It didn’t take much to get hooked. It was just one little thing that started me on my journey as a person who regularly leaves Google reviews.
A few years ago Google Maps added a contribute button that made it easy for me and others to share their experiences at restaurants (and other businesses)
After a while, I took to it. It was a way for me to quickly do something useful beyond checking social media updates in those brief moments of downtime in life such as waiting in line at the grocery store, sitting on the train or Uber, or all those moments at the airport.
I also considered how powerfully reviews play into where I go to eat and figured if I could help support great businesses with my own reviews, then why the heck not!
It didn’t hurt that I was in the restaurant space and this activity allowed me to further understand and engage with the industry I love.
As a result of my “why”, I really only ever left a restaurant review when it was positive - 5 out of 5 stars. After all, my goal was to help the business, so regardless of just how good (or not) my visit was, anything less than a perfect score felt counter to my goal. Would a 3 or 4 star review even help, even if that’s what was warranted? Probably not, I figured. Better to drop the 5 star review and share any issues or qualifications in the comments.
My New Relationship with Reviews
Here’s the thing, though. I did not initially appreciate just how much reviews being a two way communication would end up changing both my review experience and my view of the restaurants I was reviewing. I came to realize that it is absolutely essential that restaurants respond to reviews.
After getting a few restaurant responses thanking me for my review, I felt genuinely appreciative that they took the time. It made me want to return to those restaurants way more than if they hadn’t.
By contrast, for all the restaurants that didn’t respond, I started to question whether they even read my review, because if they did, surely they’d respond. After all, I didn’t usually phone it in when it came to the content of my review. I would give some detail, often inject some humor, and almost always added a picture or two. So, what did it mean that I would go through that effort and the restaurant may not even see it? And if they did see it, what did it mean if they didn’t reply? I imagined some combination of being busy or indifferent or both. In any case I was less inclined to return than if I had never left the review at all.
"After getting a few restaurant responses thanking me for my review, I felt genuinely appreciative that they took the time. It made me want to return to those restaurants way more than if they hadn’t."
The Price of Knowledge
Being in the Industry, I hear all the time how hard it is to run a successful restaurant. I won’t repeat all the challenges here. Just a few days ago a good friend shared a clip of a popular personal finance expert boldly declare that the #1 way to go broke is to open a restaurant.
Me and many friends have built careers trying to help restaurant operators succeed. We know how hard some restaurants work to attract guests and keep them coming back. We know how much some of them spend to do this too!
Unfortunately, this makes my experience with reviews that much more painful. When I think about how many guests never visit the restaurants that I’m trying to support because of a simple failure to respond, it hurts. When I think about the other things the restaurant is probably doing to drive growth that would have taken less time or money, it’s a facepalm moment.
While having a positive reputation score has been shown time and time again to drive revenue, let’s consider the business impact of just the habit of responding:
- Demonstrates Professionalism. If a restaurant cares enough to respond to its customers, we guests assume they probably put that same professionalism into the food and service
- Indicates Likelihood of Improvement. Let’s say there was an issue. Now the guests know the restaurant might have learned from the experience and made an operational change.
- Creates Brand Advocates. By investing in the response, the restaurant is also investing in their relationship with the guest. Whether the review was positive or negative, that guest that got a reply is far more likely to share the experience positively.
- Increases Brand Visibility. Google considers responsiveness and interaction with customers a signal of an engaged and active business and responds by ranking those businesses higher in local search. Plus guests seeing the restaurant responds are more likely to leave reviews themselves.
YES, this feels good and helps create loyalty with me, and it inspires confidence in others who read it!
Lately, there’s a new dimension to my annoyance of getting “ghosted” that came out of working with Akira, an AI-powered reputation management platform that can automatically (and contextually) respond to guest reviews.
Now the “too busy” excuse goes away, because the restaurant literally just needs to activate the right solution to do the response for them. Those responses are high quality and can even be personalized. Just another way AI is changing the game in our industry.
Optimistic for Future
Despite not being impressed with my own experience with review responses - I estimate around 10% of my restaurant reviews get a response - I think the future looks bright.
First, I see more restaurants responding to reviews now than I used to, especially bigger brands. The more normative responding becomes the more seriously restaurants will take their reputation and all that goes into it.
Second, awareness of the power of network effects and social proof is only increasing as a function of time and generational shift.
Finally, the technology to help is getting good! I’m really encouraged how providers in our industry are building (and disrupting incumbents) through simplicity, ease of use, and automation leveraging AI and great design. While I don’t know for sure, I have to image Google and other review sites put a lot of thought on how they can make it easier for operators as well.
I’m Not Quitting
And here we are, at the end of my little Google reviews pontification. Who knew Google simply adding a new button could lead to so much engagement, appreciation, and, yes, frustration? But hey, it’s all part of the fun!
My journey with reviews taught me a lot about the power of communication. Whether it's an owner written "thank you" from a local gem, a cleverly crafted response from Akira, or a non-response that sends me in a variety of directions, these communications go beyond a simple review or response. They impact trust, loyalty, and the fortunes of the business that choose or choose not to engage.
So, next time you’re bored in line or waiting for your Uber, why not leave a review? You might just make someone’s day—and be lucky enough to hear about it. To all the restaurants out there, keep those responses coming. It’s a small gesture that makes a big difference.
Here’s to a future filled with more 5-star moments and fewer facepalms. Cheers! - CH
