(SPOT.ph) We’re sure you see food pretty regularly on your social-media pages—but not always for good reason. Amid hedonistic food-porn posts and shots of your friends dining at restaurants around the city and/or the world, you’re bound to stumble upon not-so-positive content from your direct contacts or the larger figures you follow. Case in point: Just earlier this week, news anchor Julius Babao went viral on social media for his not-so-great experience with a pizza he ordered from international chain Shakey’s, which he aired publicly in a Facebook post with the brand (and even the DTI) tagged.
As of writing, Babao’s Facebook post has gotten some 9,000+ reactions, more than 3,000 comments, a little over half a million views, and more than 2,000 shares. And while the brand has issued an apology (with many folks defending Shakey's in the comments of Babao’s post), the huge exposure of the incident could taint the image of the pizza chain for the months to come.
Also read: Shakey's Responds to Julius Babao's Viral Pizza Post
Restaurant complaints can be a tricky subject in these smartphone-ruled times, but here's when and how to do it:
Complaining in the Age of Social Media
We get it: no one likes having bad experiences—especially not at restaurants, when you’re a paying customer expecting to answer the call of your rumbling stomach only to be left with a disappointing meal or rude or inadequate service. And justice—or at the very least getting what you paid for—is a very human need. It’s for this reason that sending feedback, be it good or bad, to restaurants is important; not only can it help rectify the situation on the customer’s end, it also helps restaurants improve in the long run.
But the issue becomes blurry when social media comes into play, most especially when it’s a public figure we’re talking about. Airing your grievances on your online accounts is convenient considering pretty much everyone has some form of social media these days, and being able to hide behind a smartphone or laptop feels a tad less direct than airing your complaints face to face. But when you post publicly, others see it and can be influenced by it—for better or for worse.
“Social media is the fastest and easiest way for anyone to complain about a restaurant,” says restaurateur Elbert Cuenca of homegrown establishments Elbert's Steak Room, Elbert's Diner, Elbert's Upstairs Bar, Elbert's Pizzeria, and Metronome in an exchange with SPOT.ph. “Unfortunately, it can also be damaging to the establishment, especially if the ‘mistake’ was an isolated case or was due to human error.”
Social media is a double-edged sword: on one hand it can be an avenue wherein smaller voices can be amplified—consider how recently in the U.S., it’s largely thanks to social media that news of a certain lentil product of meal-delivery company Daily Harvest being linked to serious cases of stomach, liver, and gall bladder issues came to public attention, prompting the company to issue a recall. But it's also, in Dua Lipa’s words, a breeding ground for hate, coupled with how people tend to post more negative than positive feedback. Not to mention the fact that once something is on the Internet, it’s more or less there forever.
Cuenca acknowledges that the impact of these complaints can depend on the “gravity of the situation being complained about.” “I would think that a large chain operator will likely be less affected because, aside from having big PR budgets, the public’s perception is that it is a trusted and reputable brand,” he shares. But smaller businesses might not be as lucky. “Single-store operators… may suffer more from customer complaints, especially those that go viral. Small ‘accidents’ like finding a strand of hair in your soup may not gravely affect a restaurant, but comments about the quality and freshness of ingredients or, more seriously, food poisoning will definitely have a more significant effect.”
The Best Way to Send Restaurants Feedback
Almost all restaurants make mistakes, but good restaurants and restaurateurs will almost always prioritize customer satisfaction. That’s also not to say the customer is always right—you can’t fault the establishment for steak that ain’t rare if you ordered it medium-well. But if you do have a concern that’s (for the most part, objectively) valid—e.g. your orders were incorrect, you didn’t get what you paid for, you were treated rudely, and so on—then it’s definitely well worth bringing it up with the restaurant to best benefit all parties.
The key, though—in terms of getting results, as well as acknowledging human error—is to do it with respect and empathy.
"While customers are well within their rights to openly and publicly air their issues and complaints, hopefully they would do it with some humor and try not to be too harsh,” Cuenca shares.
Also read: The Past, Present, and Future of Dining in Metro Manila
In an article by famed restaurant critic Pete Wells on the New York Times, Cemson University psychology professor Robin Kowalski differentiates between instrumental and expressive complaints—the former focusing on a specific target and bringing about a specific outcome, and the latter being, well, to express your feelings about a situation. Don’t get us wrong: feelings are always valid, but airing complaints based on them publicly is another story—and while expressive complaints can help blow the steam off, it won’t exactly bring about change.
Your best bet is to reach out straight to the restaurant—be it through a phone call, e-mail, by hitting up their DMs, or requesting to talk personally to the manager or other members of the staff. “Talk to us directly!,” says Cuenca. “As an establishment, we prefer that customers be discreet and call our attention to shortcomings directly, whether it be right as it happens or via email or DM later on. This way, we will be able to focus our attention on dealing with the issue at hand, rather than having to manage negative publicity if the customer decides to go public.” Many companies also respond faster that way.
It’s also best to speak out as soon as you encounter the problem, as in while you’re still at the resto or once you receive the delivery and see the issue, so it can also be resolved quickly. How would chefs evaluate and replace your soggy plate of pasta if it’s already three-quarters devoured?
Asserting your right is important and it’s good to stand your ground, but you’ll want to do so in a way that’s polite and focused on finding a solution than simply competing about who’s right. And it should go without saying that it’s important to treat the staff, managers, and everyone else involved with politeness.
“But if an establishment seems uncaring or unwilling to address the matter, then I guess [it becomes] fair game,” says Cuenca.
“Hopefully, this won’t be the case because restaurants are supposed to be sincere in our purpose—which is to provide our customers with a great experience, while ensuring their safety.”
Also read:
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