BooRah - Inside the Buzz

We’ve talked on this blog about how restaurants can benefit from engaging (or at least understanding) their customers’ conversations about them on the Internet.  Now, BooRah is launching a new service for restaurant owners, marketers, and consultants that helps them manage these conversations — the service is a comprehensive “reputation tracking” report that pulls together these reviews on a restaurant into one place.

The San Francisco Chronicle writes about the service and some restaurant owner perspectives here:

“More and more, people are using user-generated reviews to make decisions about where to eat,” Hemmeter [Founder & CEO of E&O Trading Co.] said. “You have people who write fictitious things because they couldn’t get a table. And then you have people who write because they had a genuinely nice experience. All restaurant operators have to figure out how to get in on this online trend.”

The BooRah restaurant reputation reporting service executes an extensive search of professional restaurant reviewers’ online columns and blogs as well as consumer review web sites, and generates a concise summary, or “Restaurant Reputation Report,” for the restaurant owner.  The report details top review sources, overall ratings, top sentiments among reviewers (both good and bad), tracks trends over the past six months, and summarizes overall percentage ratings for food, service and ambiance for the restaurant.  You can see a sample report here:

More information is coming soon. In the meantime, if you are a restaurant owner you can sign up for a free version of our review tracking service here www.BooRah.com/owner

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QSR Magazine writes about how to use feedback from blogs, consumer review sites, and other social media for your restaurant:

“Customer feedback found in blogs might reveal key information if you read between the lines…. Filtering through customer feedback on the various Internet blogs and social networking sites such as Yelp, BooRah, Citysearch, and others can be a very time-consuming endeavor, especially if your quick-serve restaurant boasts multiple locations. But reviewing these comments can lead to more targeted information, such as the favorite menu item, most-common dislikes, and the popular customer service aspects and could play a key role in marketing and advertising for the company.”

Building on this theme, BooRah is publishing a restaurant online reputation case study that analyzes user-generated content from across the web on Buca di Beppo, the 88-unit restaurant chain recently acquired by Planet Hollywood.  There are several aspects of social media helping and hurting a restaurant chain that are explored in the white paper, including:

• Analysis of the overall “brand promise” of the restaurant chain against high-level themes that are being written about in user-generated content.
• An example of how newsworthy events can be amplified by social media and online search to greatly impact the “message” that consumers see about a restaurant’s brand online (in this case, not in a good way!)
• A breakdown analysis of user comments and reviews posted on a location-by-location basis, and how each location’s ratings impacts the overall restaurant brand image.

In the end, a proactive approach to social media — starting with base-lining the existing user-generated content about your restaurant — can be used to benefit a restaurant’s other marketing efforts.  An important example sited in the QSR article:

“Responding to those who post such comments is a crucial component in monitoring customer feedback…you have to tell the customers you have heard them and are working to address their concerns.”

Otherwise, as was the case in the Buca di Beppo example, comments in the blogosphere can turn into user-driven speculation about your company and your brand.

You can download the BooRah restaurant online reputation case study here.

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Last week, we launched a new website ( check out new site here). With this launch, not only do we cater to consumers who are looking for great dining recommendations but also to restaurants who are looking for equal footing in managing their reputation online.

We’ve created a new “Restaurant Dashboard” that allows the restaurants to track new reviews each week, get trends of reviews & ratings, and manage repeat diners. Participants of our loyalty program  get detailed reporting including  diner registrations, private reviews, survey results and other data.

About 3 months ago, we launched a “Customer Loyalty” program for restaurants. The main focus was to allow the restaurants to reward repeat diners for their loyalty while collecting private, but direct feedback on their experience. In talking with our restaurant customers in the past few days, it’s great to hear them say how much they love what we’re doing and how we are uniquely positioned to foster an ecosystem where consumers and restaurants participate alike.

For starters, here’s how BooRah helps restaurants manage their businesses - these are all FREE services

 Track Reviews - BooRah aggregates reviews from various review sites, blogs, and professional critics and generates a weekly summary report for the restaurant - this helps them track all the reviews about their restaurant at one place

Enhance Listing - A restaurant owner can claim their restaurant and manage information about the restaurant. One can upload pictures, provide links to a menu, add a brief description, or offer discounts to consumers

Useful Links & Blog -  Online Restaurant Marketing contains valuable information for restaurants and what they should be doing to build up awareness on the Internet.

The “Customer Loyalty” product  allows restaurants to track their loyal diners and reward them for their loyalty. Unlike other loyalty programs, where only the restaurant knows how many times a customer has dined at their restaurant, the DineTrak system  offers visibility to the diner and the restaurant as well. It not only tracks each dine event but captures valuable survey about their dining experience and written feedback.

All the survey data and feedback is visible only to the restaurant unless they explicity choose to make it public. Restaurants love to (as we would all) get feedback from actual diners and improve on their low-points without necessarily telling the world. Infact, the restaurants can directly reach out to the diners and extend their zone of influence.

Now here’s the most interesting by-product of this program -

Our core technology, the semantic engine,  generates ratings for food, service and ambiance from user reviews & blogs across the Internet. We have done multiple benchmarks against best rating sites and have proven that we are better or equal than those through use of technology alone. We now have an additional data point to benchmark our service against, survey results from actual diners. I’m glad to report that using the 2 months of data from surveys from loyalty program customers, our semantic rankings are completely inline with actual diner ratings. We’re very happy with the quality of the semantic results and ability to correlate them with actual diner feedback - something, that in the longer run, could be the underpinning of a consistent rating system across all local businesses.

BusinessWeek has a small business story titled “Where Customers go to Praise(or Bash) You“. And we’re excited to be profiled along with some other leading players in the space. Online reviews are becoming a very valuable resource for consumers to make their buying decisions. Small businesses are beginning to recognize the impact of online reviews and understanding strategies to manage the online word of mouth.

BooRah focuses on building a community between restaurants and consumers. The customer loyalty product for businesses enables them to collect comments from customers (favorable or critical) and selectively publish them. These are comments that diners are making for restaurant owners, not reviews being written publicly on the BooRah site. Additionally, they also drive repeat diners by rewarding them for their loyalty. Check out more about restaurant loyalty programs