“The Shed at Dulwich”: How a Fake Restaurant Soared to the Top of TripAdvisor (And What it Means for Your Business)

The most interesting soft story in reviews for 2017-2018 is without a doubt the curious case of The Shed at Dulwich. Over the course of seven months, Oobah Butler, a 27-year old freelance writer who works for Vice, managed to transform the shed in the back of his garden into the hottest and most exclusive restaurant in London. The problem? The restaurant didn’t exist. To uncover how Butler pulled off his scheme, we’re going to look at TripAdvisor and how gaming the system with fake reviews was the key to creating The Shed at Dulwich hoax. It All Starts With a Well-Designed Website Journalists have devoted many words to The Shed at Dulwich. I’ll be offering a bit of a recap of some of these points. It seems that Mr. Butler got the idea for his hoax after he was paid to write fake reviews of restaurants on TripAdvisor for […]

Eve Mendelovitch

Author: Eve Mendelovitch

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