My big mouth cost me dear... Top restaurateur admits response to TripAdvisor reviews has harmed him – but he won’t change
ATOP Birmingham chef is counting the cost of his “big mouth” after hitting back at diners who criticised his restaurant on TripAdvisor.
Alex Claridge said his venue, The Wilderness in the Jewellery Quarter, had dropped down the website’s rankings after he “annoyed” his customers by replying to some reviews about the decor and music.
The 30-year-old said he was “seriously affected” financially by the drop, but insisted he would keep doing things his way.
Branding TripAdvisor “patently b******s”, Mr Claridge tweeted: “My big mouth has almost got us out the top 20 on TripAdvisorUK.
“If I annoy one more person I reckon I’ve done it and gone from top five to top 30.”
The innovative restaurant – branded “dinner as theatrical performance” by one reviewer – has won an army of fans and earned a place in the Michelin Guide Great Britain and Ireland 2018.
It made headlines in 2016 when Mr Claridge put ants on the menu.
But diner David B appeared to have been left cold by the decor.
He wrote on TripAdvisor: “Taken here as a surprise. Certainly was. Not sure what the overall theme here is. I suspect that the decor is on a limited budget. There is nothing special interior wise at all. Just very dark lighting. Staff here are doing a good job in helping to make the environment more acceptable but there is no getting away from the dour interior.”
Mr Claridge replied: “For clarity, the theme of the restaurant is dis- appointment until July when the theme will change to mild disinterest. I’m only joshing (ish)! The restaurant looks as it does because I like that. We play rock and roll music because I like that.
“This is the de rigueur for this sort of dining experience and restaurant and I am genuinely gutted (and puzzled) that whosoever bought you to my restaurant didn’t research a little more what we do and what that entails.
“I always want my guests to have the best possible time, but we’re not for everyone and wouldn’t want to be. Alternative dining options are available and fine dining isn’t to everyone’s taste. “Warm wishes, Dour Alex” Another TripAdvisor reviewer wrote: “I get that it’s good to try to differentiate your product from others. I understand the chef patron here wants to do it his way and to adopt things he likes.
“You just don’t feel this is anything special, more strange than special.”
Mr Claridge replied: “Fair play. I wouldn’t know how to design or put together a restaurant that wasn’t to my taste, but I totally get that won’t be for everyone.
“Any readers can just review the past week of mischief of Tripadvisor to see how a bit of rock and roll music and a black dining room seems to polarise opinion but that’s alright, I reckon we’re all a bit different and other dining options are available. It does make me a bit sad, but then I can’t please everyone.”
The Wilderness was ranked the 20th most popular restaurant in Birmingham on TripAdvisor earlier this week. But 87 per cent of ratings on the site gave the restaurant a maximum five stars.
Kevin W wrote: “Love the decor, very New York East side bar, great choice of music and all staff are so passionate about ensuring you have the best experience.
“To all the negative reviewers who complain about small portions, the colour scheme and a rock music soundtrack, please try the large mixed grill at Wetherspoons whilst listening to Abba.”
Mr Claridge said although the bad reviews had upset him, he was not going to change.
He said: “You can say it’s not for you, not for your taste, but you can’t say it’s terrible. It’s not terrible.
“These aren’t guests who say something is wrong at the time. They sit there and smile and say everything is great and then behind the anonymity of the internet they say bad stuff.
“If you went to a Black Sabbath concert but you don’t like guitar music or men with long hair and then you give it a two-star review, that would be mad.
“If you don’t like rock music or men with long hair, why did you go?
“If you try to please you please no one.”
You can say it’s not for you, not for your taste, but you can’t say it’s terrible. It’s not terrible... Alex Claridge
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