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GOOGLE YELP PLUS
GOOGLE YELP PROFESSIONAL

The fake Cheezed Off! food truck was a product of clever photography and PhotoShop its online reputation was purchased from a variety of businesses designed to help companies deceive consumers. The problem? Cheezed Off! doesn’t actually exist. The bread had a very crispy, satisfying crunch, the presentation was very appealing and the taste was, in a word, yummy!,” another reads.

“Just tried Cheezed Off! for the first time and I have to say that I was very pleased.

This food truck knows their way around a grilled cheese,” one reviewer writes. Both of these were made quickly and tasted absolutely delicious. I ordered the classic sandwich and my boyfriend ordered the Hellzaoppin sandwich. I love comfort food and could not pass up an opportunity to try this nostalgic meal from a food truck while in downtown Toronto.

“Cheezed Off! has mastered the art of creating the perfect grilled cheese sandwich.

GOOGLE YELP PLUS

The company also has glowing online testimonials on popular review sites like Yelp, Google Plus and UrbanSpoon :

GOOGLE YELP PROFESSIONAL

Cheezed Off! has all the hallmarks of a legitimate online business: A professional website, promotional YouTube video and social media presence. įor its investigation, Marketplace created a grilled cheese food truck business called “Cheezed Off!” to test how easy it is for a company to artificially boost its reputation online. Join the conversation on Twitter using the hashtag #reviews.) Faking out the fakersĪs many as 15 per cent of online reviews are fake, according to a 2012 study by IT researcher firm Gartner. NT on CBC Television to find out how you can separate review fact from fiction. (Watch the investigation, Faking It, on Friday, Nov. 7 at 8 p.m. “I think it’s really amazing how easy it is to purchase deception now on the internet,” Hancock says. “Some data now show that a good majority of people in North America believe and trust online reviews more than they trust their friends’ opinions,” Jeff Hancock, a professor who researches online deception at Cornell University in Ithaca, NY, told Marketplace co-host Erica Johnson.Īnd as the public's reliance on review sites has increased, so has the market for bolstering businesses online reputations. When researchers at the Harvard Business School analyzed restaurant reviews and revenue in Seattle, they found that a one-star increase on the popular review site Yelp meant a five to nine per cent increase in revenue for independent restaurants. It uncovered an entire industry designed to help businesses mislead consumers, bolstering companies’ online reputations with fake reviews and testimonials.Ī good online reputation can have a huge impact on a company’s revenue. That online review may recommend a restaurant in glowing prose, but should you eat up every word? Maybe not.Ī months-long investigation by CBC’s Marketplace shows how easy it is for companies to deceive consumers online.