Most operators read their Google reviews looking for validation or dreading criticism. The smart ones read them as business intelligence.
Your reviews tell you things your team will not always tell you, things that are happening consistently enough that multiple unrelated customers are commenting on the same issue. That is valuable data and most operators are not using it properly.
Look for patterns, not individual opinions
One negative review about slow service could be an off night. Five reviews in three months mentioning slow service is a systems problem. Read your reviews in bulk over a 90 day period and look for the themes that repeat. Those themes are your operational priorities.
Pay attention to what people praise specifically
When multiple reviewers mention the same dish, the same staff member or the same aspect of the experience, that is your brand. That is what people are coming back for and recommending to others. Protect it, build on it and make sure it is consistent across every service.
Negative reviews about price are often really about value
When customers say something is expensive, they are rarely objecting to the absolute price. They are saying the experience did not feel worth what they paid. The fix is almost never to lower your prices. It is to improve the experience so that the value perception matches the cost.
Respond to every review
How you respond to reviews — especially negative ones — is visible to every potential customer reading them. A thoughtful, professional response to a critical review demonstrates that you take your customers seriously. Ignoring reviews or responding defensively does the opposite.
Use reviews to set training priorities
If your reviews consistently mention that the food is great but the service is inconsistent, that is a training issue. Build your next team briefing or workshop around the specific feedback your customers are giving you. Your reviews are essentially free mystery shopper reports.
If you want help turning your customer feedback into operational improvement, talk to Pestle and Mortar. Our existing restaurant improvement service uses exactly this kind of feedback to drive change.
About the Author
Wayne Farmer is the founder and chief consultant at Pestle and Mortar, Australia’s hands-on hospitality consultancy. With experience running hotel kitchens, boutique dining venues, and a successful catering business, Wayne has spent his career helping Australian restaurant, cafe, and catering operators build more profitable, better-run businesses. Learn more about Wayne and how Pestle and Mortar works.