There have been suggestions that improvements are needed in the current system as delivery platform users are using ‘review events’ to distort the ratings of restaurants.
Korea Consumer Agency surveyed 1,000 consumers who used three delivery platforms including Baedal Minjok, Yogiyo, and Coupang Eats. Among the 700 consumers who left reviews after ordering food, 65% responded that they wrote reviews because of review events.
Review events refer to consumers receiving additional food or discounts from the restaurant owners in exchange for leaving reviews related to the food.
Furthermore, out of 10 consumers who participated in review events and wrote reviews, 8 said that the review events influenced their restaurant ratings, and most of them rated higher than their actual satisfaction level.
As review events can distort consumer evaluations of actual restaurants, the Consumer Agency stated that there is a need for improvement, such as changing the current ‘star rating-based’ system to a ‘reorder rate-based’ system.
The Consumer Agency also recommended that delivery platforms should be able to delete malicious reviews or temporarily block access, as ongoing consumer complaints related to this issue need to be addressed.
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