Each Bad Review Costs You 30 New Customers

In the social media age, customers are more selective about where they eat and are more inclined to share their experience in an online review.  One negative review can cost you 30 potential customers.  Restaurants are the most searched mobile category.  Eighty-one percent (81%) of consumers search for a restaurant on a mobile device and 75% make their decision based on the search results.

Eighty percent (80%) of customers check your website and reviews before their first visit.  Sixty-two percent (62%) of your potential customers looking you up on line are less likely to visit your establishment without an online menu.

Mobile apps that can easily navigate on smartphones can increase your business. Fifty-one percent (51%) of smartphone users report they would be more likely to visit a restaurant with a mobile app.

Thus, having up-to-date-content on your daily specials can drive more customers through your doors.  When should you update your content?  Let’s look at when your customers are searching for restaurants.  Times of day searches are performed for restaurants:

12 AM  –   3 AM                                 3%

3 AM  –    6 AM                                 2%

6 AM  –    9 AM                                 7%

9 AM  – 12 PM                                  13%

12 PM  –  3 PM                                  17%

3 PM  –   6 PM                                  19%

6 PM  –   8 PM                                  18%

8 PM  –  12 AM                                 22%

All these numbers boil down to these take-aways:

  1. To be competitive, you need a website with an online menu.
  2. You’ll drive more customers through your doors with a social media presence that has real time information on your specials and promotions.
  3. You should consider spending your marketing dollars on a thank-you gift or discount to customers who place online reviews of your establishment. A free glass of wine or dessert is a more cost-effective expenditure than a print ad.
  4. As the old saying goes, the customer is always right.  Make customers happy, even if it costs you a little sometimes.  The bad review hurts your pocketbook more than a free meal.
  5. Focus your social media efforts around meal times.  Many users visit within an hour of their online visit to your site, so use that to your best advantage.