Memphis-based restaurant group Huey’s Restaurants has a great story to tell its customers. Since opening in 1970, the company has promised its guests satisfying burgers, a fun atmosphere where you can write on walls and shoot frill picks, a diverse and extensive beer list, as well as live blues music every week. With such a fun dining experience, the company has been able to harness social media to deepen loyalty and strengthen brand advocacy with its devoted clientele.
While social media has helped the company increase its audience reach, driving customer reviews had historically been a challenge. Shannon Little, Marketing and Events Coordinator says, “Since I focus a lot of my time engaging with our customers through social media, in-store communications, media relations, advertising and more, I have to be extremely efficient with any other task on my plate. Prior to Revinate, I responded to reviews that came in on a daily basis, but had to painstakingly visit over a half dozen review sites to do so. I realized the importance of our responses, but it was absorbing far too much of my time.”
Before Huey’s turned to Revinate, Little spent at least one to two hours a day scanning the web for any new reviews about the restaurants. Now, with all of the reviews accessible in one place within Revinate, Little spends just minutes each day handing this feedback. “Revinate has truly streamlined the online reputation management part of my day. By using Revinate’s real-time alerts feature, I can focus all of my attention on my other time-consuming marketing priorities while still remaining attentive to customer feedback.
This responsive approach to online reputation management is paying major dividends for Huey’s. In 2013, all seven restaurants in the portfolio responded to at least least three out of every five reviews that are posted. Several of Huey’s locations are responding to well over 80% of reviews that they receive. Across the board, these numbers are substantially higher than the response rates for 2012.
By publicly responding to these online reviews and making operational changes based on customer feedback, the restaurants have seen drastic improvements to their overall online review rating scores. For example, Huey’s Collierville has seen an 8% improvement in its overall average review rating in 2013. Similarly, Huey’s Southaven and Huey’s Memphis Downtown have seen their online review rating scores improve this year. Additionally, both Huey’s Cordova and Huey’s Southwind, as of September 2013, have already outpaced the number of reviews that they received in 2012. Little believes these results are partially due to ensuring that every review gets a response and every customer feels like they are heard.
Using Revinate’s workflow features, Little is able to keep open communication lines with each of the restaurants and is able to send feedback on reviews on a consistent basis. Little adds, “Our management team is very receptive to the Revinate guest feedback reports I share. Each manager is able to celebrate the positive mentions with his/her staff while taking action on the negatives. Guests were always talking about us online, but now we can acknowledge it transparently in the same way that we do in the stores.” Already seeing significant improvements to its online reputation, Huey’s Restaurants looks forward to continuing this positive momentum by continuing to use the feedback it receives to better the overall dining experience.