Quantifying Yelp's Impact on the Restaurant Industry
A recent Harvard Business School study by Michael Luca shed light on the impact of Yelp on restaurants, both individual independent restaurants and members of a chain. Yelp.com has been one of several sites helping to revolutionize not just the restaurant review industry but the restaurant industry as a whole, because it covers far more restaurants than any written publication can. For example, while, as of 2009, in Seattle, about 5% of all restaurants were listed in the Seattle Times, approximately 70% of all restaurants were listed on Yelp.
Luca studied the effects of Yelp ratings on the revenue of restaurants and discovered several interesting findings. Studying the relationships of restaurants' revenues to their Yelp reviews in Seattle over a period from 2003 to 2009, he found a significant relationship between a restaurant’s average rating and revenue. One star’s worth of improvement on Yelp leads, he found, on average to an increase of between 5 and 9 percent in revenue. The average rating is more important than the review, as many Yelp users are overwhelmed by the sheer number of reviews on manyrestaurantpages and find it easier to consult the star rating. Luca also found two features which exacerbate the effect on revenue Yelp has. First, the more reviews a restaurant has, the more impact an increase in its Yelp rating will have on its revenue. Second, the more reviews by Yelp “elite” members, the more impact; “elite” reviews have almost twice as much impact as other reviews.
However, Luca found a far different picture regarding chain restaurants. Chain restaurants are those with multiple locations and common menu items and account for $125 billion of revenue each year, over half of all restaurant spending in the U.S. Unlike independent restaurants, chains showed no relationship between Yelp rating and revenue. Luca theorizes that because the main advantage of these chains over independent restaurants is greater knowledge of what the consumer will receive as well as consistent food and service between locations, the increased knowledge that Yelp provides doesn't impact consumers interest in these restaurants.
Building on these two pieces of knowledge, Luca predicted and confirmed through his research that as Yelp becomes more prevalent in a market, interest in independent restaurants increases, relative to chains. This may indicate that consumers, with the help of more restaurant reviews, are able to close the information divide and find restaurants they prefer more than chains. This may then require chain restaurants to bear down and improve their quality if they want to prevent customers from leaving in droves in the future.
To see the full report by Mr. Luca, click here
Ziebart International Corporation Opens Newest Franchise on the West Coast in Spokane, Washington - Demand for High-Tech Vehicle Care Grows
“We are very excited about this new West Coast Ziebart store and just as excited about the increase in requests for franchise applications this year,” said Daniel C. Baker, President of Ziebart Corporation, headquartered in Troy, Michigan.
One Franchisees Story - Bill Higgins Journey From the Telecom Industry to HOODZ Franchise Owner
HOODZ offers numerous commercial kitchen cleaning services, and has established the largest oven cleaning service network in the country. While Bill’s background may not have been directly related, he appreciated the tight knit owner network offered by HOODZ and the sticky nature of the business model. In Bill’s own words, “Your customers are yours to lose.” As a new business owner, Bill also valued the guidance and structure associated with the franchise system. The model for success is available, all you have to do is execute. In October of 2015, he launched his location in central Indiana.
Franchises and Business Opportunities – Understanding the Difference
For entrepreneurs seeking to hit the ground running with a new business venture, there are two main categories of opportunities out there that allow them to benefit from the experience, assets and reputation of existing business concepts. These are: (i) the franchise, and (ii) the “business opportunity”.