Photo by Brian Kachejian
When your words can affect a business, honesty comes with consequences.
That’s probably the biggest lesson I’ve learned from years of reviewing food. Most people think the challenge is finding great places to review, building an audience, or creating content that people want to watch. For me, the biggest challenge has always been knowing that an honest opinion can influence how people view a business and whether they decide to spend their money there.
I spent many years as a working musician and performer, and one thing that experience taught me is that once people trust you, your words carry weight. In the world of food reviews, that weight can have real consequences. And that’s where the challenges begin.
As someone who does food reviews on a regular basis, meaning a couple of times a week, I’ve run into quite a few challenges that I thought I would share with those who wonder what goes into a food review and why it’s not as easy as people think it is.
There are more people doing food reviews than ever before. This has been fueled by the popularity of social media, especially on platforms like TikTok, Instagram, and Facebook. Everyone has their reasons for doing reviews. I would guess the biggest reason is fame and fortune, just like the reason people try to make it in Hollywood, the record business, or any other entertainment avenue.
When someone does a food review, it becomes more than just about the reviewer. We are entering a world where our words and actions can affect the business we are reviewing. A spectacular review can bring in a significant number of new customers to a business, and, of course, the opposite can happen with a bad review. Some people will watch the review and say, “Yep, I’m not going to that place. Thanks for letting me know.”
Doing a bad review is a heavy weight to bear. Of course, depending on how big a presence you have on social media will determine just how much of an effect you can have. Do most reviewers want to do bad reviews? Well, I can only speak for myself, and it’s the last thing I ever want to do. I never want to hurt a restaurant, pizzeria, food truck, bakery, coffee house, or any food business. That is never my goal.
I always hope that when I walk into a place and review it, I’ll have great things to say about it and inspire people to visit it. But the only way people will believe what I say and visit those places is if they know I am honest.
So I made a commitment to myself that when I film my videos and record my reviews, I capture my honest reactions in the moment. I do not edit those reactions out. Maybe I clean a video up a little for pacing, but my initial reaction is always what people see. As people get to know you as a reviewer, they can see it in your eyes, in your expression; they know who you are, and they can read you. So you have to publish that. You can’t hide it.
The hardest part comes when it’s time to publish a negative review. You know your words may affect that business, and at least for me, that’s painful.
Why did you do it?
Some people may ask, why do you do it? Why would you publish a bad review?
Well, if someone is going to try to make a living as a journalist, an influencer, or an entertainer, trust is their most valuable asset. Their word, their heart, their soul, and their honesty are what that trust is built on. If you ask any entertainer or songwriter who has ever poured their heart into a song, they lay it all on the line. Whatever they’re feeling, they let people accept or reject it because they know that if they’ve been honest, they’ve done their job as a communicator.
A songwriter, an actor, or a journalist needs to be genuine. Even if you’re playing a part, you need to play it with authenticity.
The Positive Side Of A Bad Review
Even though writing a bad review can be a huge challenge, the way I look at it is that it could turn into a positive for the business. Perhaps if the review says the people weren’t friendly, the service was poor, or the food was cold, they will make an adjustment. They’ll make that adjustment before more people who never read reviews walk into the place, discover the same issue, and decide not to come back.
A review can be a way for a business to fix a problem so that customers leave happy. Maybe they lose a handful of people who read the review, but they could gain dozens, if not hundreds, of returning customers if they correct those issues.
People who do reviews do it for various reasons, but I think the people who do it for the most genuine reasons do it because it’s some sort of calling. In the end, it’s a lot of fun.
Now here’s the thing, and this is very important. There is a difference between people who do reviews as journalists, influencers, or whatever you want to call them, honestly and independently, and those who get paid by the businesses they review.
I never take free food, and I don’t get paid by the places I review. The money I make comes either through advertising on my website or through payments from social media platforms. Those are payments made for my content by the platforms themselves. I am not being paid by the restaurants, food trucks, bakeries, coffee houses, or any other businesses I review.
I’m not saying there’s anything wrong with influencers who charge businesses money to advertise their restaurants. It’s simply another form of advertising. But I do believe that if an influencer is being paid by a restaurant, a food truck, a bakery, a coffee house, or any other food business, they need to disclose that in the video because, in the end, it’s advertising, not a review.
There’s absolutely nothing wrong with advertising all the great things about a place. That’s what advertising is supposed to do. But if it’s done in a way where the influencer is not telling the audience what is really happening, then it’s simply not honest or genuine.
Eventually, viewers figure it out. They can tell. I’m not calling anybody out. I’m just calling it the way I see it.
Food reviews are an essential element of modern culture. There are so many new places opening every day and such an abundance of places to visit. If you’re a consumer, sometimes you need a little help. Sites like this and influencers on social media can play an important role in helping people discover what’s out there, both the good and the bad.
But of course, like I always say, sometimes just walk out your door, walk down the block, and walk into a place that just looks interesting. Because before the internet, that’s how we all used to do it.
