Are PR Companies Paying for Fake 5-Star Restaurant Reviews? Here's How to Spot Them

I recently received a WhatsApp message asking me if I wanted to make some 5-star reviews on certain restaurants. I wouldn't have to visit the restaurants, just make Google reviews and I would be paid for my time. 

I am an official Google reviewer and I value my status as a Google reviewer and would do nothing to jeopardise this by making fake paid for reviews. I blocked the PR firm concerned. But this got me thinking about the entire fake reviews industry which made me decide to write this blogpost about this issue.

In today’s digital age, the star rating next to a restaurant’s name can make or break its success. With Google, Trustpilot, Yelp, and TripAdvisor shaping public perception, many consumers trust online reviews as much as personal recommendations. But what happens when those glowing reviews are not genuine?

The uncomfortable truth is that some PR agencies and marketing firms are paying for fake 5-star reviews to boost a restaurant's reputation. Whether it's a brand-new bistro trying to build credibility fast or an established chain attempting to drown out negative feedback, fake reviews are more common than many realise. And this doesn’t just hurt competitors — it misleads diners and undermines trust in the entire review system.

Why Would PR Firms Pay for Fake Reviews?

PR and marketing agencies are hired to generate positive buzz — and in a competitive food industry, pressure to deliver quick, measurable results can tempt some firms to cross ethical lines. Instead of focusing solely on authentic coverage, some resort to purchasing fake reviews through review farms, incentivising “customers” with discounts or freebies in exchange for positive feedback, or even writing the reviews themselves using fake profiles.

This kind of manipulation might temporarily boost a restaurant's online reputation, but it can lead to long-term consequences, including:

Loss of consumer trust

Penalties from review platforms

Reputational damage when exposed

How to Spot Fake Restaurant Reviews

As a savvy consumer (or a fellow restaurateur), here’s how you can identify potentially fake reviews:

No customers but many 5-Star reviews?

1. Too Many 5-Star Reviews All at Once

If a restaurant suddenly gets dozens of five-star reviews within a few days — especially when it’s newly opened or recently received criticism — that’s a red flag.

2. Generic or Vague Language

Genuine reviews tend to reference specific dishes, staff interactions, or atmosphere. Fake reviews often use vague, overly enthusiastic phrases like “Absolutely amazing!” or “The best restaurant ever!” without providing meaningful details.

3. Reviewer Profiles with No History

Click through to a reviewer’s profile. If they’ve only ever posted one or two glowing reviews — or they’ve left similar praise for multiple unrelated businesses — they may not be legitimate.

4. Overuse of Keywords

PR-driven fake reviews often read like SEO content. Watch out for unnatural repetition of the restaurant name, menu items, or phrases like “best Italian restaurant in London”.

5. Inconsistent Language or Style

Fake reviews might be generated using AI tools or written by non-native speakers. If the writing style is inconsistent or awkward across several reviews, it may indicate they’re not genuine.

6. Lack of Negative Feedback

Even the best restaurants occasionally receive 3 or 4-star reviews. If a place only has glowing feedback and no constructive criticism, it could be suspicious.

What Review Platforms Are Doing About It

Platforms like Google, Trustpilot, and TripAdvisor are investing in AI and moderation teams to detect and remove fake reviews. Some even take legal action against businesses or agencies that engage in fraudulent behaviour.

However, enforcement isn’t perfect. The responsibility also lies with consumers and ethical PR professionals to report suspicious activity and support honest businesses.

What Can Restaurants Do Instead?

Ethical marketing wins in the long run. Here’s how restaurants can build trust the right way:

Encourage genuine customer reviews via in-store signage or follow-up emails.

Respond to reviews — both good and bad — showing that feedback is valued.

Work with PR agencies that prioritise transparency and integrity.

Final Thoughts

Fake reviews may offer a short-term boost, but they’re a risky gamble. As consumers become more discerning and platforms grow more sophisticated, honesty remains the most sustainable strategy.

So next time you're scrolling through five-star reviews, take a moment to dig a little deeper — your next great meal (or PR investment) might depend on it.

Book Review: Rethink Cider by Jane Peyton

Rethink Cider by Jane Peyton is a delightful and comprehensive exploration of the world of cider, offering readers a refreshing perspective on this often underappreciated beverage. 

With her background as an award-winning drinks educator and writer, Peyton brings a wealth of knowledge and passion to the subject, making this book both informative and engaging.

From the outset, Peyton sets the tone by dispelling common myths about cider, positioning it as a complex and versatile drink that deserves the same respect as wine or beer.

 Her writing style is approachable and witty, making the book accessible to both novices and seasoned cider enthusiasts alike.

The structure of the book is well-organised, guiding readers through the history, production, and varieties of cider with clarity and detail. Peyton delves into the rich history of cider-making, tracing its roots back to ancient times and highlighting its significance in different cultures. Her historical anecdotes are not only fascinating but also underscore the long-standing tradition and craftsmanship behind cider production.

One of the standout features of Rethink Cider is Peyton's thorough explanation of the cider-making process. She breaks down each step, from orchard management and apple selection to fermentation and bottling, with precision and enthusiasm. The inclusion of interviews with cider makers and industry experts adds depth to her explanations, offering readers insider perspectives on the challenges and joys of crafting cider.

Peyton also excels in showcasing the diversity of cider. She explores various styles, from traditional British scrumpy to modern craft ciders, and provides tasting notes and pairing suggestions that encourage readers to experiment and appreciate the full spectrum of flavours and aromas. Her descriptions are vivid and evocative, making it easy for readers to imagine the taste and character of each cider.

In addition to the technical and historical aspects, Rethink Cider is peppered with practical advice for cider enthusiasts. Peyton offers tips on how to properly taste and evaluate cider, as well as recommendations for building a cider collection. Her guidance is practical and encouraging, empowering readers to deepen their appreciation and knowledge of cider.

The book is also visually appealing, with high-quality photographs and illustrations that complement the text. The images of orchards, cider-making equipment, and beautifully presented cider glasses enhance the overall reading experience and highlight the artisanal nature of cider production.

One of the most compelling aspects of Rethink Cider is Peyton's infectious enthusiasm for her subject. Her passion for cider is evident on every page, and she successfully conveys the joy and satisfaction that comes from exploring and savouring this unique beverage. By the end of the book, readers are likely to feel inspired to seek out new ciders and perhaps even try their hand at cider-making.

In conclusion, Rethink Cider is a must-read for anyone interested in cider, whether they are newcomers or seasoned aficionados. Jane Peyton has crafted a thoroughly enjoyable and educational book that celebrates the rich history, intricate production, and diverse flavours of cider. Her engaging writing style, combined with her expert knowledge and passion, make this book a valuable addition to any drinks library.

The Philosophy of Cider By Jane Peyton

Publisher:  British Library Publishing

ISBN: 9 78-0712355056

RRP:  £10

Available from book retailers.  Signed copies from:  www.School-of-Booze.com/shop.