A man turned his backyard shed into the top-rated restaurant in London
Having previously written fake reviews for restaurants on TripAdvisor for £10 a pop, Oobah Butler decided to go one step further. He listed his backyard shed on TripAdvisor, set up a dummy website (complete with appetizing food photos constructed from bleach tablets and shaving cream), and wrote a bunch of phony reviews.
As the shed began climbing in the London restaurant ranking, Butler began to get more and more requests for reservations from actual people.
Emails? I check my computer: tens of “appointment” requests await. A boyfriend tries to use his girlfriend’s job at a children’s hospital for leverage. TV executives use their work emails.
Seemingly overnight, we’re now at #1,456. The Shed at Dulwich has suddenly become appealing. How?
I realise what it is: the appointments, lack of address and general exclusivity of this place is so alluring that people can’t see sense. They’re looking at photos of the sole of my foot, drooling. Over the coming months, The Shed’s phone rings incessantly.
And then, after it reaches #1, Butler actually opens The Shed at Dulwich for one night.
Update: When I initially posted this, I almost closed the post with something like “the best part of all this is that we don’t really know if any of this happened the way Butler says it did”. And indeed, Jonathan Power noticed that the URL for the restaurant’s website wasn’t registered until Oct 27, not in April as the article implies. Hmmm. The Facebook page for the restaurant has posts going back to June 30 (can you backdate FB posts?) & reviews back to April 5th. The listing appears to have been on TripAdvisor as of Dec 4 (Google cache) and was mentioned and screenshotted on Twitter in mid-November. Maybe Butler fudged the timeline slightly for the article…he used the Facebook page as the restaurant’s website until doing it up properly with its own URL in October? So, I dunno…is the joke on us, on Vice, on TripAdvisor, or…?