Turning Reputation Insights into Restaurant Strategy

Consumers are frequently turning to AI-driven discovery tools to find new businesses, according to Sogolytics’s Beyond SEO: How Online Reputation Wins Business in the Age of AI, which explores how AI is transforming the way consumers evaluate businesses and make purchasing decisions. 

Among the highlights: 

• One in five consumers regularly use ChatGPT, Google AI, or other tools to research businesses with 60 percent of AI users saying they have asked about restaurants.

• Google (still) dominates with 71 percent of consumers checking Google reviews, followed by Facebook (41 percent) and Yelp (29 percent). Younger adults increasingly rely on TikTok, Instagram, and AI-based discovery channels. 

• More than half of consumers check reputation “often” or “always” before engaging with a new business. 

• Seventy-eight percent of consumers believe managing AI reputation will be critical in the next few years. 

• Thirty-eight percent of consumers question credibility when all reviews are positive, and 61 percent expect businesses to show proof of corrective action after a negative incident. 

AI’s Growing Role in Dining Decisions

“From local eats to destination dining, consumers are scrolling through a smorgasbord of options every time their stomachs rumble,” said Melissa Krut, VP of Success at Sogolytics. “The wide menu of menus to shuffle through requires diners to seek differentiators, which are increasingly driven by positive reviews and delicious marketing wins.”

With so many restaurants competing with each other, the proof's in the pudding: Those that stand out in an eat-with-your-eyes media stream and win the reputation game will survive and thrive.

Krut pointed out the study shows that 56 percent of consumers always or often check a business's reputation before trying it, and 20 percent call no online presence a red flag with seven percent saying it's a deal breaker.

“Beyond stars, visuals like beautifully plated meals and attractive dining environments appeal to younger generations, who are often driven by influencers on TikTok and Instagram. Winning over these younger diners, who lead reputation-checking habits, requires restaurants to prioritize review strategies and visual marketing. With so many restaurants competing with each other, the proof's in the pudding: Those that stand out in an eat-with-your-eyes media stream and win the reputation game will survive and thrive.”

Anyone who's ever had to answer the "What's for dinner?" question recognizes the challenges of decision fatigue, Krut explained, with AI chats offering a more conversational approach to dialing in on a suitable choice. With 43 percent of 25-34-year-olds using AI often and 16 percent of users saying AI recommendations most influence their final decision, the trend is toward a bigger role for AI in all consumer decisions.

Digital Footprint Foundations

When it comes to a restaurant’s digital footprint, accurate listings are foundational to attracting consumers and building trust. From hours to menu to pricing, 53 percent say up-to-date info is critical, the report found.

“Next, ensure your service and staff communication are strong,” Krut advised. “Actively listening to both your employees and your consumers can go a long way toward fostering the best possible environment to cultivate positive reviews. Our study shows that 47 percent say service and communication help prevent negative reviews — a base you want to have covered before you push for more reviews.” 

The next step is to encourage reviews. As you aim to attract diners with different search habits (and different AI concierges), spread your bets across different review sites: 35 percent of consumers call this essential, Krut pointed out.

Operators need to stay active online and respond quickly when comments or reviews come in as 51 percent say that speed builds trust — and encourage discovery through attractive and appealing visuals and videos on social channels. 

Build Trust, Be Consistent, and Tell Your Story

Growing trust and connections should be the key focus of marketing efforts, Krut suggested, adding that’s it’s best to start with big questions such as:

• What are you proud of?

• What sets you apart? 

• Why should anyone in your area "eat local" with you

• What values or other differentiators would appeal to those a little farther out? 

“Tell your story consistently — content on your website, social media, and profiles on sites like Google should build your unique narrative and help set you apart.”

From the technical perspective, Krut said to optimize content so it's easy for AI to highlight menu details, local sourcing, and what you're doing in the community. Authenticity can be one of a restaurants greatest strengths and provide plenty of fodder for AI tools to gobble up and serve to prospective diners. 

“Broaden your reach across multiple review sites to build a more diverse, credible data set for AI tools to learn from. Show accountability and transparency by replying publicly and engage in authentic dialogue as appropriate across channels. Build your community by showing that you're listening, highlighting what you've learned from your staff and guests, and how you've implemented improvements based on real suggestions and inspiration.”

Reputation Matters and Crisis Management

Reputation is one of the most important ingredients in a restaurant's success with 56 percent of consumers say they always or often check the reputation of a new business before trying it out, and Google is one of their most trusted data sources. The report states 71 percent of consumers check Google reviews, and 63 percent consider them to be the single most important factor in a final decision.  

Every single experience matters. Yes, mistakes happen, and 'circumstances beyond our control' do pop up, but it's critical to have systems in place that help you identify and tackle friction points before they turn into negative reviews and viral disasters.

“What does this mean to restaurant operators?” Krut said. “Every single experience matters. Yes, mistakes happen, and 'circumstances beyond our control' do pop up, but it's critical to have systems in place that help you identify and tackle friction points before they turn into negative reviews and viral disasters.”

A restaurant’s crisis response must be public, factual, and discoverable across social media, Google, and AI tools, Krut stressed. 

“It might seem that the worst thing an organization could do is to deny a crisis, but the suppression of information may be even worse. While the last thing you might want is for people to know about a big mistake or unfortunate situation, you need to consider when and how to respond publicly — not IF you should respond publicly. If you try to cover it up, you'll lose trust when (not IF) consumers find out. 

According to the report, 73 percent say that a viral news story can impact trust — and AI's power to amplify that story can make a bad situation worse. Forty-nine percent of consumers want a clear explanation of what happened, and 45 percent immediately raise the bar, expecting better service afterward. And sixty-one percent say that trust only returns when a problem is visibly fixed.  

“Communicate effectively with your team, loyal customers, and community — nobody wants to feel disregarded or out of the loop in a shared space you've been working to build together. Welcome questions and feedback to show you’re listening and to keep the conversation going. Address the issue, communicate the steps you've taken and how you'll avoid a repeat in the future, and do all you can to regain trust — one better experience at a time.”

The research was conducted by Sogolytics’ in-house team through an online survey of 1,198 U.S. adults using the company's own survey, distribution and analytics reporting technology.