More than 1 in 3 Dutch people are influenced by reviews when choosing restaurants

Quarter of restaurant visitors more likely to write a review if the restaurant asks for it

More than a third of restaurant visitors in the Netherlands (37%) say online reviews from guests who have gone before them influence their choice of restaurant. This is according to research by checkout and payment platform Lightspeed(NYSE: LSPD) (TSX: LSPD) among 1,000 Dutch consumers who have visited a restaurant in the past year. In addition, almost a quarter (24%) of restaurant-goers say they are more likely to write a review if the restaurant asks for it.

The star rating is not all-important - how restaurants respond to reviews carries at least as much weight. 33 per cent of Dutch people factor how a catering establishment responds to feedback into their restaurant choice, showing that commitment from business owners has a direct impact on their visitor numbers. In addition, four in ten (43%) value personal reviews more than just a star rating or number.

The determining factor

The prompts for restaurant visitors to write a review are the same for both positive and negative reviews. For positive reviews it concerns:

• The food: 59 per cent
• Service: 51 per cent
• Value for money: 41 per cent

The main reasons for restaurant visitors to write negative reviews are also:

• The food: 56 per cent
• Service: 39 per cent
• Value for money: 32 per cent

Impact of reviews

Consumers do realise the impact of reviews. For instance, more than two in five (42%) say they recognise that negative reviews can have an adverse financial impact on hospitality businesses. Eighteen per cent of respondents therefore say they never write negative reviews, while 14 per cent say they never leave a positive review. 

A positive experience is always worth a positive review for over one in four restaurant-goers (24%). In contrast, 14 per cent say they are less likely to give a positive review because, after all, they are paying for a positive restaurant experience.

Emine Youssef, director Hospitality for Western Europe at Lightspeed: "More and more guests are choosing their restaurants based on reviews and expect entrepreneurs to respond to them. This offers hospitality businesses not only a challenge, but more importantly an opportunity: by actively soliciting personal feedback at the table, at the end of the meal. Technology can help: reservation systems and ordering apps can automatically send guests a friendly request via email or in the app to rate their experience. QR codes on tables or receipts that lead directly to the review page also make leaving a review easier. By responding constructively and encouraging guests to share experiences, business owners can strengthen their reputation and increase customer loyalty. Those who are smart about reviews not only create a stronger image, but also a more sustainable and successful business."