As we all know in the world of franchising, customer perception is everything. Whether it’s a family looking for a reliable home service provider or a hungry traveler searching for a quick bite, the first thing most do is head to Google. What they see next is:
- Stars
- Comments
- Credibility.
All this can make or break a franchise’s success.
Recent data highlights just how influential Google reviews are. A staggering 57.5 percent of all online reviews live on Google, making it the most dominant review platform by far. And customers don’t just skim.They take their time to make decisions based on what they see. In fact, 73 percent of consumers say they only trust reviews written within the last 30 days, showing just how important it is to consistently collect and manage feedback. As a franchisee, have you checked your reviews in the past 30 days?
Interestingly, the sweet spot for attracting new customers lies in authenticity. 87 percent of people engage with businesses that have a 3 to 4 star rating, not necessarily a perfect 5. This proves that transparency and real feedback matter more than perfection.
The physical impact is just as impressive. 58 percent of customers say that seeing a Google Business Profile makes them more likely to visit a location in person. For franchises relying on local foot traffic and appointments, this is a powerful stat that directly links reviews to revenue. And those appearing at the top of local search results typically have an average of 47 reviews, a number well within reach for most franchisees with the right strategy.
Google reviews are more than comments. They are digital word of mouth. They build social proof, influencing new customers by showing how others have engaged with your brand. When people are unsure, they follow the crowd and Google reviews are the crowd’s voice.
For franchisors and franchisees alike, investing in a review generation strategy is no longer optional. It is essential. This year, consumer behavior has changed and evolved and people are relying more heavily on online reviews to make purchasing decisions, often treating them with the same weight as personal recommendations.
By understanding the psychology behind online behavior and leveraging the data, franchise brands can build trust, attract leads, and accelerate growth in competitive markets.
