The latest statistics from Feed It Back have revealed what people are most likely to complain about in negative reviews after visiting a pub, bar or restaurant.
Slow service and rude staff are the main drivers, according to the analysis of customer reviews on platforms such as Facebook, Google and TripAdvisor, from January to September 2018.
The findings also highlighted the difference in customer expectations when dining in restaurants, pubs and bars.
The main complaint among restaurant customers was speed of service, the reason for 20% of negative feedback. Most complaints cited time elapsing between being served starters and the main course, and seeing other customers who ordered food after them receive it before them.
In pubs and bars, the most common criticism was food quality.
Interactions with staff drove complaints in pubs, bars and restaurants, but restaurant-goers placed greater weight on their servers with 60% of complaints being related to the efficiency, engagement and attitude of wait staff.
“As a nation, on the whole, we don’t like complaining in public – it’s just not in our culture – but we will vent on social channels, review sites and in person to our family and friends,” says Feed It Back CEO Carlo Platia. “Actively seeking out these complaints and understanding what is driving them is not only a crucial step to improving your online reputation, but an integral tool for increasing sales.
“Looking at these statistics, it might seem obvious that slow service is a key driver in negative reviews, but the really interesting part is when you dig down into the granular detail of the data and find out that it’s actually the wait time between the starter and the main course that is frustrating customers. With this richness of insight, you have the tangible information you need to improve your customer experience.
“In the current competitive environment, all brands have to look forward and innovate to stay relevant – standing still simply isn’t an option. The brands that will win the fight for market share over the next five years, will be the ones who truly listen to their customer and utilise all the data at their disposal to drive their customer experience.”