How to Become TripAdvisor’s #1 Fake Restaurant

VICE

5 chapters6 takeaways10 key terms5 questions

Overview

This video chronicles a reporter's audacious experiment to become London's number one restaurant on TripAdvisor without actually having a restaurant. By creating a fake establishment called 'The Shed at Dulwich,' fabricating reviews, and crafting an elaborate online persona, the reporter highlights the susceptibility of online review systems to manipulation. The experiment escalates from a simple prank to a complex operation involving a fake menu, staged photos, and eventually, a real, albeit makeshift, dining experience for unsuspecting customers, revealing the power of perception and the desire for exclusivity in the digital age.

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Chapters

The reporter, Oobah Butler, conceived the idea to create a fake restaurant, 'The Shed at Dulwich,' to test the credibility of TripAdvisor's ranking system.
He drew inspiration from his past experience writing fake reviews for businesses, recognizing the significant impact such reviews could have.
The core concept was to leverage the perceived reality of online platforms against their actual substance, starting with his own living space as the 'restaurant' location.

This chapter sets the stage by explaining the motivation behind the experiment and how past experiences informed the strategy, highlighting the vulnerability of online review systems.

The reporter's own apartment, with its basic kitchen and bedroom, was designated as the site for the fictitious restaurant, 'The Shed at Dulwich.'

The strategy involved enlisting friends to write consistent, positive fake reviews, focusing on specific 'moods' rather than traditional dishes to create a unique selling proposition.
A dedicated website and a 'trap phone' were established to lend an air of legitimacy and manage inquiries.
Creative, abstract 'moods' like 'Love' (heart-attack-inducing meal) and 'Contemplation' (deconstructed stew) were invented, along with suggestive names for dishes, to build the restaurant's mystique.

This section details the crucial steps in fabricating the restaurant's online presence, demonstrating how consistent, creative storytelling can build a compelling, albeit false, brand identity.

Inventing 'moods' for the menu, such as 'Love' described as a meal designed to give you a heart attack, and 'Contemplation' served as a deconstructed beef tea.

The fake reviews and online presence gradually led to increased visibility and bookings, with the restaurant climbing TripAdvisor's rankings.
The 'mood-based' menu and the exclusivity of being appointment-only fueled demand, attracting attention from food bloggers, PR agencies, and even media outlets.
The reporter adopted a persona to handle inquiries, further solidifying the illusion of a real, in-demand establishment.

This illustrates the snowball effect of the fabricated online reputation, showing how perceived popularity can generate genuine interest and demand, even for a non-existent entity.

The Shed at Dulwich becoming fully booked for weeks, with people calling and emailing to secure reservations, despite the restaurant not existing.

As the restaurant's fake fame grew, the pressure mounted, leading to concerns about the experiment's ethical implications and potential dangers.
The reporter decided to host a real dining experience in his garden to fulfill the demand, transforming his backyard into a makeshift restaurant.
The event involved hiring actors, sourcing cheap food, and creating a sensory experience to mimic the online perception, including sound effects and staged interactions.

This chapter marks a critical turning point where the prank evolves into a real-world event, blurring the lines between fiction and reality and testing the limits of the experiment.

Transforming the reporter's garden into a dining space with tables, chairs, and even live chickens, while serving microwave lasagna dressed up as gourmet food.

The actual dining experience, despite its low-cost execution, received positive feedback from customers who were unaware of the deception.
The experiment culminated in The Shed at Dulwich reaching the #1 spot on TripAdvisor for London restaurants, outranking established establishments.
The reporter reflects on the experiment's success, highlighting how perception, storytelling, and the desire for exclusivity can override sensory experience and factual reality.

This concluding section summarizes the experiment's ultimate success and prompts reflection on the broader implications for trust in online reviews and the power of curated experiences.

Customers describing the experience as 'unique,' 'cool,' and 'something I had maybe when I was like a kid,' despite being served basic food in a garden setting.

Key takeaways

1Online review platforms can be easily manipulated through fabricated content and strategic marketing.
2The perception of exclusivity and a compelling narrative can drive demand more effectively than the actual quality of a product or service.
3Human psychology, particularly the desire for novelty and validation, plays a significant role in how we consume information and make decisions online.
4The experiment demonstrates that a strong brand identity and consistent messaging are powerful tools, even when based on falsehoods.
5The line between authenticity and artificiality in the digital age is increasingly blurred, challenging our ability to discern reality.
6The success of 'The Shed at Dulwich' suggests that a well-crafted illusion can sometimes be more appealing than reality.

Key terms

TripAdvisorFake ReviewsRestaurant RankingOnline Reputation ManagementBrand BuildingPerception vs. RealityDigital MarketingExperiential DiningSocial ProofGuerilla Marketing

Test your understanding

1How did the reporter leverage his past experiences to design the fake restaurant strategy?
2What specific tactics were used to make 'The Shed at Dulwich' appear legitimate and desirable on TripAdvisor?
3Why did the reporter decide to host a real dining event after successfully faking the restaurant's existence?
4What were the key elements of the 'mood-based' menu, and how did they contribute to the restaurant's mystique?
5What broader implications does the success of 'The Shed at Dulwich' have for consumers' trust in online reviews?