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The number of dials you have to turn to perfect your coffee shop operations can be overwhelming—product quality, customer service, location, design... the list goes on. The reality of our industry is that you can’t check every box for every customer that comes in your door, and even when you do, they might not be vocal about it. But don’t underestimate the power of online reviews. Stick around for all the great information our coffee shop consultants had to share on the importance of online reviews, and how you can leverage them to attract new customers and boost your reputation.
While word of mouth isn’t totally dead, and we’ll cover some tips around that in a bit, the bulk of conversations that make or break you happen on review sites and are often one-sided. Studies show that 98% of consumers read reviews before making a purchase. This means having hundreds to thousands of 5-star reviews will make your shop a must-stop for travelers and a home for loyal regulars in your area. It can also mean that having limited reviews or a low overall average could stop those 98% of people from even trying you out in the first place.
Keep in mind, search engines like Google factor in online reviews when ranking local businesses. Imagine a potential customer searching for the 'best coffee shop' on Google Maps. If your shop has a lower average review than the one down the street, it's less likely to appear at the top of the search results. That's why maintaining a strong online reputation is crucial. As coffee shop consultants, we could talk about the necessity of reviews for days, but why don’t we focus on how you can make the most of them?
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Asking someone to leave a review can feel a bit awkward, and let's be honest, some websites have strict rules about soliciting reviews. So, it's important to do it the right way. Here are some strategies to uplift your review count:
Google is the most powerful platform when it comes to online reviews, and there aren’t many limitations. The first step you’ll want to take is to ensure that you have a Google Business Profile, and that all the information listed is accurate and up to date. One of the easiest ways to get a bad review is through a customer showing up at your listed business hours just to see a closed sign on the door. Being active on your profile is also a great practice to increase reviews naturally. By posting updates and sharing news, Google sees that you’re an active business, and you can expect higher listings in maps search results accordingly.
Assuming you’re following all the best practices outlined by coffee shop consultants, the next step is to simply ask for reviews! If you're polite and respectful, and encourage customers to share their honest feedback, you're less likely to encounter any issues. Remember, people appreciate being heard, so a genuine request can go a long way. You can even share a link or feature a QR code on displays in your stores that will directly prompt someone to leave a review. While there’s no harm in asking, it’s important to avoid offering incentives like discounts or freebies in exchange for reviews. So, keep it simple and sincere.
While it is estimated that 73% of all online reviews are on Google, there are still roughly 180 million people that use Yelp monthly, and it is often a pickier customer. That said, the platform is cut from a similar cloth, as asking for reviews directly can actually get you unlisted. This makes the best practices we discussed around your Google Business Profile all the more important. An accurate profile with plenty of details and updates is the best way to get people talking.
Something unique to Yelp that you are allowed to do is ask customers to ‘check-in.’ This feature primarily affects individual user profiles as it shares their whereabouts with connections and allows them to earn badges, but it also can encourage reviews. Opening your profile to do this could be the reminder they need to speak up, and sometimes Yelp will even prompt them to leave a review after they check in.
Like we said earlier, the ways of word of mouth may have transformed in the modern era, but they aren’t dead. People still love sharing their favorite spots with friends, and a coffee shop consultant can help ensure your place becomes one of those top recommendations. These days, a lot of that buzz happens on social media, where word-of-mouth gets an extra boost. The best way to tap into this is by creating a ‘shareable’ experience, and in the coffee world, latte art is huge.
If you have talented baristas making unique designs, customers are compelled to take a picture and may even share it as a story on Instagram or Facebook. They might just tag your business when they do, so ensure you have visuals that showcase your social media profiles in your store. Even if they don’t tag you, it’s possible their friends slide into their DM’s and ask where they got such a special cup of joe.
One of the things we’ve always loved as coffee business consultants the ability to connect with customers by responding to their reviews. One of our favorite features is the ability to leave a response as your business to every one of your reviews. Thanking happy customers is always a joy, but handling criticism? That’s a trickier part of the story, especially when the feedback may not be exactly constructive. Here’s how to go about it:
Be Calm, Cool, and Collected: While you’re going to have an urge to ‘fight’ back when someone has said something unfair about your pride and joy, you have got to be professional—fighting fire with fire can negatively escalate issues.
Acknowledge the Issue: Often, people want to feel heard, and any third party that reads your conversation will see that you’re a trusted business that makes customers feel valued. Something like “We appreciate you sharing that ...” can go a long way.
Provide a Solution: See if you can turn the problem into an opportunity! If a person has a bad experience, sometimes getting them to update their review is as simple as inviting them back for a free one. The $3 you lose on a 12 oz coffee and a croissant is insignificant when you consider the profit value of positive reviews.
Learn From Your Mistakes: While they might not always sound constructive, any time a customer has a bad experience is an opportunity to improve your business. Reviews can sometimes expose pitfalls in your staffing or product quality.
Context is Key: Explaining the details around negative reviews is super important for other readers. If someone says that their drink is never made right, it can be valuable to share the level of training your staff has, and how many times they tried their best to meet expectations for no additional cost.
Flag For Review When Appropriate: Occasionally, you might get a 1-star review from someone who has never been to your business or even mistook yours for one down the street. Thankfully, most platforms have a feature to flag inaccurate reviews like these.
We hope this guide will become a valued resource for your team when making the most of online reviews, but we understand that isn’t the only challenge you face. Sometimes, all you need is a little extra support to keep your business operations running smoothly, just like it does during a morning rush. Whether you’re looking for further help and guidance on online reviews, or any of the other levers that need pulling, the experts at Dilworth are here to help.
Partner with us today to gain coffee shop consultants that can help with everything from marketing to equipment and recipes.
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