Voice of Joe Public counts more than “expert reviews” when choosing restaurants, shows poll

16th September 2010, 12:29pm

The opinions of fellow diners which have been posted online matter much more to consumers who are looking for a place to eat than the advice of so-called “expert reviewers” according to a poll by Livebookings.

The global online marketing and reservations service provider for the restaurant industry conducted a survey on 2000 people to reach their findings.

Livebookings warn that 48% of consumers always take the time to check out the reputation of a potential venue before going ahead and booking – and is urging restaurateurs to manage and respond to their customer's online feedback on sites like TripAdvisor, in order to maximise their businesses.

The research shows that 48% of consumers always took the time to check out the reputation of a potential venue before making a booking.

The research revealed that one in three Brits (33%) trust the judgement of fellow diners who have posted a review of their experience online - compared to just 15% who base their judgement on the thoughts of recognised reviewers.

Over half of those polled said that reading a bad online review of a restaurant would lead them to avoid the eaterie altogether and more than one in ten (12%) said that in this situation they would definitely look for an alternative place to eat instead.

Only one fifth (20%) of those polled said they would ignore reviews and instead trust their own judgement of a restaurant based on the look of its website and menu.

David Norris, chief operating officer for Livebookings says restaurateur's can no longer dismiss the importance of the internet and how it shapes the perception the public see of their business.

Norris said: "In 2010 it's very easy for anyone to write an opinion and it's even easier for thousands of others to read that opinion. It seems from our research that Brits are far more likely to trust fellow online reviewers than those they read in newspapers.

"Restaurateurs can no longer dismiss the importance of the internet in shaping how their business is perceived by the general public, they must take note of the feedback they are receiving and where necessary, act on it."

Livebookings say that the issue of managing online reviews is one currently undergoing debate within the industry and that measures are being taken to ensure customer reviews are genuine.

And to help restaurants find out what their guests really think of their dining experience, Livebookings has introduced Barometer, a tool designed to benchmark their service against the rest of the industry.

And for restaurateurs worried that their reputation online isn't what it should be, Livebookings' has these top tips: identify which websites your customers are posting reviews to; regularly monitor the websites to see what's being posted; post replies if possible to show your customers that you value their comments and explain how you will address the problem. If that fails, contact the website direct.

Related Articles:

• 16 Sep 2010 - 46% of British adults saving say they are likely to cut back on eating out, shows survey
• 26 Aug 2010 - Consumers are still eating out in restaurants despite economic pressures
• 29 Jul 2010 - Challenging times for eating out market

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