Botto Bistro is far from the worst restaurant in America. But it doesn’t mind if you think so.
--
Some
shady outfits try to load the dice by buying favorable reviews, but
Botto went in the other direction. It asks people to trash it. When we
left, the co-owner and chef, Davide Cerretini, gave me a sticker that
said, “I gave Botto one star on Yelp.” If I did that, my next pizza
would be half price.
The
restaurant has been fighting Yelp in earnest for nearly two years now.
More than half of its 250 reviews are one-star. Mr. Cerretini seems to
enjoy the game. “It may sound to you like a suicide mission, but our
business is up,” he said.
--
Even as researchers are finding that reviews are less reliable, more
people are relying on them. On Yelp alone, the number of reviews now
exceeds 100 million.
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