The Challenges of Yelp for Small Restaurants: A Comprehensive Analysis
In the digital age, small businesses often rely on online reviews to attract customers. However, Yelp, the leading review platform, can be a double-edged sword. While it provides valuable feedback for businesses to improve, it also presents numerous challenges. This article delves into the specific issues faced by small restaurants on Yelp, offering insights and examples to highlight why these establishments often find themselves in opposition to the platform.
Why Small Restaurants Struggle with Yelp
Small businesses, particularly small restaurants, frequently express dissatisfaction with Yelp. Here are some of the problems that contribute to this sentiment.
Biased Reviewers
The bias in review submission is a significant concern for small restaurants. Unlike other customers who may leave reviews when they have a good or bad experience, many who post on Yelp do so only when they are dissatisfied. For instance, whenever a restaurant owner comes across a super negative review on Yelp, they tend to check the reviewer's other comments. In most cases, these reviews are spaced out and one-star ratings, indicating that the reviewer only speaks when they have a bad experience. A wonderful pumpkin spice latte from a drive-up coffee stand, for example, is never reviewed, as long as the experience was good.
Fake Reviews
The issue of fake reviews is another major challenge faced by small businesses on Yelp. There are individuals who pay others to leave positive or negative reviews to manipulate a business's rating. This was personally witnessed by the author when operating a used car lot. A negative review was posted, but detailed investigations revealed no transactions, appointments, or service records. The reviewer, it seemed, had no connection to the business at all. Responding to the reviewer with a demand for proof only led to rejection, emphasizing the lack of support offered by Yelp in such situations.
Unfair Treatment by Yelp
A prime example of unfair treatment by Yelp involves when fake reviews remain unaddressed. After exposing such a fake review, Yelp refused to remove it. This suggests a bias or leniency towards bad actors, which can be disheartening for genuine business owners. The author's experience highlights the fact that Yelp may not be as impartial as it claims to be, leading to a sense of injustice among small business owners.
Misunderstandings and Inaccuracies
It is not uncommon for restaurant reviews to contain inaccuracies or misunderstandings. For example, a local market that sells seasonal and locally sourced produce received a negative review from a customer who was upset they did not have a watermelon smoothie. The customer insisted that the owner could have made it with artificial syrup, as if the market's philosophy allows for such practices. However, the market explicitly stated that they only sell seasonal and locally grown products, making the review irrelevant and unfounded.
Inappropriate Reviews
Sometimes, negative reviews are based on unrelated issues. One instance involved a review based on a pothole on the main street leading to the restaurant. The reviewer attributed a rim bend to this pothole, leading to a one-star rating. While the restaurant owner is not the mayor, and has no control over city infrastructure, such reviews overlook the owner's limited control over factors beyond the restaurant's scope. Another example involves a customer who felt a car dealership should be held responsible for a situation where the car was repossessed for non-payment, even though the lender (Wells Fargo) should be held accountable.
Addressing the Issues
To improve the platform and better serve small restaurants, Yelp should enhance its admin processes. Regular review of user activities and inconsistent review submissions can help identify and disqualify fake or inappropriate reviews. Greater transparency and accountability from Yelp can foster trust and goodwill among small businesses, enabling them to use the platform effectively without undue stress and frustration.