The State of Reputation: Panorama of Reviews in the Restaurant Sector is a pioneering study in Brazil, conducted by Harmo, which analyzes the online reputation of restaurant chains based on reviews on Google Business Profile.
This detailed survey, based on more than 450,000 evaluations 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 article, we'll present the report's key insights, the importance of reviews in the customer journey, and the most relevant data for the industry. We'll understand how online reputation can transform restaurant success and provide a clear overview of the current state of the market.
About the report methodology:
The research considered reviews published on Google Business Profile, a platform widely used by consumers to find restaurants and share experiences. Brands were selected based on criteria such as having more than 15 locations, having received at least 500 reviews in 2023, and being a member of the ABF (Brazilian Franchising Association) and/or the SBVC (Brazilian Society of Retail and Consumption) rankings.
The metrics analyzed include the number of reviews per location, response rate, review sentiment, and ratings from 1 to 5 stars. Additionally, a textual analysis of the reviews was performed to identify the main factors influencing the customer experience , both positive and negative.
The importance of reviews in the customer journey
Reviews play a fundamental 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 trust and improving a business's visibility in local search results.
Review recency is crucial for Local SEO , with searches like "near me" growing 150% in the last two years. Keeping your profiles up-to-date and responding to reviews not only demonstrates customer care but also contributes to a better search ranking, attracting more visitors and increasing loyalty.
Data analyzed by the study
Evaluated Brands
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 Reviews by 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 still fall 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
Reviews were categorized as positive, neutral, and negative. The industry 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
Text analysis revealed that the main topics mentioned in the reviews were service, product, ambiance, food, experience, delivery, price, quality, parking, and location. The service and product quality received high praise, while the most criticism was directed at poor service, delivery issues, and high prices.
General 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 received 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. Online reputation management is an essential tool for attracting, winning over, and retaining customers. Responding to reviews, improving service and product quality, and keeping profiles up-to-date are key strategies for standing out in the competitive market.
We hope this report helps restaurants identify opportunities for improvement and strengthen their online presence. To access the full report, click here . If you'd like specific details about your brand, please contact Harmo .
