Sharper steak knives adorned the tables at Café Carolina in Encino after a little push from olaviniao. A less cluttered dining room came courtesy of Linda “Zippy” C. And the new focaccia bread? Local foodies can thank Marina M., Kim L. and more. Internet critics — masked by online monikers — have Valley area restaurateurs upping their game and increasingly engaging their customers on websites such as Yelp, Urbanspoon and Citysearch. Praises, critiques and suggestions once kept under wraps by the awkwardness of criticism are now displayed online for all to see. “I reply to almost everybody—the good and bad,” said Isabella Errico-Dossi, who along with her husband Giuseppe Dossi opened Café Carolina in 2003. “I appreciate they take the time to do it. And the bad ones we learn from.” And learn they have, she said. “With this new (focaccia) recipe, as long as you give the bread time to rise, it’s really good bread and that came as a response to the reviews.” Errico-Dossi, whose restaurant has 4.5 out of five stars on Yelp, said the anonymous nature of many online reviews makes first-time or infrequent customers more willing to share their grievances. “Honestly, when I see in the subject line ‘New review from Yelp,’ I do take a moment,” she said, with a chuckle. “It’s like: ‘Uh-Oh, I hope it’s good.’” Small businesses owners across the country are quickly becoming more like Errico-Dossi. According to local media researcher BIA/Kelsey, 29 percent of small businesses aggressively used online review and ratings sites last year by increasing content on their business’ page and actively engaging with reviewers. The organization estimates that number to jump to 39 percent by the end of this year. “They have to rethink how they are engaging with their customers on a day-to-day process,” said Jed Williams, an analyst with BIA/Kelsey. “When a bad review pops up, you need to react to that in very real time — same with good reviews.” Online review sites are decreasing the amount of guessing required to identify needed changes, Williams said. That’s helping owners who actively engage online form better relationships with their customers. “What better way to show your audience you are listening than to do something … about what they are suggesting?” he asked. Sharon Giannini of family-owned Giannini Bistro & Grill in Lancaster said she has even offered reviewers a free steak after they made their criticisms public online. Giannini, who criticized Yelp for how it filters comments, also has taken the step to increase her Yelp rating by employing another interactive website. “Hey everyone, we need your help! Our Yelp rating is a 3 1/2 star. We are totally better than that! Give a great rating for us!” the restaurant posted on its Facebook page last month. Local ReZults Inc., a Woodland Hills-based Internet search marketing company, advises its clients to take such proactive approaches. “Negative reviews — they shouldn’t be feared,” said Robert Ramirez, chief technical officer for Local ReZults. “If it is something that can be addressed or rectified, we certainly suggest you do it.” He said all positive reviews should raise red flags that a business is planting fake positive comments. And because customers are often more motivated to leave a review when their experience was less than enjoyable, businesses should encourage customers to leave comments — good or bad — through incentives such as coupons, said Local ReZults Chief Executive Bruce Safran. “If a small business is proactive with the reviews, they come out ahead in the game,” he said. But Errico-Dossi of Café Carolina said sometimes reviewers “are just wrong,” blaming the restaurant based on misconceptions. Last year, someone called the family-owned restaurant “an overrated scam,” but cited food prices she said were higher than the café’s actual offerings. So instead of penning her usual private missive, Errico-Dossi made her response available for all to see. “To make it public was just in our best interest,” she said.
Online Dining Reviews Urge Changes; Steak Knives, Please
