Andrew Sheridan is one of many chefs exposing how excessive complaints and threats have undermined the relationship of trust between restaurants and customers. More and more restaurateurs are abandoning the old adage “the customer is always right” because too many patrons are trying to get free meals through threats and unfounded complaints. Sheridan, called “one of the best chefs to ever come out of North Wales”, said he is tired of customers “trying.”
Absurd complaints and unjustified demands
“It happens all the time,”, Sheridan explained to The Guardian here. "Last week, a woman complained about a golden pillar that she said had obstructed her view in the restaurant. She said she had enjoyed a delicious meal, with great wine and friendly service, but that pillar-a steel structure that prevents a Grade II listed building from collapsing-had ruined her evening to the point that she demanded a free meal and vouchers." The chef cites other incidents, such as customers who demanded reimbursement for a fine they got by driving in a bus lane to get to the restaurant, or a family who demanded a free meal because of the poor condition of the roads, despite the fact that the roads are owned by the municipality (the responsibility certainly does not lie with the owner of the establishment!).
The dictatorship of online reviews
Sheridan distinguishes between constructive and destructive criticism, but he believes that anyone today feels like a food critic. “Online reviews give everyone an audience to vent when their personal preferences are not met, regardless of whether it is fair or not”, he says. Many restaurateurs report fake reviews used as a blackmail tool. Just one negative review, even an unjustified one, can significantly affect a restaurant's reputation.
From outrage to action
Sheridan changed his attitude after being the victim of blackmail: some malicious people threatened to fill his restaurants with negative one-star reviews if he did not pay thousands of pounds. “Now I am no longer intimidated,”, he says. "I respond to every unfair negative review by explaining why it is unreasonable. If the customer has a substantiated complaint, we are ready to correct, but we don't accept attempts at manipulation."
Reviewing customers: Chris D'Sylva's revolution
Sheridan supports Chris D'Sylva, owner of Notting Hill's Dorian bistro, who has decided to review customers himself. “We note everything," explains D'Sylva himself. “We note positive and negative behaviors on a tiered system, assessing how respectful or disruptive the customer is.” The new approach has improved the restaurant's atmosphere. "Now we can recognize regular customers and reward those who show respect. Those who are just trying to take advantage are more easily detected."
A new awareness in the restaurant world
The debate raised by chefs like Sheridan and D'Sylva is leading restaurateurs to rethink their relationship with customers. More and more restaurant professionals are setting boundaries to defend their work and ensure an authentic experience for those who truly appreciate good food.
