Postscript: Adapt or perish
Yelp unveiled the latest edition of its nationwide Top 100 in February. One of this year's surprise victors was The Morrison pub in Los Angeles -- the seventh-best restaurant in America, according to Yelp's survey, and the sole gastropub on the list. It's already proven as much a boon for business as it was for Copper Top last year. "Yelp is very, very, very powerful,: says Marc Kreiner, The Morrison's owner. "Of the guests that dine with us on a daily basis, I would say 60 to 70% of them are there because of Yelp. We've seen a huge increase in our business."
Like the Ottens before him, Marc is quickly finding that with the Yelp list's prestige come new demands. "It puts a lot of high expectations on our service and on our food," Marc says. "When you're as highly rated as we are, and when you're ranked seventh in the country, people have such high expectations before they even walk into our doors." Studies have shown that when books win major literary awards, their average ratings on Goodreads plummet -- call it the law of heightened expectations. It holds just as true for Yelp-praised restaurants and diners wary of hype.