RESEARCH | Staff Reporter, UK

Smooth booking processes and recognition of a special occasion impacts restaurant reviews, study says

Holding occasions such as birthdays and anniversaries are said to be ‘make or break moments’ for operators.

A smooth booking process and recognition of special occasions such as graduation, birthdays, and anniversaries are what drive customers to put in positive reviews across the pub and restaurant sector.

According to an analysis by Feed It Back, 78% of reviews on graduation celebrations on Google
Reviews received top five-star ratings whilst anniversaries and birthday were 64% and 52%, respectively.

“The data clearly shows these special occasions are make or break moments for operators where they can create loyal brand advocates or disgruntled customers, who then turn to social channels, feedback platforms and friends and family to vent frustration or share enjoyment,” Carlo Platia, CEO of Feed It Back, said.

“Interestingly, the main drivers behind positive and negative reviews are not related to food and drink, but rather the smoothness of the booking process and recognition of a special occasion. With this information, operators should focus on introducing systems to identify when customers are booking a special occasion and treat them accordingly upon arrival.” 

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