WIN THE
TOURISM GAME
The Practical Guide on How to Attract,
Impress, and Keep Guests Coming Back.
Filipino Restauranteurs:
I’m Jon Bryan, founder of instorereviews.com.
For over 30 years, I’ve worked behind the scenes
developing tech and solving problems for
restaurants. I have helped franchise owners for
Pizza Hut, Subway, and Applebee’s as well as
dozens of independent operators trying to find their
own path to success.
Over the last decade, I’ve traveled across the
Philippines to destinations like Panglao, Moalboal,
Manila, Cebu, Dumaguete, Guimaras, Iloilo,
Camiguin, and other tourist destinations. I have
made friends with resort and restaurant owners. I
have observed their wins and losses. I have seen
why some restaurants grow while others struggle.
This book is a collection of what I’ve learned:
simple, actionable ways Filipino restaurants can
attract more tourists, earn more 5-star reviews,
and win the foreigner restaurant challenge.
I’m excited to share my experience with you. I love
helping small businesses survive and thrive. Your
restaurant deserves to be on every traveler’s
“must-try” list.
About the Author.
Jon Bryan
Running a restaurant in the Philippines isn’t just
about great food; it’s about creating moments that
travelers remember and locals return for. Guests
arrive with high standards, with the ability to
influence hundreds of future diners with one photo or
review. I want to help you capitalize on that.
I wrote Win the Tourism Game as a practical
playbook. Real tools, ideas, and examples gathered
from years of working side by side with restaurateurs
across the islands and world. It’s designed to get
results, from day one. You’ll find step-by-step
strategies you can apply right now, even on a limited
budget.
This book isn’t theory. It’s what actually works in
Filipino restaurants, from beachside grills to city
cafés. The goal is simple: to make your restaurant
the one tourists recommend and locals brag about.
So read, apply, and adapt. Make these ideas your
own.
Because in tourism, every smile, every plate, and
every review counts. With the right system, you can
win the game.
Introduction
JON BRY A N - WIN THE TOU R ISM GAM E
The Atmosphere
This is where first impressions are made. Make it
pleasing and memorable, a “signature look” if you will.
Beyond that, add curb appeal. Catch the guests’
attention and connect to them as they drive or walk by.
Whether you are on a budget, or with a big branding
budget, you can make it happen.
THE MOP IS M I G H T I E R
THAN T H E M A R K E T I N G
BUDGET
Curb appeal isn’t just visual. Soft music, the sound
of laughter, the aroma of grilling, or the glow of
lighting after dark, all of these create atmosphere
before the first word is spoken.
Even on a small budget, small touches count: solar
walkway lights, potted plants, hanging flags, or a
repainted fence can lift perception from average
to inviting
Good lighting multiplies visibility. A warm, evenly lit
exterior not only draws attention but makes guests
feel safer and more welcome, especially at night
or during rain.
Curb appeal
Your first opportunity to win the guest is outside.
What do they hear when they walk by? What do they
see? I have seen places that fly various international
flags. Great idea. A clear signal to tourists you are there
for them.
Keeps grounds clean
Have well maintained walkways and sidewalks.
Have a lit LED “OPEN” sign.
If you have neighboring properties that are trashy, or
poorly maintained, erect a fence
Have a prominent, well lit sign, perpendicular rather
than parallel to walkways and the road.
THERE’S NO F L AVOR
ST R O N G ENOUGH TO
HIDE DIRT
JON BRY A N - WIN THE TOU R ISM GAM E
BEFORE GUESTS TAST E
YO U R FOOD, T H E Y TAST E
YO U R V I B E
💀
Avoid at all
costs
Staff preparing dried fish for their lunch
Dirty Comfort Rooms
Filipino Rap or talk shows
Cleaning tables or anything in the dining room with a
dirty cloth
Tables, chairs, and floors should remain spotless at
all times.
Menus should wiped regularly, never be sticky or
faded.
Tables need cleaned immediately when the guest
leaves
Cleaning cloths should be strategically placed,
available, clean, and kept in mild bleach and soap
solution
Comfort Rooms should smell fresh and be clean.
Comfort Rooms should have prominent signage and
be easy to locate.
Check forks, spoons, and glasses for water stains
Cleanliness
JON BRY A N - WIN THE TOU R ISM GAM E
If you’re a casual restaurant in a resort area,
tarpaulin prints are a low-cost, high-impact tool for
showcasing weekly events and specials. Think of them
as your in-house “movie posters,” building excitement
and anticipation. Done right, your walls can quietly
advertise and remind guests why they should return.
Advertise Events
Interior Design
This is where you build on your curb appeal—by
making it pleasing, memorable, and uniquely yours.
Create a signature look guests will recognize instantly.
Whether you’re working with a tight budget or a full
branding plan, it’s entirely achievable.
AMBIENCE IS T H E
APPETIZER G U ESTS
NEVER O R D E R
BUT A LWAYS REMEMBER
JON BRY A N - WIN THE TOU R ISM GAM E
Every tourist wants to know what’s nearby, and they
love talking about the places they’ve visited. A visible
map becomes a natural conversation starter, turning
small talk into shared experiences and laughter. When
guests can visualize the destinations they’re discussing,
it deepens the connection. Everyone has stories and
questions, your map helps bring them out.
Display Maps
MAPS DON’T JUST
GUIDE T RAVELERS.
THEY G U I D E
CONVERSAT I O N S
JON BRY A N - WIN THE TOU R ISM GAM E
For a slightly higher price, have posters printed on
poster boards. Easy to exchange and keep fresh
content on your walls.
Hang posters from two points, a little more work to
get them perfect the first time, but easier to hang
straight every time if you are rotating content.
Rotate posters frequently. Keep the offers fresh.
Keep lighting in mind. A simple spotlight or warm
LED strip above your posters can increase visibility
by up to 50%.
💡
Pro Tips
Got foot traffic? Set up a screen or poster outside
and update it daily — show something that makes
people stop, smile, and walk in.
Have theme nights. Sports, Rolling Stones night,
Classic Rock, 90's Night, etc with music videos.
A R E STAU RA N T ’ S S O U N D
SHOULD F E E L L I K E A N
INVITATI O N , N OT A N
INTERRU PT I O N
JON BRY A N - WIN THE TOU R ISM GAM E
Use Canva (free), choose presentation. Save it as
video and store on flash drive.
Screen shot the weather from Google daily. Just
search weather, screenshot the graphic at the top.
When you need images, go to pexels.com. Great
photos, and free.
Create folder in chrome bookmarks, name it
“Conversion Rates”. Book mark each rate in this
folder. When updating, right click, select <open
all>. They will all open at once.
Use the hide screens function in Canva for screens
you don’t want to see. Later, when the promo or
event applies again, just unhide. They will all be
there for you and easy to access.
Buy a simple media player to connect to your TV
that supports looping if your TV does not. This is an
example of one on shopee.
For the tech savvy... post your presentation to
youtube, play full screen from there and post that
daily to your social media channels!
🔪
Tech Hacks:
Spotify Premium is only 169php monthly. No
commercials
Buy a cheap phone, dedicate to music, run off of wifi.
No Sim needed. Restrict access with password. This
gives you control over music
JON BRY A N - WIN THE TOU R ISM GAM E
💀
Avoid at all cost
Staff that finds their music and video choices more
important than their guests’.
Playing staff choice music when there is no one.
there. The idea is to have an inviting environment,
to bring guests in, not to create one after the
guests walk in.
A R E STAU RA N T ’ S S O U N D
SHOULD F E E L L I K E A N
INVITATI O N , N OT A N
INTERRU PT I O N
JON BRY A N - WIN THE TOU R ISM GAM E
The Power of On-Premise Video Advertising
For tourist restaurants in the Philippines, on-premise
video displays turn waiting time into marketing time.
Short loops showing daily specials, local attractions,
exchange rates, or upcoming events catch travelers’ eyes
and build trust fast. A well-placed screen can turn
passersby into diners and diners into repeat guests-
bringing the warmth, color, and excitement of the
Philippines to life in every frame.
Studies show that 80% of people recall a video
they’ve seen in a restaurant, and over half say it
influenced their purchasing decision. In tourism-driven
areas that visual impact translates directly into higher
walk-ins, longer stays, and stronger word-of-mouth—
making video one of the most cost-effective tools for in-
house promotion.
Do you want a copy of this template to help get you started?
Send me an email. jon@instorereviews.com
Sample Video
JON BRY A N - WIN THE TOU R ISM GAM E
Daily Specials
Happy Hour Specials
Weather
Nearby attractions
Exchange rates
Event Calendar
Recent Positive Reviews
Bundle Offers
Upcoming Event Teasers
Specialty Dishes
Everything is more fun in the Philippines
Regular guests Birthdays/Anniversaries, etc.
Content Suggestions
Keep music soft, clear, and friendly. Guests should
never need to raise their voice to talk.
Choose international or acoustic playlists. Avoid
Radio, talk shows, news, or heavy bass.
Adjust volume during the day — softer for lunch,
livelier for evenings.
Update playlists monthly so it doesn’t feel repetitive.
Beach vibe
→
light reggae or chill house
Casual dining
→
soft pop or jazz
Fine dining
→
instrumental or classic
Vary selections to fit your clientele, not the staffs
preferences
Music:
Match the music to your theme:
JON BRY A N - WIN THE TOU R ISM GAM E
JON BRY A N - WIN THE TOU R ISM GAM E
The Greeting:
Almost every foreign guest that arrives is hot and
thirsty. Most are not used to the tropical climate, so your
first opportunity starts the moment they walk in. They
expect to be greeted, and offered drinks when they sit
down. This should happen within 30 seconds, and no
longer than 1 minute.
Servers will feel more confident and be more willing
to greet guests if they know what to say.
💡
Pro Tip
Have staff memorize these greetings. Quiz them
often. If they can’t deliver these naturally, they’re
not ready to serve.
“Good afternoon! Can I bring you some water, or
something else to drink? We have ice-cold beer.”
“Here’s our menu. We also have some great
appetizers. Our [best-selling appetizer] is very popular
and only ₱100. Would you like to try one while you look
at the menu?”
“Are you ready to order, or should I come back in a
few minutes?”
Three steps every server should memorize:
The greeting:
The Offering:
The ask:
💡
Pro Tips
💀
Avoid at all cost
Staff that is too shy to engage guests.
Employees that find their phone more interesting
than their job and guests
Staff who are not willing to follow standards for
greeting
GUESTS S H O U L D N ’ T
HAVE TO WAV E L I K E
THEY’RE HAILING A TAX I
TO G E T N OT I C E D
JON BRY A N - WIN THE TOU R ISM GAM E
JON BRY A N - WIN THE TOU R ISM GAM E
Guest Monitoring:
Great service isn’t just about smiling - it’s about
noticing needs before guests ask. The guest always
comes first.
Best Practices
Always keep eyes moving. Staff should scan the
dining area constantly.
Every trip to a table is a chance to serve others,
saving steps and time. Keep scanning the dining area
for service signals from guests coming and going.
Watch for small signals:
A guest looking around means they need
something
An empty glass or plate means they might want
to order more
A credit card or wallet on the table means
they’re ready to pay
Check that tables are never left empty or dirty for
too long.
Respond fast, don’t allow others to distract you. The
guest always comes first.
Observe. If guest is finishing their drink, approach
them and ask “Can I get you another?”
If they have finished their meal, don’t let them sit
with dirty plates and utensils. Ask them, “May I take
this for you?” “Are we having dessert today?”
JON BRY A N - WIN THE TOU R ISM GAM E
💡
Pro Tips
60-second sweep: Have server scan dining area
every 60–90 seconds; make eye contact and nod to
acknowledge guests even if you’re busy.
Full hands, always: Never walk empty-handed.
Clear, refill, or deliver something on every pass.
2–3 minute check-back: After food/drinks land,
return within 2–3 minutes (or two bites/sips) with a
purpose: “How’s the spice? Need extra napkins?”
Micro-signals to act: Empty glasses = offer refill;
closed menus = they’re ready; card on table = bring
the check.
Clear tables on the move: Remove empties and wipe
edges on each pass.
Exit sweep habit: Before leaving any table, glance
left/right to catch a raised hand or empty glass
nearby.
Park—not hover: Observe from 10–12 feet; step in
quickly, then step out. Guests feel watched over, not
watched.
After visiting a table, return once more: “All set now?
Anything else before I step away?”
Service is not just delivering food, it’s how you make
guests feel while they’re with you. Everyone that walks
through the door should feel like they are a VIP guest.
Everything rotates around them when they dine with
you.
Polite, fast, and caring service helps guests relax,
stay longer, and tell others about your restaurant. Every
action, even small ones, communicates your
professionalism.
Ensure servers are trained on this. If they are helping
a guest, that task comes before all else. I have seen this
many times. Someone walks in with a question, could be
supplier, staff or even another customer. They delay the
guest task, and give attention to the new one. Staff
needs to be trained to say “A moment please, I am
helping another guest.”
JON BRY A N - WIN THE TOU R ISM GAM E
The Service
Always check:
Salt and pepper shakers are full and clean.
Ingredients are not damp/clumpy and unusable.
Ketchup, hot sauce, and soy bottles are wiped and
not greasy.
Tissue boxes or napkins are fresh and neat.
Condiments
Condiments that are sticky, half-empty, or dirty
immediately give the wrong impression.
Guests expect quick help if they need something extra.
Drinks should arrive within 3 minutes of ordering.
Follow up “Is everything ok” within 5 minutes of
entrée service.
Empty glasses or finished plates should never sit too
long.
Stay alert and scan dining area constantly.
Your job is to be always be ready. Ready for service
to your guest.
JON BRY A N - WIN THE TOU R ISM GAM E
Utensils
Utensils show how clean your restaurant really is.
Even if food tastes great, dirty or spotted spoons can
ruin the experience. Always deliver utensils and
condiments BEFORE the food is served.
Serving Speed & Awareness
Checklist:
No water spots, fingerprints, or stains.
Always handle by the handle — never touch the
eating end.
Forks and spoons should match.
Place utensils before food arrives.
Replace dropped utensils immediately and
discreetly.
Hold a “shine check” under good light before setting
tables, anything dull or spotted gets cleaned.
PHONES D O N ’ T T I P
PEO P L E D O
The “table touch” means checking on guests politely
while they eat. It’s one of the most powerful moments
to make sure they enjoy their experience.
Approach with a smile and ask a positive question:
“How’s everything tasting so far?”
“Can I get you anything else?”
Use the feedback:
If the guest looks unsure, fix the issue immediately.
If they’re happy, say:
“Thank you! I’ll let the kitchen know you enjoyed it!”
That shows teamwork and genuine care.
Managers or owners should make a few Table
Touches per night. More is better.
Guests love when the owner takes a moment to
check in - it builds loyalty and personal connection.
Mistakes happen. What matters is how fast you fix
them.
If an order is wrong or delayed:
Apologize sincerely.
Fix it immediately - no arguing.
Offer a small gesture if needed (like a free drink or
small dessert).
JON BRY A N - WIN THE TOU R ISM GAM E
The Table Touch
Great service also depends on teamwork.
Waiters, kitchen staff, and cashiers must
communicate clearly.
Use short, polite callouts - not shouting across the
room.
“Order up!” (for ready plates)
“Refill needed table 3.”
Keep noise professional and positive.
Don’t talk across the dining room, engage people
close enough to talk in a soft voice.
YO U CA N ’ T U N D O A
MISTA K E
BU T YO U CA N O U TS H I N E
IT
Teamwork
JON BRY A N - WIN THE TOU R ISM GAM E
JON BRY A N - WIN THE TOU R ISM GAM E
The Menu: Star of the Show
A well-designed menu helps guests decide faster,
spend more, and feel confident about what they order.
The key is clarity, consistency, and confidence.
Product Consistency
Very Important! Maintaining consistency between
cooks, shifts and staff can be difficult. Offer proper
training. Use clear recipes with scale versus volume
measurements. Only have menu items that you can find
consistent ingredients that are readily available.
Regularly sample prepared dishes.
Too many choices make guests unsure, and are
harder to maintain fresh stock for.
Focus on consistency & quality, not quantity.
Rotate seasonal specials instead of adding new
pages.
Rotate slow sellers off the menu every regularly.
“Every dish on the menu should earn its space.”
Consider an Appetizer/Finger Food/Bar Food Menu.
Consider adding a Filipino Value Menu.
Menu Size
JON BRY A N - WIN THE TOU R ISM GAM E
Use clear English descriptions: “Pork Adobo - slow-
braised pork in soy and vinegar sauce.”
Include one or two safe choices for picky tourists
(like burgers, pasta, or grilled chicken)
Use photos only for your best sellers - too many
pictures can make menus look cheap.
You might offer international variety, easy to
prepare consistent menu items tourists connect
with
Example for Casual/Fast food:
Bratwurst
Fish & Chips
Burgers and Fries
Pasta Dish
Chicken Curry
Pancit
Ask your servers: “What are our top three sellers?”
If they don’t know, your menu needs focus and
training
Have Entrée descriptions & Training for Servers.
Make it fun. Randomly ask them to describe a
dish. If exceptional, give them a free drink chip
Quiz Servers on menu items and ingredients. Have
ready answers for guests and build server
confidence. “Are your fries fresh or frozen?”
💡
Pro Tips
PHOTOS A R E L I K E
SEAS O N I N G
THEY S P I C E U P T H E
OFFERING
JON BRY A N - WIN THE TOU R ISM GAM E
Events
Promotions are one of the easiest ways to attract
guests on slow days and build repeat business.
When done right and promoted consistently, even one
good theme night can double sales on your quietest day.
Best Practices
Choose a night that’s normally slow. (like Tuesday or
Thursday)
Keep it consistent, same day, same time, every week.
Promote it in advance on Facebook, signage, and
with table posters.
Collect photos and short videos for social media.
Tourists love sharing these experiences.
Promote, promote, promote!
Combine food special with activity.
Ideas:
Dart Night
Ladies Night
Karaoke Night
Tuesday Tacos
Live Music
Happy Hour & Sliders
Happy Hour & Pizza by the Slice
Music
Live
Live
Fridays
8:00 am - 2:00 pm
JON BRY A N - WIN THE TOU R ISM GAM E
This is how it’s done with In Store Reviews
Load and save events, re-use at will.
Customer scans table QR.
You digital table-side attendant goes to work.
Watch your base grow!
A G O O D E V E N T SE L LS
OU T T HE BA R . A GR E AT
ON E S E L LS OU T T HE
NE XT WE E K .
ISR TECH TIP
Even great food and friendly service can go unnoticed if
you do not have google maps ranking. The real
challenge is turning a simple request into a natural part
of service.
For many Filipino restaurants, asking for reviews can
feel awkward, and for good reason. Actually getting
that review, rather than a promise that walks out the
door is the second hurdle. Then if you are fortunate,
they already know where and how to leave a review, if
not, yet another hurdle. I have some tips.
Servers don’t want to sound pushy, and guests often
hesitate when caught off guard. Worst yet, the dreaded
“How do I do that”, or “I can’t find you.”
The key: Rehearse “the ask.” Train your team to
sound relaxed, friendly, and confident.
Examples:
“Can I ask a favor? Would you please leave a
review for us? We would be grateful”
“May I ask for a moment of your time to leave us
a review?”
Getting Reviews
YO U R W I - F I I S F R E E ,
BU T THEIR R E V I E W I S
PRICELES S
JON BRY A N - WIN THE TOU R ISM GAM E
Prepare review links. Create short, easy-to-type
links or QR codes that go directly to your review
profile pages.
Use visible reminders. Add a small message on table
tents, receipts, or bill folders - “Loved your meal?
Leave us a quick review!”
Incentivize staff. Offer small rewards for reviews
that mention a server’s name. Recognition builds
consistency.
Train for timing. Ask only when guests are clearly
satisfied and relaxed - right after a positive
comment or while closing the bill.
Make it personal. Guests respond better when the
invitation feels warm and human, not mechanical.
Avoid pressure. Keep it friendly and optional - never
insist.
Track and celebrate progress. Review counts can
become part of weekly meetings, giving staff a sense
of shared achievement.
Maintain your profiles. Regularly add content,
keeping it fresh. A simple picture weekly to Google
Maps too. Google loves profile maintenance and
updates.
WAITING F O R A
PRO M I S E D R E V I E W I S
ALMOST AS E XC I T I N G AS
WATC H I N G PA I N T D RY
✅
BEST PRACTICES
JON BRY A N - WIN THE TOU R ISM GAM E
ISR TECH TIP
We remove the awkwardness of the ask, making it
easy for you, your staff and most importantly your
guest. Better yet, we help drive reviews on the harder
platforms such as TripAdvisor, Yelp, and Facebook.
Imagine. This is all your staff has to learn:
Can you answer one simple question for us? Just scan
the QR, it is easy”
A P RO M I S ED R EVI E W
HAS A S H E L F L I F E O F 30
SEC O N D S
JON BRY A N - WIN THE TOU R ISM GAM E
No more explaining “how to” or “where do I go”.
Servers can ask for the review knowing it is easy, and
they will not have to explain further.
Select the platforms you need exposure or help on.
Driving reviews on Yelp and TripAdvisor can be a real
challenge. With our system, you can drive your traffic
straight to any platform you choose. Change platforms
in seconds.
Remove the awkwardness of the ask, when staff
knows how easy it is, the ask gets easier too. Knowing
they will not be asked how or where to leave a review
removes the fear of having to explain when English or
time is limited as well.
Guests will also scan your QR passively. We display
and link quality content. Information like the menu,
specials, upcoming events, or even accessing the Wi-Fi
password. One easy tap, they land on your profile
review page.
Easy for the staff
Easy For the Guest
Easy For You
Get passive scans too
JON BRY A N - WIN THE TOU R ISM GAM E
If they do tap “No,” to the one simple question, we
instantly send you an alert on your phone, with table #,
so you can approach the guest, and resolve issues,
converting them into a happy returning guest. Read on,
I have a whole chapter on negative reviews.
Too many times, the thought is that Google reviews
are all you need. While definitely a priority, this will
not get you top rankings all the time. Google knows
everything, all user engagements, and gets its ranking
signals from across the web.
A word about consistency. two thousand reviews
and a five star rating means next to nothing if you have
one review in the past two months. You just told
Google that people no longer find you relevant, and
relevance is what Google sells. They do not direct
traffic to sites that are not relevant today.
Over time, our system builds strong, balanced
visibility across all major review sites, boosting your
ranking and visibility everywhere on the internet.
Did you get a negative review?
Do I need more than Google Reivews to rank higher?
A word about consistency
JON BRY A N - WIN THE TOU R ISM GAM E
Almost every foreign guest will ask, “Do you have
Wi-Fi?”
They’re hot, tired, and want to connect — to share
photos, check maps, or post about their meal. Rather
than waiting for a slip of paper with the WiFi password
from the server, increasing their workload, they see it
on you table stand, scan it and have instant access.
You have also exposed them to the “Money Page”
features. Events, specials and an easy way to leave
reviews.
This simple service is one of your best chances to
create a positive, professional first impression and
start engagement with your brand.
Be sure you have good coverage within your
establishment.
Rotate Passwords, usually monthly.
Keep passwords simple, market with them! Examples:
bestburgers
tryoursteak
happyhour4to6pm
WiFI: The Silent Service
JON BRY A N - WIN THE TOU R ISM GAM E
ISR TECH TIP
Have passwords available through our Money Page.
Super simple, gives the guest instant access to wifi.
Easily change and rotate passwords in seconds.
WiFi Access
Network Name (SSID)
Password
TheGrillWifi
DineAtGrill
SU P E R S I M P L E , G I V E S
THE G U E ST I N STA N T
AC C ESS TO W I F I .
JON BRY A N - WIN THE TOU R ISM GAM E
No matter how great your service, mistakes happen,
and in today’s connected world, one bad experience can
spread faster than ten good ones. A single negative
review can scare off new guests, damage rankings, wreck
morale, and undo weeks of great work.
I’m going to reveal the real cost of one negative
review - you might be shocked. In this industry, reputation
is everything. It reaches way beyond the financial and
reputation aspect into staff moral, managers motivation
and even into owner mindset, setting you up for the next
negative review.
When you understand the broader impact, you will be
better equipped to mitigate some of these damages.
Finally, there is the good news:
At the end of this chapter, you will see every
restaurateurs dream, how to be alerted, with table
number the instant someone leaves a negative review.
Having the opportunity to right a wrong. Targeted
decisions and training for staff. When handled right, a
negative review can strengthen your reputation
instead of weakening it.
Negative Reviews
JON BRY A N - WIN THE TOU R ISM GAM E
It is not the one review, nor the impact impact of
losing that one customer. It is the reach far beyond that
one guest. Let’s take a look. That person tells 9-15
others. They would have brought a friend or two. It’s the
ripple, the negative buzz that is costing you, not the
single guest. We do the math at the end of this section.
Take a look, you might be surprised.
The cost of one negative review
The negative buzz
So, when that one guest leaves your establishment
with a level of dissatisfaction that reaches a point of
actually leaving a negative review, they tell 9-15 of
their friends and coworkers. Those that the guest shared
with would have brought a friend or two with them. So
on the low end, we are talking about 10 potential
guests, bringing a companion, now 19 guests.
YO U CA N ’ T FIX W H AT
YO U D O N ’ T MEASU R E
Your rankings will take a dip on Google Maps. A
restaurant’s position in Google’s local search results has
an enormous effect on how many potential customers
discover it.
Ranking
JON BRY A N - WIN THE TOU R ISM GAM E
Offer to continue the conversation privately.
“Please message or call us directly, we’d love the chance
to make this right.” This approach turns confrontation
into conversation. Don’t include personal information.
That violates the terms and conditions of Google, and
might get your comment removed.
How when and what we say when we respond is
critical. By default, you should be getting alerts when
you get negative reviews via email.
Respond Fast and Stay Professional
Acknowledge and Apologize
Even if you feel the guest exaggerated, never argue. A
simple, honest apology goes further than excuses.
Example public review response: “Thank you for your
feedback, we’re truly sorry your experience wasn’t what
we aim for.”
Take It Offline
YO U CA N ’ T FIX W H AT
YO U D O N ’ T MEASU R E
JON BRY A N - WIN THE TOU R ISM GAM E
Firstly, give it time. Reach an objective, calm state of
mind. The goal is to improve in areas that might be
lacking. If you don’t know where the bad review came
from, calling all staff and encouraging them to correct a
mistake that only 1 person made is probably not a good
idea.
So, unless you have the In Store Reviews app
subscription, you are shooting in the dark. You have no
idea of the time, section, or table. So it is time for some
detective work.
Time is money, so first validate you actually have a
problem. One “slow service” review could just be a
guest expecting fast-food speed in a fine-dining setting.
That’s not a service failure, that’s misaligned guest
expectations. Now, if you have 3, in a short period of
time, that is a different story.
But what to do? Have the “all call” and be sure
everyone feels the pain? Maybe, but I think there is a
better way.
Reacting has to be strategic with staff. If you tank
your staffs morale, you just set yourself up for poor
service with attitude, leading to yet another negative
review.
Take corrective action
Investigate
JON BRY A N - WIN THE TOU R ISM GAM E
So, here are some practical tips to possibly help
narrow down the source of the issue:
Look at the dates.
Any new staff during that time period?
Any staff with known personal problems?
What about life events?
Starting there, if you have an idea of a possible
source, rather than having “the talk”, observe their
performance, and correct current issues as they arise.
It may not be that individual.
Or, that personal problem in their life may have
been resolved. Without any firm data, it is just not
worth going back in my opinion, unless this is not the
first time you narrowed it down to a specific individual.
What if you can’t narrow it down? Albeit time
consuming, I suggest auditing CCTV footage general
service data points during your best guess time that
the negative review occurred. Here is the strategy.
Measure
JON BRY A N - WIN THE TOU R ISM GAM E
Measure critical data points across servers, at the
same level of restaurant volume. Make a spreadsheet,
or download my sample and fill in the blanks.
Measure:
Time to greeting
Time to beverage service
Time to order point
Time to order delivery
Time to table touch
You can’t fix what you don’t measure. These
measurements should tell you whether you have a
problem today. Time consuming, yes. Check the ISR
Tech Tips to see how we reduce that to nearly zero.
Deduce the real problem. Front of house? Back of
house? Maybe a process or service flow issue? Maybe
management? Was the server redirected to another
task, less pressing, that detracted from the deficient
time? Dig. Things are not always as they seem at first
glance.
Evaluate
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Personally, I would have a meeting after gathering
these results. Announce you have conducted a service
audit. Post the general results without names. “as a
whole, I want to say... however, yep, we have a few
areas to work on as well, but overall, ...”
You’ll be surprised how much improvement happens
just from awareness. When servers know their times are
being watched, they naturally start performing better.
Have a brief one on one with each server. Give praise
for the times within your targets, and ask for
improvement in areas that are deficient.
Respond Tactfully
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When You Can Request Removal. You may have a
legitimate case for removal when the review:
Was posted by someone who never visited your
restaurant.
Contains hate speech, profanity, or personal attacks.
Reveals private information like names, photos, or
phone numbers.
Comes from a competitor or ex-employee.
Includes irrelevant content (politics, religion, or
unrelated rants).
Is spam or a duplicated post.
Negative review Removal
How to Report on Each Platform
Google
1.Go to your Google Business Profile
→
Reviews.
2.Click the three dots
→
Flag as inappropriate.
3.Select your reason (spam, conflict of interest, off-
topic, etc.).
4.If nothing happens after a week, go to Google
Business Support
→
Contact Us.
5.Attach proof: CCTV timestamps, receipts, or
reservation logs.
JON BRY A N - WIN THE TOU R ISM GAM E
Facebook
1.Go to the review
→
click ••• (three dots)
→
Find
support or report recommendation.
2.Choose “Spam,” “False Information,” or “Not
relevant.”
3.If ignored, open Meta Business Suite
→
Help
→
Chat
with Support.
TripAdvisor
1.Log in
→
go to Manage Your Listing
→
Reviews.
2.Find the post
→
Report a Problem with This Review.
3.Choose the reason (“Not firsthand experience,”
“Fraudulent,” or “Personal Attack”).
4.Include evidence — “no record of this guest,” “no
matching order,” etc.
Yelp
1.Log in
→
Flag Review.
2.Choose the violation reason.
3.Yelp is stricter — they rarely remove reviews just for
being “unfair,” but will if it’s false, abusive, or
irrelevant.
JON BRY A N - WIN THE TOU R ISM GAM E
Your rankings will take a dip on Google Maps. A
restaurant’s position in Google’s local search results has
an enormous effect on how many potential customers
discover it.
Studies by BrightLocal and FirstPageSage show that
businesses appearing in the top three “Map Pack” or
first-page positions can receive hundreds to thousands
of weekly impressions, while those pushed to the second
page lose as much as 90–95% of their visibility.
On average, a well-ranked restaurant might appear in
1,000–3,000 search views per week, depending on the
market size and search frequency.
With a modest 1.5% click rates, that is 15-45
potential guests. Taking the low side, 15 guests, + the
low side on negative buzz, 19 guests, It has had a reach
of 34 potential guests. If only 10% of them would have
actually visited, that is 3.4 guests, times a very
conservative $500 lifetime value, you have $1700.
If only you had a way to intervene, to right the
wrong, converting that guest into a satisfied customer
once a month, this would turn into some real money
over time.
With In-Store Reviews, we give you that opportunity
with an instant alert sent straight to your phone
instantly when you receive a negative review through
our system.
Even just twice a month, that opportunity could
conservatively yield a 34x ROI.
Let’s do the math
JON BRY A N - WIN THE TOU R ISM GAM E
Social Media
Social media is today’s word-of-mouth. It’s how
tourists decide where to eat, locals discover something
new, and regulars stay connected. The key is consistency.
Small, regular actions that keep your restaurant visible
and memorable long after guests have gone home.
Think of your page as your restaurant’s “second
dining room.” It should feel alive, friendly, and full of
personality. When guests scroll, you want them to feel
your atmosphere before they even arrive.
“Your next customer is already watching - even if
they don’t ‘like’ the post yet.”
Use a simple rhythm:
Entertain
→
Inform
→
Invite
→
Celebrate.
That means one fun post, one helpful post (menu,
hours, Wi-Fi, specials), one invitation (event or promo),
and one appreciation post (thank guests, feature
reviews, etc.) each week.
Make your captions conversational. Instead of “Try
our pizza,” say “If your Friday night had a flavor, it would
be this.”
.
JON BRY A N - WIN THE TOU R ISM GAM E
Post consistently: 3-5 times a week is ideal. Mix
photos, short clips, and staff highlights.
Show your people. Guests love seeing real faces —
chefs, servers, and owners add trust and warmth.
Share moments, not ads. Post birthdays, group
dinners, and guests having fun (with permission).
Engage daily. Reply to every comment or message —
even a quick “thank you” builds loyalty.
Use Stories and Reels. Tourists scroll fast; short video
win. Behind-the-scenes content feels authentic.
Highlight specials and events. Re-share posts from
guests who tag you - it doubles your visibility.
Stay positive and neutral. Avoid politics or
controversy. Let your food, staff, and smiles do the
talking.
Tag local pages. Tourism boards, travel bloggers, or
nearby resorts will often share.
A word on buying likes, shares, and followers. Most
come from India. Social platforms build audiences on
demographics, displaying your page on based on
activity history. So... it is best to get engagements
from those you want to see your page, and might
visit your establishment rather than those who never
will.
✅
BEST PRACTICES
SHARES D O N ’ T PAY T H E
BILLS — B U T T H E Y S U R E
HELP F I L L T H E TAB L E S
JON BRY A N - WIN THE TOU R ISM GAM E
With ISR, it’s easy to connect your offline guests to
your online world. A single QR scan can take them
directly to any post on any platform - Facebook,
Instagram, TikTok, or even your event video - with just a
couple of taps.
We make it easy to shift your guests online. Low
maintenance, and you can get results on day one.
No more begging for likes, shares, or struggling to
get noticed.
Let growth happen naturally as guests share, like,
and interact with your posts straight from their tables.
Keep your content fresh, and rotate small incentives;
simple rewards go a long way when combined with
recognition and fun.
Your restaurant’s social presence doesn’t have to be
complicated, it just has to feel real, consistent, and easy.
SOCIAL M E D I A D O ESN’T
REPLAC E WO R D - O F -
MOUTH, IT AMPLIFIES I T
JON BRY A N - WIN THE TOU R ISM GAM E
Posting once, then disappearing for months.
Using blurry or poorly lit photos — they kill appetite
instantly
Letting personal opinions or negative replies slip into
your business account
Participating in, posting or engaging controversial
posts.
Buying fake likes or followers — they look good but
don’t eat
Ignoring messages - silence online feels the same as
bad service in-house
Building fake audiences sends views and exposure
away from potential guests toward those who are
not.
Over-posting. Followers want to see relevant, fresh,
informative posts. not five “please come see us”
posts a day. This type activity will lose followers, not
add them.
💀
Avoid at all costs
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Greeting the Guest
(Use a warm smile and friendly tone.)
“Good morning/afternoon/evening! Welcome!”
“How are you today?”
“Would you like to sit inside or outside?”
“Can I bring you a water, or something else to
drink?”
“Here’s our menu. May I recommend our best-selling
dish?”
“We also have appetizers if you’d like something to
start with.”
Taking Drink Orders
“What would you like to drink?”
“Would you like ice in your water?”
“Would you like another round?”
“We also have fresh juices and local beers if you’d
like to try.”
Taking Food Orders
“Are you ready to order, or would you like a few
more minutes?”
“Can I repeat your order to make sure it’s correct?”
English Phrases
Set your staff up for success by helping them learn
the common phrases they will need in their day to day
routines.
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During the Meal (Table Touch)
“How’s everything so far?”
“Is the food okay for you?”
“Would you like anything else — maybe another
drink or some sauce?”
“May I take this for you?” (when clearing plates)
“Would you like to see the dessert menu?”
Billing and Farewell
“Here’s your check whenever you’re ready.”
“Would you like to pay by cash or card?”
“Thank you very much — I hope you enjoyed your
meal.”
“Please come again!”
“Have a nice day/night!”
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