"Fed up with these pseudo-food critics!": Toulon restaurateurs rant against online reviews
"Not a smile." "Non-existent welcome," "flavorless," "disappointing from start to finish." Final score: 1/5. This review left by a disgruntled customer sparked the anger of Bertrand Lherbette, chef and owner of the Racines restaurant in the center of Toulon. "I'm fed up with these pseudo-food critics! We're being insulted and we have to say thank you. This customer posted negative reviews on Tripadvisor and Google. He wasn't satisfied with our responses, so he deleted the reviews and posted another, even more harsh one on Tripadvisor," the restaurateur fumes. "It's so easy to criticize behind a pseudonym, behind your screen, without having the courage to answer the phone or express your disappointment on the spot on the day."
"100% homemade"However, this traditional restaurant enjoys a good reputation in the capital of the Var region. It has even been recognized by gastronomic guides such as Michelin and Gault & Millau. Looking back at online reviews of other well-known establishments, we find the same culinary "criticisms" . Other victims of Sami G include the pizzeria Il Parasole du Marco on the beaches of Mourillon. Or the restaurant Saucé on Place Dame Sibille, where "the chocolate mousse seems to have come straight from Picard's freezer, without any homemade touch." Its owner, Clément Prot, chose to respond cordially to this attack, which he said was unjustified: "Hello, sorry that nothing suited you. I can assure you that everything is 100% homemade, but we don't know Picard well enough to compare. Given your bad experience, you could have told us about it directly at the restaurant."
Constructive criticism?Other artisans still have the latest negative review stuck in their craw. "A bland, characterless, vaguely milky ice cream, to which two pistachios were thrown in for decoration," rated 1/5. This is hard to accept for this shop on Rue Paul-Lendrin, which has nearly 400 reviews and an average of 4.9/5. "I remember very well this person who tasted the ashta ice cream, our specialty... before ordering a scoop! And then he trashed us, but what he said was false, it was a pack of lies," reacts Sarah Fauvel.
The owner and creator of the ice cream parlor A la folie says "we listen to constructive criticism and we thank our customers because it allows us to improve." However, she regrets "this kind of comment" : "Actually, it hurts because we don't count our working hours, we only use good natural products. It's true that it hurts, but at the same time there will always be haters, that's how humans are. He's just a bastard who attacks small businesses."
A worrying phenomenonA phenomenon that is certainly not new, but which is growing and adding strong pressure to a sector under strain (1). "I regularly have restaurateurs who become depressed and unhappy because of these comments... Some even on the verge of suicide," says Jean-Pierre Ghiribelli, president of the Union of Trades and Industries of the Hotel Industry of Var (Umih 83). But who is behind these anonymous comments: bitter people, or genuinely unhappy ones? The professional puts forward another explanation: "It's a sector where there is a lot of jealousy, some competitors get friends to write to them..."
Bertrand Lherbette, the owner of Racines, has chosen to respond to online criticism. And, above all, through his farm-to-table cuisine. "There are people who are happy when they hurt others. I've been doing good for my customers for six years, otherwise I would have been gone a long time ago! Cooking has been a passion of mine for 40 years. It's a blessing to have a passion in life. I thank from the bottom of my heart all my customers who have supported me for many years."
1. According to Michelin-starred chef and UMIH president Thierry Marx, "25 restaurants close every day" in France. Thus, 60% of restaurants close within their first year of existence and 80% within five years of opening.
Anne-Sophie Vignau Constant is the manager of the pepper D agency, which specializes in digital communications. She explains the situation for us.
What is the impact of online reviews on restaurateurs?
Online reviews have a direct impact on a restaurant's reputation. They influence not only the perception of potential customers, but also the trust of the restaurateurs themselves. Today, the majority of consumers consult Google, TripAdvisor, or social media before booking a table. A majority of negative reviews can hinder an establishment's growth, even if its offerings are high-quality.
Should you respond to bad comments?
Absolutely. We always recommend responding to all reviews, whether positive or negative. Responding to a comment shows that the establishment is listening, that they take feedback into consideration, and that they aren't ignoring their customers. In many cases, a kind and constructive response can defuse a conflictual situation. Sometimes, it even leads the customer to change their initial review, as the problem was more of a misunderstanding or a passing frustration.
Can restaurateurs do without a marketing strategy?
No, it's become essential. Even establishments that thrive on word of mouth now need to have a digital presence. If only to stand out in Google's eyes.
Should consumers trust these anonymous reviews?
Yes, but with discernment. Online reviews give a general trend, but you have to know how to interpret them. A restaurant rated 1/5 with 50 negative reviews probably reflects reality. On the other hand, a few isolated comments are not enough to judge the quality of an establishment: it could be linked to a "hater," a one-off bad experience, or even a malicious competitor. As is often the case, it's all a matter of common sense and perspective.
Var-Matin
