Welcome to the First Table Guide to turning negative reviews into marketing opportunities for your restaurant. It almost goes without saying that in our digital age, managing your online reputation is vital. This guide will teach you how to use negative reviews for improvement, effective responses, reputation management, and as unique marketing tools.
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Diners' reviews and the powerful influence they hold over our dining decisions are timeless factors in determining a restaurant's success. In this day and age, a significant number of consumers rely specifically on online reviews to choose where to eat, turning to the likes of Google and TripAdvisor before they consider any future dining decisions. This makes it crucial to monitor and manage your restaurant's online reputation. While positive and negative online reviews can heavily influence your potential future customers' decisions, negative reviews, in particular, offer a unique opportunity to showcase your commitment to excellence.
Like most proud business owners, the idea of receiving negative reviews about your business may be a faraway and unlikely concept. However, maintaining a 5-star rating for years on end is nearly impossible in the hospitality industry. This means you'll need to prepare for the possibility of a negative review cropping up at some point. But fret not! These are great opportunities to showcase your restaurant's commitment to your customers, prioritise professionalism and empathy, and even show some of your personality occasionally. Acknowledge the customer's experience and thank them for their feedback, ensuring a defensive tone is avoided.
Once you've recovered from the idea that someone had a less ideal experience at your venue, dig into their suggestions for improvement. You may find some gems here. Develop a clear action plan, implement necessary changes, and communicate these improvements to your staff. You could follow up with the reviewer and inform them of your implemented changes. You may even win them back as a diner again. And your other potential diners may see and appreciate your commitment to improving your restaurant, inspiring them to visit your establishment.
Take the changes you've implemented one step further and turn them into a PR and marketing for your business. Highlight the improvements you've made in response to customer feedback and the great new experiences you're now offering as a result via digital marketing and local and social media channels. This not only shows your commitment to listening and evolving but also allows you to underscore your restaurant's strengths and give diners a reason to visit and support your business.
At First Table, we actively support our restaurant partners in enhancing their online presence by prompting diners to leave public and private reviews after their dining experiences. The public reviews are displayed on their First Table page and help our algorithm decide where to rank restaurants in search results, helping influence how many bookings they might receive. But these reviews go one step further in helping to grow the restaurant's exposure to even more new diners online by syncing with their Google Knowledge Panel, improving their search engine visibility.