Why perfect online reviews actually ‘killed’ a Lanzhou noodle restaurant
Gulbanu Maigarina, founder of the Lanzhou noodle restaurant chain, revealed at an entrepreneurship seminar in Astana last month that one of her restaurant managers boosted online ratings by giving customers gifts in exchange for positive reviews.
Read also: Ramen limit: Scientists reveal how often you can safely eat instant noodles.
Maigarina said she initially believed the restaurant was performing well because of its strong online reputation. However, she became concerned when sales suddenly dropped by half.
«We had one project in another region where the restaurant manager focused heavily on reviews,» she said. «We thought everything was going well, but then our turnover suddenly fell by 50%. We eventually realized what was happening. The manager was working on reviews instead of focusing on customers.»
Positive reviews, declining sales
According to Maigarina, the manager offered gifts to customers and encouraged them to leave favorable reviews online.
The experience taught her an important lesson about business oversight.
«I advise entrepreneurs to quietly verify what is happening in their businesses through their customers, guests and clients,» she said.
The risks of trying to please everyone
Maigarina also shared lessons from the early days of her business, describing how she repeatedly expanded her menu in response to customer requests.
«I started successfully with a cafeteria format,» she said. «Then customers asked why we didn’t serve shashlik, so I added shashlik and beer and turned it into a café. During the day it operated as a cafeteria, and in the evening as a café. Then I added live music. Later, I introduced sushi and pizza because young women kept asking for sushi.»
Looking back, she said entrepreneurs should focus on a specific concept rather than trying to satisfy every customer request.
Know your audience
Maigarina noted that experts and consultants do not always provide the best advice.
She recalled surveying students at a university in Almaty about whether they purchased noodles from Lanzhou. About 20% said they did, despite a former marketing specialist advising the company to focus exclusively on customers older than 25.
According to Maigarina, students were among Lanzhou’s earliest customers. As they grew older, many continued visiting the restaurants and eventually brought their children.
However, the company gradually shifted its attention away from younger consumers and lost an important source of new customers.
From one restaurant to an international chain
Maigarina opened the first Lanzhou restaurant in Almaty in 2018 after selling her house for $450,000 to finance the venture.
Today, the chain operates 61 locations, including restaurants in Kazakhstan, Uzbekistan and Tajikistan.
