Mastering Review Management: Tips for Success
Effective review management is critical for most foodservice operations. Are you up to date on best practices? Check out insights from restaurant pros (and a star reviewer!) shared during a recent FSTEC session on the topic.
October 16, 2024
From review response timing and language to the power of the “personal touch,” building a winning review management strategy is no easy feat. A recent FSTEC session, led by restaurant marketers Heather Dratler and Nikki Hewitt alongside Yelp Elite Reviewer Amanda Vasquez, offered a wealth of advice on handling reviews. We’ve pulled together the top insights for you to consider. Are you doing these things? Check them out:
Encouraging Review Responses
We all know reviews are essential for boosting your online presence and driving traffic—but getting them often requires a little encouragement. Want more reviews? Dratler suggests using simple onsite strategies like QR codes and verbal prompts from both GMs and front-line staff. This works especially well when the employee has already built a rapport with the guest.
How and When to Respond
When it comes to responding to reviews, prioritization is key. Dratler recommends using the “low, high, middle” method: start with negative reviews, followed by positive, then fair reviews (which often provide the best insights). Hewitt’s team aims to respond within 24 hours on weekdays and 48 hours on weekends. She also suggests following up one-star reviews with perks (like coupons) to show goodwill. Additionally, for any server or greeter mentioned in a negative review, provide coaching to address any issues. Another tip for handling negative reviews? A response directly from the owner or store manager, as Vasquez notes, helps customers feel their feedback is truly valued.
Boosting Star Ratings
The gap between a three-star and four-star review, or a four-star and five-star review, is often quite small. What does it take to improve? According to Vasquez, it’s all about the little details. While operators often focus on the obvious (like menu offerings), Vasquez says that elements like ambiance or even thoughtful touches, like mints delivered with the check, can elevate a review. Dratler shared an example where one of her GMs personally delivered an order to a customer outside the delivery range, which led to a five-star review. It’s all about showing you care!
Managing Reviews
Consistent, professional responses require clear instructions from leadership. Dratler’s chain puts GMs in charge of handling reviews for their stores, using review response templates provided by leadership. GMs are encouraged to personalize the templates and “humanize” responses as much as possible. Hewitt adds that her operation updates its templates every six months to avoid stale responses. The overall approach she recommends? “Respond to customers like you’re talking to your grandmother”: simple, clear, caring. Do your review responses reflect this principle?
For access to more business strategies and tips from great sessions (like this one!), mark your calendar for FSTEC 2025. Click here for more information.
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