Posted by justincormack 12/9/2025
I've been mulling over starting a boutique social network focused on location reviews with real life friends exclusively.
You don't get a sorted list from highest rated to lowest rated, but rather, momentum of reviews, number of reviews, changes in rating etc.
My suspicion is that there probably is also a noticeable difference between companies that advertise on Google vs. those that don't. Anecdotally, the gym closest to me has higher ratings than all the other gyms in my area, but when I moved to the area it never showed up on Google Maps for me. It was only by walking by it that I decided to look it up on Google Maps specifically by name that it showed up for me.
A week ago I went to Venice and I only looked on Google maps to see what the menus and prices are, but I wasn't interested in the reviews themselves or the grade, bacause IMO, people have biases. One evening we went to one of the restaurants I spotted on Google maps but the rest of the evenings we wandered the streets, and picked what was close, if we liked the menus, the prices and the atmosphere.
One of the restaurants had only 3.4 grade on Google maps, few reviews and mostly locals ate there. The food was very good and the service was great.
I do not generally make my mind based on reviews from Google Maps, Booking, Amazon. Of course, if the overall grade is very low, I will give it some thoughts and maybe read some reviews. But generally I don't make a decision based on reviews.
- Humans really value authentic experiences. And more so IRL experiences. People's words about a restaurant matter more than the star rating to me.
- There is only one reason to go somewhere: 4.5 star reason. But there are 10 different reasons to not go: Too far, not my cuisine, too expensive for my taste. So the context is what really matters.
- Small is better. Product wise, scale always is a problem, because the needs of the product will end up discriminating against a large minority. You need it to be decentralized and organic, with communities that are quirky.
All this is, somehow, anethma to google maps or yelp's algorithm. But I don't understand why it is _so_ bad — just try searching for 'salad' — and be amazed how it will recommend a white table cloth restaurant in the same breath as chipotle.
There are many millions that want to use the product _more_ if it was personalized. Yet somehow its not.
I find that both offer an incredibly poor signal. I can usually get a much better idea of the quality of the place by looking at pictures of the food (especially the ones submitted by normal users right after their plate arrives at the table). It's more time consuming to scroll through pictures manually than to look at the stars, but I'm convinced it's a much better way to find quality.
Maybe that could be a good angle for this kind of tool. At least until this process becomes more popular and the restaurants try to game that too by using dishonest photography.
It's not only that; cuisines are also difficult to label as certain countries simple do not exist for Google when it comes to that.
I recall last year I wanted to change the type of "Alin Gaza Kitchen", my ex (closed now, unfortunately) fav. falafel place in Berlin from the non-descript "Middle-Eastern" to "Palaestinian" category.
I assumed this was available for any country/cuisine, like "German", "Italian" or "Israeli". But "Paleastinian" didn't exist as a category.
You can change it yourself and Google will accept it but if the owner is adamant they will change it back.
https://en.wikipedia.org/wiki/International_recognition_of_P...
Im sure they favour the ones that use google ads, but i would not think that they are bullying places a la yelp.
Anyway its pretty crazy that nowadays your success as restaurant is so dependent on one huge platform. (… and actually, lets not forget the delivery platforms also)
It's an interesting equilibrium point. They want local businesses to suffer enough to pay up for ads. But also not too much that they die. A good local business that does not need to advertise because it is simply good is actually a burden to the aggregator even though it is exactly what the end users want to see.
In the past, when I was a in position to build a search engine, we took the trouble of always including organically ranked results that were genuinely good, regardless of whether we got paid or not. I felt it was a long term investment into creating real value for our end users and therefore our service.
Other than being willing to scroll a lot, I haven't found any great ways to find new restaurants when using delivery apps, and I'm sure I use them far less because of the tedium involved. I think scraping listings and re-doing the algorithm yourself (as per post) is perhaps the best approach. E.g. Just being able to rank by user rating and filter for no less than 200 reviews and within 5km would be an outstanding improvement on the status quo, which is always the 50 closest restaurants to the delivery address - what a coincidence! - with a few 'sponsored' listings thrown in.