How to handle a spate of one-star reviews

As nice as it would be to have your establishment receive a 100% positive response rate from customers, the chances are you have received a negative review from time to time. Such reviews are generally harmless when they are far and few between, but a spate of those dreaded one-stars can impact your reputation, deter potential customers, and ultimately affect your bottom line. Statistics show that as many as 84% of consumers refer to online reviews before parting with their money, but consumers are less likely to be put off if the business has responded to any negative feedback. There are various reasons a person would leave a scathing review, from poor customer service and long turnaround times to concerns around cleanliness and food safety. One of the worst and most damaging critiques a customer could give is one where they state the food has made them ill. While negative feedback can range from minor grievances to serious issues, it’s unlikely to be the nail in the coffin for your hospitality business. It’s how you respond to the online reviews and the actions you take off the back of them that can truly turn things around. Here are some tips: Stay calm and assess the situation One negative review can be disconcerting, but a few in a row (or over a short space of time) can lead to a sense of panic. It’s important not to respond in a brash and defensive manner as it could exacerbate the situation – and remember: that reply will always be there for future customers to see. Read through each review carefully to understand the complaints and identify any recurring themes. Acknowledge the reviews publicly It may feel uncomfortable to address one-star reviews, but it’s important to reply to each one promptly and professionally. Statistics highlight how over half of consumers won’t use businesses that ignore their reviews, and it could lead to potential customers choosing to visit a competitor’s establishment instead, which may be addressing every complaint. Replying shows that you value customer feedback – good or bad – and that you have listened and are committed to resolving any issues as they arise. Talk to your team Hold a staff meeting to discuss the reviews. Encourage open-minded communication and ask your team if they’ve noticed any recent issues that could be contributing to the low ratings. Their firsthand observations can be invaluable, which is why it’s important to foster a culture where staff feel comfortable to raise any problems with management. Review food handling procedures If the feedback concerns food in any way, then it’s time to revisit the processes you have in place. Examine all aspects of food handling from receiving deliveries to cooking and plating meals. Awareness of allergens is also extremely important, with clear procedures needed to avoid cross-contamination. If you’re still using paper-based systems, then you may want to consider transitioning to digital software to maintain food and fridge temperature logs, stock rotation, and cleaning checklists. This improves accuracy and efficiency, while also enhancing traceability. Be inspection-ready every day It’s crucial to remember that an environmental health officer (EHO) can inspect your establishment at any time. Even if you’ve had a visit recently, you shouldn’t rest on your laurels because standards need to be maintained in order to provide the best and safest service. Regular self-audits and continuous staff training are essential practices to ensure that your business consistently meets health and safety regulations. If necessary, bring in health and safety experts to conduct an independent review. They can provide an unbiased assessment and help identify any issues that internal audits might miss. Retrain staff Often, lapses in food safety and service can be traced back to staff training. Organise refresher courses for your team, covering critical areas such as hygiene practices, proper food handling, and allergy awareness. You also need to make sure staff have the relevant qualifications, such as Level 1, 2 or 3 Food Hygiene Certificates. Monitor and communicate After making improvements, monitor the impact any changes have made to your business. Are they enough, or do you need to do more? Communicate these efforts with your customers via your website, or on social media, to showcase your commitment to continuous improvement. In conclusion A flurry of negative reviews is always far from ideal, but remember that they present valuable opportunities to learn and grow. Equally, businesses should not just wait for low ratings to crop up before taking action; a proactive approach to maintaining high standards across all aspects of food safety, service, and overall operations is crucial. This is what will help you build a stellar reputation that keeps your customers coming back time and again.

How to handle a spate of one-star reviews

By Kirstie Jones, an environmental health expert and the head of client services at Navitas Safety

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