Saturday, September 27, 2014

A Restaurant Takes Back Control

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.


http://www.adweek.com/adfreak/restaurant-wants-be-worst-rated-yelp-and-reviews-are-indeed-hilarious-160299

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