Review sites such as Yelp can be an amazing way for
restaurants to get their name out, particularly if they are able to get
great reviews from their patrons. But for the many neighborhood restaurants
that receive middling reviews, Yelp might be more of a thorn in their side than
an ally. Even worse, restaurants that get slammed by negative reviews during
periods of transition might never recover.
That’s why Botto Bistro’s new digital marketing campaign is
genius. Instead of clamoring for stars, this San Francisco eatery is vying for
the worst Yelp review rating in the Bay Area. The restaurant is offering 25%
off for each one-star review, and has clever signage all over the restaurant
with messages such as “we charge for bread” and “we don’t change TV channels”.
This marketing campaign is sure to get them a ton of
attention, and it smacks of a quirky hipster sense of fun that the restaurant
undoubtedly will benefit from. In an age when restaurants must stand by and
watch their online marketing presence ebb and flow with the tide of customer
reviews, Botto Bistro’s strategy presents a creative way for a restaurant to
take back control of its online image.
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