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- Source/Brand Officer
- Author/Brand Officer
Introduction: Following the young people who used military coats to "rectify" the down jacket market, this year's young people began to blow up the 3.5-point restaurant with a vengeance.
This year's young people are too good at making trouble!
Recently, a topic of #年轻人报复性挤爆3.5 points hotel# has been on the hot search, which has aroused heated discussions among netizens.
"It's not that the 4.5-point store can't afford it, but the 3.5-point store is more cost-effective. ”
According to Vista's report on the world, young people with a strong backbone began to abandon high-rated Internet celebrity restaurants and found another way to eat in restaurants with less than 4 points.
Although there is no reference for high scores, there are still reasons for low scores for low scores, and good reviews can be optimized, but bad reviews are more real.
So the middle score that is stuck in the middle of the not high and not low has been discovered by everyone.
"A Bite of China" director Chen Xiaoqing
Those businesses that "understand marketing" have become Internet celebrity stores by "brushing points", but they frequently "step on thunder".
So, the hot-blooded young man finally got angry here.
Their rebellious approach and rectification method is to choose a store with a score of 3.5 and never be swayed by the merchant's marketing strategy.
They began to walk into real and authentic local fly restaurants, which were submerged in the vast amount of big data, and their ratings were basically between 3.5 and 4.0.
Everyone who has been suffering from "inflated ratings" for a long time has finally understood:
"That's the difference between making food and doing marketing. ”
01. As long as it is an assessment, there is a "cheat for the exam"
Just like the final exam in college, college students have their own set of methods for recovering Xi in order to brush up their grades and pass the grade.
And one after another Internet celebrity restaurants are no exception, they can be said to be well versed in the Internet celebrity economy, and they all have their own set of "exam cheats".
Merchants will invite store visitors to check in, deliver desserts to customers, free drinks, etc., in short, use eighteen kinds of martial arts to brush up on praise and high scores.
Even some merchants blatantly write collections, check-ins + praises on the store page of Dianping, and send a certain signature dish in the store.
Do you think that every time a waiter asks you "how did you think of this meal and is it delicious?" after a meal, they are gathering opinions to improve their dishes and better serve their customers?
No, in fact, the subtext of this sentence is "Can you please give us a good review".
If you answer "not bad", the waiter will immediately ask you to give you a five-star review.
If you answer "average", then they will immediately give you a "benefit" and then cheekily ask you again: "Can you give a five-star review?"
They even have the copy and pictures ready for you, everything is ready, and only five stars are missing you.
Coincidentally, when I was ordering milk tea in the afternoon, I bumped into this kind of "welfare".
The merchant sent a warm baby with the words "Can you give a good review?"
However, given that it is still delicious, the editor still gave it a good review.
There are many similar situations, and when I go to the restaurant several times to eat, there will be enthusiastic waiters who come to ask if the dishes are in line with the taste.
Once it was in a roast duck themed chain restaurant, the environment was nice and the waiters were very welcoming.
However, because the food was really not tasty, but I was too embarrassed to say it, I could only answer "average", and then the waiter ran to get a snack and gave it to me for free.
We and the service industry have been kidnapped by good reviews
Then, it was the familiar request: Can you give a five-star picture to praise?
Don't laugh at it, who hasn't bent over these little "benefits"?
The sincere little eyes of the waiter, as well as the posture of trying to find a discount for you before and after, it is not easy for you to refuse in your heart.
However, this has inevitably led to the pit of "high-scoring stores".
Consumers suffer from inflated ratings.
On social platforms, there is no shortage of complaints about "high-scoring Internet celebrity stores".
The taste may be difficult to adjust, but the environmental score of this store is as high as 9.3 on the platform, do you think we have no eyes?
What's even funnier is that the store manager even pretended to be a diner to give a five-star review.
And the evaluations given are all dry, what kind of environment is beautiful, the name of the dish is poetic, and you can continue to eat if you can't eat enough...... Does this have anything to do with the delicious food?
When consumers go to a restaurant, they just want to know whether it is delicious or not, whether the environment is beautiful or not, and whether the name of the dish is good or not really has nothing to do with them.
From the gullibility at the beginning, to the big disappointment at the end.
I deeply realized what it means to "collapse trust between people".
A simple breakfast shop, rambling reviews
Consumers have been brought to the pit by "false ratings" again and again, and these so-called Internet celebrity restaurants have also been falsified and slapped in the face again and again.
After stepping on the pit of the Internet celebrity store several times in a row, they "independently developed" a set of "anti-fraud strategies", "select all the evaluations, and look at the latest ones without pictures in chronological order".
If you don't even bother to read the reviews, then there is also a suitable identification method for lazy people, that is, "don't look at the rating, just look at the age of the store".
Internet celebrity stores that are purely popular with capital, if the taste is not up to standard, the market will give it a slap, so it generally does not open for three years.
Those stores that have been open for more than 5 years can rest assured to try boldly, if it is unpalatable, it will close long ago, and the delicious food will stand for so many years.
So, netizens used the experience of "blood and tears" to swallow the tears of being deceived, and summed up a set of formulas for choosing a restaurant: "A good restaurant is a good restaurant in the first 5 years + a score of 3.8-4.0".
02, big V visits the store to check in and comment, easy monthly income of more than 10,000 yuan
"Swiping reviews" is no longer a trade secret.
In restaurants, as long as the merchant can reduce the price of a dish, he can give it a five-star rating on the spot.
Where you don't know, there are also a variety of review "welfare" groups.
These "welfare" groups can eat and drink for nothing as long as you post comments, and high-level accounts can even be reimbursed for round-trip expenses.
Because the higher the account level, the greater the benefits, it will have a review of the priority display of rights, the more weight the evaluation.
And the "savvy" merchant won't let you score a full 5, he will let you give a 4.5 or 4.7, otherwise the full score will seem too fake.
There are some high-level accounts, if it involves more refined reviews, such as on-site visits to stores, not only can they provide free eating, drinking and playing services, but also give rewards ranging from hundreds to thousands of yuan.
These high-level big Vs are the real winners, and what they do is a profitable deal.
It is easy to take on a dozen or twenty tasks of this kind of review a month, and the monthly income is more than 10,000.
Big V earns remuneration, merchants receive good reviews, store ratings are high, and in the end, only the world where consumers are injured is achieved.
When Dianping was founded, the founder's original intention was to explore more high-quality food.
And now, it's all gone.
Is it the merchant who forgets the essence of profit, or does Dianping forget the original intention?
It's hard to say, both have each other.
After all, since Dianping was acquired by Meituan in 2015, it has become a drainage tool for Meituan, and it has long been "a matter of people".
But now that this topic is on the hot search, will merchants do their best to maintain their ratings between 3.5-4.0?
This is a retaliatory crowding, which is clearly a vivid portrayal of the battle of wits and courage between consumers and businesses.
03. It really doesn't matter if you score or not, the important thing is to believe in your tongue
Now it is very important to choose a restaurant, will local friends go to eat, it has not been open for a long time.
As for the rating, it's not very important.
Whether it's delicious or not, you have to eat it yourself to know.
The real good and old local restaurants have already formed their own reputation, have a fixed and stable source of customers, and there is no need to attract diners through ratings.
And most of the diners in this part are old customers, just eat and leave, who will give you a good review on the public review for no reason?
No matter how much praise and high scores there are, they are not as good as the good reputation of the people.
The score on the platform does not reflect quality and quality, or even cost performance, but a larger part reflects the consumer experience and whether it meets the psychological expectations of consumers.
"Most of the low scores actually fall on the service and environment, which has little to do with whether it is good or not. In addition, if you lower your psychological expectations, you will feel more delicious. ”
As netizens said, this kind of unquantifiable rating is of little significance.
The same dish may be arsenic for the other and honey for me.
For example, a person who doesn't like spicy food went to a Sichuan restaurant, and the owner followed the authentic and authentic methods of Sichuan cuisine, and the result was "too spicy, bad review".
Another example is a person who loves to eat heavy oil and spicy food, went to a restaurant in Jiangsu and Zhejiang, and after eating, he gave a bad review of "all sweet, not delicious".
It can even be said that ratings should not be for customers, but for merchants.
Let merchants reflect on what they are not doing well and where they can do better.
When marketing gimmicks outweigh food quality, consumers will naturally "vote with their feet".
Consumers have memories, and stepping on thunder again and again has also allowed them to form a protection mechanism, and as soon as they see the word "Internet celebrity", they will immediately automatically generate the impression of "unpalatable".
If you want to know which restaurant is delicious, you may be tired of shopping, and a random fly restaurant can surprise your taste buds.
A small noodle restaurant that has been open downstairs in the community for seven or eight years, the boss kneades the noodles himself, and there is an endless stream of guests every day, you will find that the noodles are very strong, the toughness and smoothness are just right, and the price is also affordable.
Just get out and about, ask the locals, or visit a restaurant yourself.
Why bother leaving everything to the software?
Everyone should have the courage to abandon the Raiders immersive experience.
Practicing the truth can sometimes lead to different surprises.
And businesses should also return to the essence of catering, that is, "make food well", and should not focus on high scores, praise and marketing, but should put more energy on "delicious".
Although the aroma of wine is also afraid of deep alleys, it should first be on the basis of "aroma of wine" before it can be allowed to get out of the alley.
Have you had any sad experience with the reviews? What do you think about this kind of "flickering" rating? Welcome to leave a message in the comment area to discuss and express your opinions or opinions, thank you.
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