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Saturday, 21 July 2012

The Yak's Vomit on Fetta's

The state member for Cairns has facebooked a glowing PR release congratulating Fetta's "on receiving a coveted 2012 TripAdvisor Certificate of Excellence". Don't get me wrong, I have enjoyed a Greek night out at Fetta's and it previously received a positive post at Kitchenslut.

However, I wonder at such advertorial style spruiking of a single restaurant by a politician when I understand there are "stacks" of these awards around town? This is really a commercial marketing tool developed by TripAdvisor:
Certificate of Excellence honorees can showcase their achievement in multiple ways, including prominently displaying their certificate that they will receive in the coming weeks, exhibiting an award widget on their business's website, and celebrating their award with a press release. The array of promotional items can be downloaded through the TripAdvisor management Centre.

TripAdvisor PR acknowledges that with regard accomodation "Approximately 10 percent of accommodations listed on TripAdvisor receive this prestigious award." Neither is it the "top TripAdvisor honors" claimed: "The Certificate of Excellence program does not replace the TripAdvisor Travelers' Choice® Awards"

The irony is that it was King who was cynical of the value of awards in his infamous Yak's Vomit rant. A further irony is that he then naively proposed an official rating system for every eating place in town.

Fetta's is today rated at #41 in Cairns on TripAdvisor and reviews include some scathing criticisms of service. I would prefer to defer to FoodVixen who is currently doing the best restaurant blogging in town than to TripAdvisor.

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