The Wild World of Google Reviews: A Restaurant Consultant’s Take on Fair Play

Hey there, South African restaurateurs! After 30 years in this crazy industry—long before Wi-Fi was a thing and customers could Facebook their feelings—I’ve seen it all. From flipping steaks to building my first restaurant website in 1997 (yes, I snagged a fancy award for it, thank you very much), I’ve watched trends come and go and occasionally overstay their welcome. And let’s talk about one that’s been hogging the spotlight for the past decade: social media and its sassy cousin, online reviews.

Back in the day, if someone hated your bobotie or loved your bunny chow, they’d tell their mates over a Castle Lager, and that was that. Then the internet happened, and suddenly, everyone’s a critic with a keyboard. Social media gave restaurants a megaphone to flaunt their vibe—think drool-worthy Instagram flat-lays and TikTok kitchen chaos—but it also offered customers a platform to cheer, jeer, or make stuff up. Have you ever read a Google Review so wild that you wonder if they reviewed your spot or a parallel-universe version? Yeah, me too.

Lately, I’ve been chatting with some of you franchise folks out there, and I’ve noticed a trend: a lot of you are using Google Reviews not just to keep tabs on how your stores are doing but to dish out rewards or a stern talking-to based on those little stars. I get it—monitoring performance is key in this game. A 4.8-star rating could mean a franchisee sipping cocktails on an overseas trip, while a 3.2 might land them a “please explain” email. But here’s the million-rand question: how do you keep it fair when the system’s about as regulated as a Jozi minibus taxi?

The Good, The Bad, and The Slightly Shady

Let’s paint a picture. Imagine I’m a franchisee with a killer peri-peri chicken spot. I could text my WhatsApp group— “Hey, mates, drop me a 5-star review, and I’ll hook you up with a free milkshake next time!” My rating’s golden, and I’m the poster child for excellence. Harmless, right? Maybe.

But what if I’m in the running for that big franchise prize—an all-expenses-paid trip to Mauritius, say—and I’m neck-and-neck with the guy down the road slinging perfect pizzas? What’s stopping me from sending my cousin’s rugby team to their Google page with a mission to leave a string of “meh, 4/5, crust was fine” reviews? It’s nothing illegal, just a little nudge to tip the scales. Meanwhile, their rating dips, and I’m packing my sunscreen. Sneaky, huh?

I’ve seen this play out elsewhere, too. Picture a brand running an Instagram comp based on likes—the winner gets bragging rights and a fat bonus. Next thing you know, the top posts racked up 500 likes from accounts with names like “VladimirLovesPasta420” and zero followers. Eastern European bots don’t eat at your restaurant, folks, but they can skew a contest.

Time for Some Ground Rules

I’m not here to throw shade—I don’t have a dog in this fight. But if you’re hitching your wagon to Google Reviews (or any review platform) to judge your stores, you’ve got to make sure the game’s fair. Customers can be fickle, trolls can be crafty, and franchisees—bless their competitive hearts—can get creative. So, what’s the fix?

• Sniff Out the Fakes: Google’s pretty good at spotting obvious spam, but you could take it up a notch. Cross-check reviews with customer data—did “BurgerFan69” even visit your spot? A little detective work goes a long way.
• Mix It Up: Don’t rely on stars alone. Pair those ratings with accurate metrics—sales figures, staff turnover, customer dwell time (fancy term for how long they linger over their cappuccino). It’s harder to fake a till slip.
• Call Out the Cheaters: Set clear rules. If you catch someone gaming the system—begging for 5s or sabotaging the competition—make it known there’ll be consequences. No one wants to trade a trip to Bali for a timeout.
• Reward the Right Stuff: Maybe incentivise honesty over perfection. A store that responds to a 3-star review with grace and fixes the issue is worth more than a dozen suspiciously glowing “best meal ever” posts.

Let’s Keep It Lekker

I love this industry—its quirks, chaos, and ability to turn a plate of food into a debate. Google Reviews and social media? They’re here to stay, and they’re powerful tools. But if you’re using them to play judge, jury, and holiday planner for your franchisees, let’s ensure it’s not a free-for-all. Keep it honest and ethical, and maybe throw a dash of humour when “FoodieKingZA” claims your steak was “sent from the aliens.” (True story? You decide.)

What do you reckon, restaurant crew? Do you have any tales of review mischief or genius fixes to share? Drop me a line—I’m all ears and have 30 years of stories to trade!