of your website or incorporate it into your materials. Putting a previous customer's feedback on your menus can influence other customers to leave a positive review as well.
Positive customer reviews should be displayed in your restaurant. This way, other customers can see proof that you give excellent quality service. You can frame and hang feature articles, blog posts, and even 5-star customer reviews. Additionally, sharing these testimonials and features online on your social media accounts can help boost your brand image and credibility.
- Look at and listen to everything
Keep your eyes and ears open by monitoring feedback across different platforms, not only on online review sites but also on Google and social media pages. If you have negative feedback, you can mitigate it faster instead of letting it sit there where potential customers can see it.
- Give every single customer a great experience
In the service industry, customer experience should be the top priority. If they're unhappy, you need to handle the situation professionally and make the necessary improvements. When a customer leaves a crude comment, you must take the high road. Even when you receive criticism, all customers must be treated politely and pleasantly.
High-Quality Food Boosts Reputation
With everyone connected online, it's easier for people to share their experiences, whether good or bad, in the virtual space. This makes businesses more conscious of all service aspects, making sure that every customer interaction is up to industry standards.
For restaurants, providing high-quality food is essential in keeping customers satisfied and increasing the chances of getting positive reviews. That is why having top-of-the-line restaurant equipment is important in serving an excellent menu.
Charlie's Fixtures can take care of those requirements for you. From first-rate restaurant ranges to premium refrigeration, we have the right kitchen equipment for your needs. Shop with Charlie's Fixtures today.