July 5, 2018
In 2017, a content creator called Oobah Butler decided that he wanted to do something with the experience he’d gained writing fake positive restaurant reviews on TripAdvisor. What if, he wondered, he set up an entirely fictitious restaurant based in the shed in his garden and then started to manipulate TripAdvisor ratings? What happened surpassed his wildest expectations. In just six months, The Shed at Dulwich became the top-rated restaurant in London, even though nobody had ever actually eaten there, based solely on fake reviews, fake pictures and the word of mouth created by a complete inability for anybody to book a table.