Harmo, a startup specializing in online reputation, conducted a study revealing that only 24% of restaurants respond to customer reviews on Google. The analysis, which involved 30 food chains and over 450,000 reviews, highlights the importance of this practice in influencing consumers’ purchasing decisions.
According to Santiago Edo, CEO of Harmo, responding to reviews increases customer trust and improves the restaurant’s visibility in Google search results. “Customers prefer restaurants that respond to their reviews. This not only reinforces trust but also enhances relevance in search results,” says Edo.
The study, titled “State of Reputation: Panorama of Reviews in the Restaurant Sector,” analyzed data from over 3,000 restaurant profiles on Google Business Profile, considering criteria such as the number of units, the number of reviews in 2023, and affiliation with entities such as the Brazilian Franchising Association (ABF) or the Brazilian Retail and Consumption Society (SBVC). Only four brands achieved ratings above 4.5 stars: Coco Bambu, Mundo Animal, Outback, and Mania de Churrasco.
Restaurants were divided into two categories: comfort food, where customers are served by waiters and spend more time, and fast food, which are quick-service locations usually found in food courts. Comfort-food restaurants receive an average of one review per day, while fast-food restaurants receive one review every five days. The response rate to reviews is significantly higher among comfort-food restaurants (49.8%) compared to fast-food restaurants (15.5%).
Detroit Steakhouse and Mania de Churrasco stand out in the comfort-food category with response rates of 91% and 89%, respectively. In the fast-food category, Bob’s leads with 86% of responses to reviews. Edo emphasizes the importance of centralized management of reviews, especially in large chains and franchises, to maintain brand reputation.
The study also revealed that in both comfort-food and fast-food categories, most reviews are positive. However, comfort-food restaurants have a higher percentage of positive reviews (90.6%) compared to fast-food restaurants (73.1%). The average rating for fast-food brands was 3.6, with none reaching the 4.5 to 5-star range.
Edo recommends that entrepreneurs respond to all reviews, including those without comments, and avoid standardized responses. “Consumers notice copied responses, which can reduce trust and relevance on Google. Personalized responses are more effective and genuine,” he advises.
For efficient review management, Edo suggests creating varied responses for different ratings (from 1 to 5 stars) and dedicating daily time to this task. This contributes to a more authentic and positive relationship with customers, improving the restaurant’s reputation and visibility.
