YELP: As a big “foodie”, I always try and find the most praised or secluded restaurants. I try to go to at least three different restaurants every week, since I hate cooking and love trying something different. Yelp is an awesome help to me. Not only can they give me a heads up on the restaurants near by, Yelp describes restaurants in full detail so you can find your perfect experience. Yelp conveys information by having every tab on ANY restaurant you can imagine. They every location, general price of the dishes, the quality of the food, and the quality of the service. On the right side of each page, it even tells the reader if the restaurant has a TV, accepts Apple Pay, has a patio, and much more. The best part is, it’s not one person being the critic of all of these restaurants. The reviews and evaluations all come from individuals that experienced the restaurant first hand.
HOW THEY DRAW IN THEIR TARGET: The purpose of Yelp is to guide individuals to the dining experience they’re in the mood for, regardless of the occasion. Their target audience is individuals that are comfortable with using and trusting this technology,. Also, they are open to finding new or quickly found dining experiences that fit their preference for that time period. They target audiences as young as teenagers going on a first date to a family of six trying to grab a quick bite. Yelp has also grown insanely credible. When looking up reviews on a restaurant, you can expect Yelp to be at the top of that search. That being said, I can say with certainty that restaurants are a shadow audience. They use the reviews not only to compete by seeing how the neighboring restaurant’s performance has been, but to see what people are saying about their restaurant as well. My boss checks the Rio’s Yelp reviews multiple times a week, because restaurants are stakeholders to the reviews- making owners very attentive.
HOW THEY SUCCEED: When one clicks on the Yelp link to the certain restaurant, it comes up immediately with the general price range, it’s rating out of five, and pictures of the restaurant in order to depict a “vibe” or setting that the restaurant has. This scan of information can happen in less than five seconds. Since there are so many restaurants that Yelp reviews, with a large portion of their audience in a hurry to find a bite, they keep what the audience is looking for to the point and easily accessible. If the reader is interested in a restaurant and chooses to read further, they can click to read more in order to see the full menu, more pictures, and specific descriptions about the restaurant. The pictures provided are usually by fellow users of Yelp, so the pictures aren’t glorified to make the food look more glamorous than it is. Even with the varying opinions from consumer to consumer, I can confidently say that every restaurant rings somewhat true to what it’s depicted as on Yelp. Yelp doesn’t favor or exclude comments towards certain restaurants; they let individuals express their opinions and respect honest experiences. I think that is most important to Yelp’s audience. They want the full truth! They don’t want to waste their time in a restaurant that advertises themselves in a certain light then not deliver. Yelp doesn’t only run on honesty, but they also run on convenience. Users are able to enable their location settings to be accessible by Yelp. With Yelp being aware of where on the map someone is, they can give an accurate distance in miles that separate that person from the restaurant searched. Yelp is as simple as letting the user take over and it turned out to be a huge success. Nothing is more credible and convenient than relatable consumers reviewing the exact factors you look for in a dining experience.