“I will take my business elsewhere.” Okay, Karen.

Elizabeth Markwell
Nov 3 · 4 min read

When user-generated media becomes a weapon, restaurateurs around the world are asking the question: Can a disgruntled customer really destroy a business?

https://knowyourmeme.com/photos/1499135-speak-to-the-manager-haircut

We are all familiar with the memes on Facebook surrounding the “can I speak to the manager” attitude that some consumers possess. These memes are particularly pertinent to those of us who have worked in any form of customer service, in any form. The people in these memes, often depicted as middle-aged women, do exist and are roaming our streets ready for their next kill. And now, they have the help of Yelp.

I have worked in hospitality for many years and absolutely love it. I love that no two days are ever the same, I love the people I’ve met through working in restaurants and bars, and I love the entire “hospo culture.” One thing that many hospitality workers find particularly amusing is reading online reviews, particularly those on Yelp.com. Many of us have noticed a recent spike in the use of social media as a means of complaining, and this “can I speak to the manager” culture spreading itself from in-store to online at a rate of knots.

As I have become a senior employee at my current workplace and because I (nearly) have a degree in communications, I am often tasked with analysing Facebook, Google and Tripadvisor reviews, among others. The basic formula that I take when responding to negative reviews is the classic “kill them with kindness” approach, hoping that they either come back and give the restaurant another try or that they go away and stay away. In a world where angry customers can say absolutely whatever they want about a business online and often do so anonymously, questions must be asked. Why are we seeing an increase in the rate of user-generated reviews of businesses, and just how detrimental to a business is a bad review? The answers are right in front of our faces.

https://www.flickr.com/photos/prozac74/12294156653

Melbourne café owner Jenny Facciolo believes there are two key reasons why we see disgruntled customers take to social media to voice their opinions or reflect on their bad experiences. Firstly, social media often offers a level of anonymity, leading to the “keyboard warrior” culture that we see today. Facciolo suggests customers are sometimes too shy to speak up when something goes wrong, and choose to take the issue home with them instead of facing a real person. To some, it seems less confrontational to write a review than to speak to a worker in person. The second reason, Facciolo believes, is the rise of “food snob” culture with shows like Masterchef and My Kitchen Rules making everyday people think they know more about food than trained chefs.

The Journal of Consumer Culture takes a deep dive into the world of Yelp and suggests that social media users who post restaurant reviews on the site act as both “prosumers” or “producers,” and “discursive investors” in gentrification. The journal argues that online reviews can shape the perceived value of restaurants and can also construct a positive or negative image of them in the eyes of the public. A series of particularly negative reviews of a business can completely ruin its reputation and ultimately its existence.

So, evidence concludes that people who leave negative reviews on social media are, for the most part, “keyboard warriors” who fear confrontation, yet genuinely believe they are connoisseurs of fine food and wine because they have watched Gary, George and Matt critique countless dishes. It all makes perfect sense, doesn’t it?

https://en.mogaznews.com/Fashion/931879/MasterChef-fans-cry-foul-after-professional-chef%C2%A0Jin-Choi-receives-low-score-.html

What is particularly interesting about user-generated reviews, however, is the way in which ideas and opinions are communicated. Scholars have explored the way online reviewers express the sentiment, and have made various conclusions — with some being described as “powerful tools for studying consumer attitudes.”

Research from the Peer-Reviewed Journal on the Internet has found that negative reviews of high-end restaurants were far more likely to use linguistic features associated with trauma. The negative emotional vocabulary, a focus on the past actions of a third person such as a waiter, and increased use of references to “we” and “us”, suggest that negative reviews function as a means of coping with service-related trauma.

On the flip side, positive reviews employed linguistic features contextualized more by expense. Restaurants of a lower price point are more likely to receive reviews that use the language of addiction to frame the reviewer as craving unhealthy or fatty foods, while expensive restaurants receive long narratives using big words, emphasizing the reviewer’s linguistic capital and also focusing on sensory pleasure.

Who knew there was so much linguistic and psychological analysis involved in complaining?

“Can I speak to the manager” culture has always existed, but the vast media landscape of 2019 has allowed it to perpetuate in toxic fashion. Social media platforms like Yelp, Facebook, Google and Tripadvisor have made it too easy for disgruntled customers to express their displeasure to the masses. Both traditional media and social media culture are to blame for the rapid rise in user-generated reviews, and evidence proves these reviews have the potential to destroy a business. It is now safe to say that Yelp kills.

The Public Ear

Dedicated to growth, progressiveness, and inclusivity.

Elizabeth Markwell

Written by

The Public Ear

Dedicated to growth, progressiveness, and inclusivity.

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade