I recently came across a restaurant on Yelp.com, Mitchell’s Ice Cream in San Francisco, with nearly two thousand reviews.
I guess the average number of reviews for a restaurant in San Francisco — or in that neighborhood, at least — is more like 20. So nearly 2,000 reviews is something else.
This business has been line-out-the-door popular for decades. Is some secret of its success hidden inside its customer reviews on Yelp?
Would analysis of these reviews tell us anything about the vendor or, more likely, what its customers have in common?
Can those consumer insights shed any light on how that business has excelled?
To be clear: the best way to investigate a business’ success is to patronize it: to go to it, observe its service and sample its product. Over time. But if you also wanted to survey its customers, a service like Yelp could be data rich. For a low research cost.
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Previously on Yelp.