Become a zen master of online reviews! According to a study by Foodvisionservice, only ¼ of restaurant entrances are decided after passing in front of the storefront. For all the rest, the choice has been carefully considered based on word of mouth and online testimonials. Encouraging reviews isn't just a matter of defending your reputation: it's a way of prolonging the experience before and after going to the point of sale.
Word of mouth has found an unprecedented resonance on the Internet. 9 out of 10 French people regularly consult online reviews, whether on social networks, comparison sites or restaurant booking platforms. For restaurateurs and retailers alike, the stakes are high: online reviews have a real effect on business. They've become an important part of a restaurant's online marketing, and one that can be mastered with a bit of skill!
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Tripadvisor, Cityvox, La Fourchette, L'internaute, Yelp... Why are they so important to customers looking for directions? For many, it has to do with social proof. This psychological mechanism maintains that, when in doubt, an individual trusts the behavior of the greatest number. Away from home, a customer will often prefer a busy restaurant to an empty one... Consulting online testimonials helps us to make the right choice and avoid unpleasant surprises.
For the same reason we take so many photos of our food (one French person in two does - and obviously many, many more millennials!). It's a way of keeping the memory of your visit to a restaurant or shop alive, while at the same time establishing yourself as a critic who doesn't take the piss...
From consulting reviews to writing your own testimonial down the line, you prolong the experience, for better... and sometimes for worse! Customers can sometimes be hard-headed, and this can rightly offend restaurateurs who consider reviews to be unjustified.
It's true that online testimonials are easy to criticize: you're more likely to leave your opinion if it stands out, for good or ill. And if the French have such an uncompromising eye, it's above all because they're passionate about the subject of food and cooking! Customers love to think of themselves as Top Chef jurors, even if it means overplaying their hand. It's sometimes up to the restaurateur to defend his beefsteak and add a little measure to the response...
If only a few reviews are negative, it doesn't matter at all: 68% of customers have more confidence if they see positive AND negative reviews. The most important thing is to be receptive, to listen and to understand what a dissatisfied customer means (in his own words)... And in the event of excess, don't hesitate to point out abuse, as the sites have an interest in ensuring that reviews are in line with reality. For example, La Fourchette only allows comments if the customer has actually booked and eaten lunch on site.
Above all, for a restaurateur, the best strategy is to dilute negative reviews with positive testimonials! Encouraging customers to leave feedback works. On average, the percentage of people who leave you an online review rises from 1% to 21% if you solicit your customers.
Above all, you can effectively boost your online reviews with a contest: this is the "Booster", from Hey Pongo. This gift wheel has a multiplier effect on your positive reviews, helping to dilute the negative ones.
This wheel can be accessed from your packaging via a QR code, from your social networks, your website - in short, anywhere you have a point of contact with your customers. To spin the wheel and win prizes, all you have to do is leave a review. It works like a charm!
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The phenomenon of online testimonials is affecting all restaurants: it's up to you to learn how to ride the wave by making your good customers your ambassadors, both online and in real life!
