How to Become TripAdvisor’s #1 Fake Restaurant

Summary

In a daring social experiment, Vice reporter Oobah Butler creates a fake restaurant, 'The Shed at Dulwich,' using nothing but fake reviews, a website, and a fabricated menu to rise to the top of TripAdvisor's rankings. Despite its non-existence, the restaurant becomes London's number one spot, fooling even the media, celebrities, and PR agencies. Eventually, Oobah transforms his garden into the real restaurant, offering food from ready meals dressed up as gourmet dishes. The experiment raises questions about online reviews, perceptions, and the power of social media influence.

Takeaways

• 😀 A fake restaurant called 'The Shed at Dulwich' was created to rank as London's number one restaurant on TripAdvisor.
• 😀 The concept behind the restaurant was to offer 'moods' instead of traditional meals, such as 'Love' or 'Contemplation'.
• 😀 Oobah Butler, the creator, used fake reviews and manipulated TripAdvisor to artificially boost the restaurant's rating.
• 😀 A website, photos, and fake reviews were key elements in creating the illusion of a real, successful restaurant.
• 😀 Despite the restaurant being non-existent, it climbed to number one on TripAdvisor, attracting celebrities, foodies, and media attention.
• 😀 The concept exploited TripAdvisor’s credibility, demonstrating how online platforms can influence public perception and trust.
• 😀 Oobah's past experience with writing fake reviews for restaurants led him to realize the potential to deceive TripAdvisor.
• 😀 The restaurant's success was fueled by a combination of fake reviews, a sense of exclusivity, and the novelty of its 'mood-based' menu.
• 😀 After reaching number one, Oobah was overwhelmed by media attention, phone calls, and PR requests for the non-existent restaurant.
• 😀 Eventually, to meet the overwhelming demand, Oobah created a real, albeit modest, restaurant in his garden, serving microwave meals dressed up as gourmet dishes.
• 😀 The entire project highlighted the power of online reviews, the absurdity of chasing 'exclusive' experiences, and the manipulation of social media culture.

Q & A

What was the main objective of Oobah Butler in the script?

Oobah Butler's main objective was to create a fake restaurant, 'The Shed at Dulwich,' and get it to number one on TripAdvisor through fake reviews and clever manipulation of the platform.

How did Oobah Butler initially plan to deceive TripAdvisor users?

He planned to have friends write fake reviews, ensuring they mentioned consistent features such as eating outside, the place being weird, homely, and appointment-only, in order to build a believable reputation for the restaurant.

Why was 'The Shed at Dulwich' considered a fake restaurant in the beginning?

'The Shed at Dulwich' was a non-existent restaurant with no real location, staff, or actual meals being served initially. It existed only in the form of a website, fake reviews, and photos created by Oobah Butler.

What role did consistency play in the fake reviews for 'The Shed at Dulwich'?

Consistency in the reviews was crucial for making the restaurant seem authentic. Reviews mentioned specific features like the outdoor dining experience, the 'weird' atmosphere, its homeliness, and being appointment-only to create a cohesive and believable image.

How did Oobah Butler make 'The Shed at Dulwich' appear more legitimate?

He created a website, took photos of food (some of which were bizarre or impractical), and crafted a unique menu based around 'moods' instead of traditional meals. These steps contributed to the illusion of a legitimate restaurant.

What were some of the unusual dishes featured in the fake menu?

The fake menu featured unusual dishes like 'pan-fried toilet blocks power blocks,' 'ham hock with honey,' and 'rabbit kidneys on toast,' all designed to fit the bizarre and experimental theme of the restaurant.

How did 'The Shed at Dulwich' eventually become number one on TripAdvisor?

Through a combination of fake reviews and the increasing buzz generated by the restaurant's quirky concept, 'The Shed at Dulwich' climbed the TripAdvisor rankings, eventually becoming the number one rated restaurant in London despite not existing.

What was the reaction of the media and celebrities after 'The Shed at Dulwich' became number one?

The media response was overwhelming, with interviews and features in outlets like The Times and Evening Standard. Celebrities and TV personalities, including Susanna Reid, also reacted to the restaurant's absurd rise to fame, with some calling it a 'naughty' stunt.

How did Oobah Butler feel about the attention and success of the fake restaurant?

Oobah Butler seemed both surprised and conflicted by the success of the fake restaurant. He was impressed by the power of online platforms like TripAdvisor but also felt uncomfortable with the attention it generated, especially when people began applying for jobs and sending packages to his home.

What was the final step in bringing 'The Shed at Dulwich' to life for real?

After months of deception, Oobah decided to open 'The Shed at Dulwich' for real. He transformed his garden into a makeshift restaurant, serving real food (though cheaply prepared) to real customers, essentially fulfilling the expectations created by the fake reviews.