Do you use Yelp? I admit that I have posted several reviews in the last couple of years. I don’t do it often, though, because I try to make sure that the review is carefully and thoughtfully written. What led to my 2/5 or 5/5 rating? By the time they’re finished, my readers will know all the details, including price, value and customer service.
A few months ago, after a ridiculously expensive but so-so lunch with a colleague, I posted a review of a small, upscale, privately owned restaurant downtown. I had heard good things and wanted to like this restaurant so much, but I came away unimpressed. The food was nothing spectacular and I ended up paying $22 for a mediocre sandwich, fries and an iced tea. The service didn’t help the experience, either. While the server was polite when she was there, I never managed to get that refill on my iced tea. For $22, I want all the tea I can drink.
Yesterday, I received an email from Yelp. A person I didn’t know – we’ll call him John Doe – had sent me an email. I opened it to find this:
Hi Alisa,
My name is John Doe, I’m the new owner of [another small, upscale restaurant] downtown, and a new avid reader of Yelp reviews!
I saw your review of [other restaurant] and was intrigued by your comments. I believe that my restaurant offers some of the most unique (and tasty) lunches around, now that we have carefully redesigned and improved the menu. Most importantly, we have created better value with several selections under $10.
I believe that you would enjoy our food. I would like to extend my personal offer for you to come in and enjoy lunch at [our place] for 50% off between now and the end of the year.
Please bring a copy of this email and show to your server. This is MY authorization for the discount in case I’m not in the restaurant at the time you come by.
This, in my opinion, is genius. He’s not only reached out personally to someone who is dissatisfied with a direct competitor, but someone who is likely to help him promote his new lunch menu in a down economy by writing a thoughtful review of his restaurant. Plus, by making me bring in the email as my coupon, he knows exactly who I am and can give me the extra special personal touch.
For the cost of half a lunch check and the time it took to send me an email, it’s a small price to pay for a shot at a good review.