​Fix your feedback loop

“More reviews equal more success.” That’s what restaurant consultant and coach Ryan Gromfin told FSR Magazine recently, adding that operators need some kind of well thought-out system for generating reviews – whether it’s a simple reminder on a guest check, or better yet, a text or email reminder that is automatically sent after a visit. What kind of structure do you have in place? At a time when consumers are heavily researching their dining options online, ironing out any weak spots in your feedback loop can give your business a much-needed boost. First, make sure your business has an updated profile on the main review sites including Yelp, Google and OpenTable. Next, ask and you shall receive: Post a request for reviews on your website, social media channels and on table cards if you have a dining room. If you can, use an automated system for requesting reviews electronically – if a guest receives a prompt on their phone that includes a link to where they can post a review, you make it easy and quick for them to help. (If you offer them loyalty points or another incentive for taking the time to share their thoughts about you, all the better.) If you get a less-than-positive review, make sure you respond professionally and helpfully – a quality response to a negative review can neutralize it. Promote your positive reviews as testimonials on your website and social media.