The State of Reputation: Overview of Reviews in the Restaurant Sector is a pioneering study in Brazil, conducted by Harmo, that analyzes the online reputation of restaurant chains based on reviews on Google Business Profiles.
This detailed survey, based on over 450,000 assessments collected in 2023, aims to provide an industry benchmark, allowing companies to compare their performance, identify opportunities for improvement, and strengthen their business strategies.
In this content, we will present the main insights from the report, the importance of reviews in the customer journey, and the most relevant data for the sector. We will understand how online reputation can transform the success of restaurants and offer a clear view of the current state of the market.
Regarding the methodology of the report:
The research considered reviews published on Google Business Profiles, a platform widely used by consumers to find restaurants and share experiences. The selection of brands followed criteria such as: having more than 15 locations, having received at least 500 reviews in 2023, and being part of the ABF (Brazilian Franchising Association) and/or the SBVC (Brazilian Society of Retail and Consumption) ranking.
The indicators analyzed include the number of reviews per location, response rate, review sentiment index, and rating from 1 to 5 stars. In addition, a textual analysis of the reviews was conducted to identify the main factors influencing the customer experience, both positively and negatively.
The importance of reviews in the customer journey
Reviews play a crucial role in consumers' purchasing decisions. Studies show that 93% of consumers consult online reviews before making a purchase, and 88% are more likely to do business with companies that respond to all reviews. Reviews act as social proof, increasing consumer confidence and improving the visibility of businesses in local search results.
The recency of reviews is crucial for local SEO, with searches like "near me" growing 150% in the last two years. Keeping profiles updated and responding to reviews not only demonstrates care for the customer, but also contributes to better ranking in search results, attracting more visitors and increasing customer loyalty.
Data analyzed by the study
Brands Reviewed
Thirty restaurant chains were analyzed, divided into two categories: comfort food and fast food. Most reviews came from the South and Southeast regions, with a balanced distribution between men (55%) and women (45%).
Average number of reviews per location
The overall average number of reviews per location was 131, with comfort-food businesses receiving almost one review per day, while fast-food businesses received only one every five days. Of the 30 businesses analyzed, only a third received more than 100 reviews per location in 2023, indicating that many are still falling short of the ideal in terms of review volume.
Response Rate
The average response rate was 24%, with only three brands achieving the ideal response rate above 80%. Comfort-food brands tend to have a higher response rate, with standouts such as Detroit Steakhouse (91%) and Mania de Churrasco (89%).
Sentiment Rate
The reviews were categorized as positive, neutral, and negative. The segment average showed 79.6% positive reviews, 7.09% neutral, and 13.31% negative. Comfort-food restaurants had a more favorable sentiment rate (90.6% positive) compared to fast-food restaurants (73.1% positive).
Textual Analysis
Textual analysis revealed that the main topics mentioned in the reviews were service, product, atmosphere, food, experience, delivery, price, quality, parking, and location. Service and product quality received much praise, while the biggest criticisms were directed at inadequate service, delivery problems, and high prices.
Overall Segment Note
The average rating for the brands analyzed was 3.9, with only four brands achieving an average above 4.5 stars. Comfort-food chains stood out, with an average of 4.4 stars, while fast-food chains scored 3.6 stars.
Conclusion
The study "State of Reputation: Overview of Reviews in the Restaurant Sector" offers valuable insights for managers and entrepreneurs in the sector. Managing online reputation is an essential tool for attracting, winning over, and retaining customers. Responding to reviews, improving service and product quality, and keeping profiles updated are fundamental strategies for standing out in a competitive market.
We hope this report helps restaurants identify opportunities for improvement and strengthen their online business presence. To access the full report, click here. If you would like specific details about your brand, please contact Harmo.