When we want to know what people really think of a restaurant, many people often refer to Yelp, an American multinational corporation that publishes user reviews of businesses on their website and mobile app. Now, there are many problems with Yelp itself, but for the sake of this article, we’re going to push those aside – for now.
One of the best features of Yelp is the ability to respond to reviews. This means that businesses have the opportunity to address their customers, both those who had positive experiences and those whose experiences fell short. Many businesses take this opportunity to be professional and polite to reviewers, generating a culture of responsiveness and good customer service. However, not everyone takes the route of professionalism, as can be seen in a local favorite of Sonoma State University students: The Jaded Toad.
The Jaded Toad is an outdoor BBQ and grill loved for its casual drinking environment and chill atmosphere. It expanded to its location near the university just last year, and is already causing much controversy.
One Yelp user left a short review on The Jaded Toad’s page expressing disappointment in the kitchen closing early when she went to eat. This was apparently enough to trigger the owner, under the name “Greg M.”, to lash out:
“8/24/2016 – Jasmine, I have opened more than 30 restaurants so I’m not really looking for your approval, nor your advice… Try opening a business of your own before you decide to give business advice… pretty childish and rude. I give you a one star for acting like a spoiled brat.”
Yes, he really said that to a customer, and on a public webpage.
And these are only a few examples. Comments Greg has made on other reviews range from “this all sounds very dramatic”, to “what the hell are you talking about???”, to “What’s rude is you”, to “try taking a nap once in awhile”, to outright blaming the reviewer themself and claiming their experience was because “you where behaving rudely or being mean” (note the typo).
In one review Greg defends himself, stating that he has every right to respond to nasty comments. However, in my opinion, the comments he is responding to are far from such. The only person being nasty is himself.
As a Communications and Media Studies student working toward breaking into the Public Relations industry, I want to go up to the manager and shake him. What is he thinking? I really like Jaded Toad, but now I’m scared of what would happen if I ever had an even slightly negative experience, and that makes me not want to even bother going.
The community is beginning to push back against the establishment. As one user stated, “I really liked the vibe, but thought the food was pretty meh. But the vibe isn’t great either when you post a review and the owner comes on to call you names and insult you.”
This is not the way to treat your customers, Jaded Toad. Even Yelp agrees, stating in their support section:
“Responding to reviews is a great way to learn from and build goodwill with one of your most vocal customers. Yelp allows businesses to respond publicly and privately to user reviews. However, contacting reviewers should be approached with care; internet messaging is a blunt tool and sometimes good intentions come across badly… Keep these three things in mind as you’re crafting a message to your customer: 1. Your reviewers are paying customers. 2. Your reviewers are human beings with (sometimes unpredictable) feelings and sensitivities. 3. Your reviewers are vocal and opinionated”
I might not be a business person or a restaurant owner, but a bad business is pretty obvious, and these responses extend past a public relations nightmare. So all I can say is: Damn, Toad. Oh, and here’s a book recommendation:
To see the reviews and responses for yourself, visit https://www.yelp.com/biz/jaded-toad-bbq-and-grill-cotati