How to Use Restaurant Reviews (Even the Bad Ones) to Your PR Advantage
In the restaurant industry, reviews are currency. They influence decisions, shape reputation, and can either drive a packed Friday night or an empty dining room. But here’s the reality: you can’t control every experience or every customer who chooses to post online. What you can control is how you respond, leverage, and repurpose those reviews (yes, even the one-star ones) to your public relations advantage.
If you’re not already treating reviews like micro-PR opportunities, you’re leaving brand equity on the table.
The Role of Reviews in Modern Restaurant Marketing
Customer reviews are often the first point of contact for potential diners. Whether they’re browsing Yelp, Google, or TripAdvisor, people trust reviews as social proof. According to a 2024 BrightLocal study, 98% of consumers read online reviews for local businesses, and 49% trust them as much as personal recommendations.
That means every review—positive or negative—is a chance to shape public perception and reinforce your brand positioning.
Turn 5-star Reviews Into Brand-Building Content
Here’s where most restaurant owners fall short: they see great reviews but fail to do anything with them beyond a “like” or a thank-you. Let’s be clear—these glowing testimonials are free PR.
Here’s how to make them work harder for you:
Repost on Instagram Stories with on-brand visuals and a CTA to book a table.
Create a carousel of reviews for Google Business, Yelp, and Facebook to spotlight real customer experiences.
Add them to your website in strategic places like your homepage, menu page, or booking page.
Include in email marketing to reinforce social proof and boost reservations.
Remember, a third-party validation from a happy customer is often more persuasive than a branded message from you.
Flip Negative Reviews Into Positive PR Moments
Bad reviews are inevitable. But they’re not career-ending. In fact, they can be turned into brand trust builders if you know how to handle them.
Here’s the playbook:
Respond promptly and professionally. Apologize if warranted, show empathy, and offer to make it right. Others are watching your response just as closely as the review itself.
Use criticism as operational insight. If multiple people mention slow service on Tuesdays or a dish being underwhelming, there’s likely a fixable gap in the guest experience.
Showcase your growth. If you revamped your cocktail menu after feedback or retrained your staff, tell your audience. Post a story. Share a reel. Let your diners know their feedback was heard and used constructively.
Take the high road publicly. Never argue online. It never ends well. Respond with integrity, and you win the respect of the onlookers.
Handled correctly, bad reviews don’t damage your brand—they elevate it. They show transparency, maturity, and a commitment to customer experience.
Use Reviews as PR Hooks for Media and Influencers
Looking for angles to pitch to food writers or lifestyle editors? Start with your reviews. If you’re getting consistently praised for your vegan brunch or your speakeasy vibe, lean into it.
Create PR stories like:
“Why This Hidden Spot Has the Best Vegan Benedict in Downtown LA, According to 150 Yelp Reviews”
“Locals Say This Rooftop Bar Has the Best Views in Vegas. Here’s Why It Lives Up to the Hype.”
Influencers and journalists love a strong angle. Your customer feedback provides the social validation that makes your pitch more compelling.
Final Thoughts
At Golden Hour Co., we’ve helped restaurants turn their reviews into relationship-builders and revenue drivers. Whether you’re fast casual, fine dining, or a franchise group, the key isn’t just collecting great reviews, it’s knowing how to use them.
If you’re unsure how to turn your existing customer feedback into brand authority, PR momentum, or content gold, our team can help you map the strategy and execute it with intention.
🔗 Explore our restaurant marketing services or book a Small Business Strategy Session to get started.
Every review tells a story. Let’s make sure it’s working in your favor.
