Quick answer: Make leaving a review as easy as possible, and ask every guest in the same way. Get your Google review link and QR code from your Business Profile, put it on table cards, receipts and your post-visit email, and reply to every review you get. Don't offer anything in return, don't only ask happy guests, and don't set staff targets: Google forbids all three, and fake or incentivised reviews have been illegal in the UK since April 2025.
Last updated: November 2026.
Why the number of reviews matters
Google says local rankings are based mainly on relevance, distance and prominence, and that the number of reviews and ratings a business has feeds into prominence. Reviews also show next to your profile on Maps and Search, so they're often the first thing a hungry customer reads. A steady flow of recent reviews tells both Google and diners that you're busy and doing well.
The rules you must follow
Google's policy on fake engagement is strict, and it now spells out what restaurants must not do. Businesses must not:
- Offer incentives such as a discount, free drink or dessert in exchange for a review, or for changing or removing one.
- Discourage negative reviews or selectively ask only happy customers. This is often called review gating, for example sending a "How did we do?" survey and only passing the good responses to Google.
- Ask staff to collect a set number of reviews, or ask for reviews that mention a staff member by name.
- Require or pressure guests to leave a review while they're still on the premises.
UK law now backs this up. The Digital Markets, Competition and Consumers Act 2024 banned fake reviews and concealed incentivised reviews from 6 April 2025, and breaches can bring penalties of up to 10% of global turnover. The Competition and Markets Authority published guidance in April 2025, and in March 2026 it opened investigations into five businesses over their review practices.
None of this stops you asking. Google actively encourages businesses to remind customers to leave reviews. The key is to ask everyone, the same way, with nothing attached.
Step 1: get your review link and QR code
Google gives every Business Profile a direct link that opens the review box. On a computer, go to your Business Profile, select Read reviews, then Get more reviews. You can copy the link or download a QR code from there. Google notes that review QR codes can currently only be generated in a computer browser, not on a phone.
Save both somewhere your whole team can find them. You'll use them everywhere below.
Step 2: put the link where guests already look
Google suggests including your review link in thank-you emails, at the end of a chat and on receipts. For a restaurant, the best places are:
- The post-visit email. If your booking system sends a thank-you email the next morning, add one line and the link. It reaches people at home, when they have a minute to spare.
- Table cards. A small card with a QR code or an NFC tap point, placed with the bill or on the table. Guests can scan it later, so there's no pressure.
- The bill or receipt. A printed QR code at the bottom.
- Takeaway and delivery bags. A sticker or menu insert with the QR code.
- Your website. A "Review us on Google" link in the footer and on your contact page.
Step 3: use words that feel natural
Keep the ask short, friendly and the same for everyone. Some examples you can adapt:
Thanks for joining us last night. If you have a minute, a Google review helps other people find us, and we read every one. [Review link]
Enjoyed your meal? Scan to leave us a Google review. We read every one.
Notice what these don't do: they don't ask only happy guests, they don't ask for five stars, and they don't offer anything in return. If a guest raises a problem in person, deal with it there and then, but still don't steer them away from reviewing.
Step 4: reply to every review
Google suggests replying to reviews, and diners notice when a restaurant does. A short, personal thank-you to good reviews shows you're listening. A calm reply to a bad one shows future customers how you handle problems. Our guide on how to reply to a negative review has examples you can adapt.
Step 5: keep it steady and track it
A sudden burst of reviews after months of silence can look unnatural, so aim for a steady flow rather than a one-off push. Once a month, note:
- How many new reviews you got
- Your average rating
- How many you replied to, and how quickly
- How you compare with the top three restaurants for your main search
If the count drops, check the basics first: is the post-visit email still sending, and are the table cards still out?
What to do about fake or unfair reviews
You can't remove a genuine review just because it's negative. If a review breaks Google's rules, such as one from someone who never visited, an offensive review or a competitor attacking you, you can flag it to Google for removal from your Business Profile. Reply politely to everything else.
Where we can help
Our review strategy, included in Full Service and Group, brings in new reviews with NFC review cards and a follow-up email to recent diners, and answers every one. On Found and Found Plus, review management is a £400 a month add-on + VAT: Google and TripAdvisor monitored every day, every review answered within 24 hours, and negative reviews sent to you first. For Kushboo in Kettering, social advertising and a review strategy helped take it to #1 on TripAdvisor for Kettering.
Sources: Google Business Profile Help, Tips to improve your local ranking on Google; Google Business Profile Help, Tips to get more Google reviews; Google Business Profile Help, Create a Google link or QR code to request reviews; Google Maps, Prohibited and restricted content; CMA, Fake reviews guidance (April 2025); CMS, The DMCC Act bans fake reviews; CMA, Online consumer reviews case page (March 2026 update).
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