HOW TO HANDLE ONLINE RESTAURANT REVIEWS
By Allison Perlik Like it or not, when potential customers go online to find information about foodservice operations, review sites such as Yelp and Citysearch are often where they end up. If an eatery's Web site isn't great at search-engine optimization, these review sites may even be the first entries listed in a search.
For operators, the best defense is knowing how to use such sites to their advantage. Restaurant publicists Ellen Malloy of Restaurant Intelligence Agency in Chicago and Christina Wong of JS² Communications in Los Angeles share the tips they give their clients.
*Respond directly to complaints. "First, say, 'Thank you for bringing this to our attention,'" Malloy says. "Let the customer know what you learned from the comment. And say: 'I'm sorry this happened. I hope you come back and try us again.'"
*Recognize the value of constructive criticism. Offers Wong: "Is there something consistent people are complaining about? Use that in a positive way to make your business better." Or as Malloy puts it, "If everyone says service is slow, your service is slow."
*Remember that freebies aren't always the answer. Trying to diffuse negative comments with discounts or free food can get costly, and it isn't the most effective long-term solution. A better approach? Fix the problem, Malloy says, and encourage disgruntled customers to give the restaurant another try.
*Stay true to your word. If you do respond in the forum and promise some sort of renumeration-a free dessert, or even just a phone call-be sure to follow through, Wong advises, because the backlash if you don't can be worse than the original complaint.
*Don't get defensive. Even if customer accounts seem exaggerated or inaccurate, remember that it's not a personal attack, says Malloy. And keep in mind, Wong advises, that anything you do say, whether it's on a review site or anywhere else online, is public-and it's forever.
*Don't say you don't have time. "You need to prioritize," says Malloy. "Is being in these individual conversations with people who are engaged with your brand not as important as being in the [local newspaper's food] section?"
Source: RIC
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