The Many Rude Remarks of Black Consumers... Exhausted by COVID-19, Only Sighs 'Deeply'

Customer selects wrong menu but gives star rating attack
Refund requests continue with threats to leave reviews

[Image source=Yonhap News]

[Asia Economy Reporters Donghoon Jeong, Jeongyun Lee] "Please refund me, or else expect a review."

This is what Seo Younghee (54), who runs a delivery jokbal (pig's trotters) specialty restaurant in Yongsan-gu, Seoul, heard during a phone call with a customer. Having suffered multiple times from customers who deliberately file malicious complaints after purchasing products, so-called 'black consumers,' Seo sighed with relief over the recent 'shrimp tempura refund abuse' incident. Seo said, "Unlike food sold in-store, delivery food can differ in taste and quality, so it is true that we need to pay attention," but added, "It is even more heartbreaking because it seems that some customers are exploiting the fact that store owners try to be attentive and respond actively."

Seo's store generates 90% of its sales through delivery platforms such as Baedal Minjok and Coupang Eats, which connect customers and restaurants via mobile. She explained that since COVID-19, it is no exaggeration to say that most of her livelihood depends on these platforms. Seo said, "Just because someone orders delivery silently from an unseen place doesn't mean there is no person behind it," and emphasized, "Basic courtesy should come before laws or regulations."

On the 25th, after visiting and calling seven restaurants in the Gangnam, Mapo, and Yongsan districts of Seoul, it was found that restaurant owners suffer dozens of unreasonable refund demands, abusive language, malicious reviews, and rating attacks every month. Kim (50, female), who runs a jjimdak (braised chicken) specialty restaurant, said, "The customer chose the wrong menu but asked for a refund," and added, "When I explained that the food was already prepared and offered a complimentary service instead, I was told, 'You're so annoying, damn it. I'm starving to death. What are you doing now? Are you kidding me?'" This customer gave the business a 1-star rating, and Kim said she was unable to work properly due to the insulting language.

Store owners have no proper defense against malicious reviews and ratings on delivery apps. Jang (38, female), who runs a dumpling specialty restaurant, said, "There was even a case where a customer claimed to have found plastic cut by scissors in the food, even though we never use scissors in the kitchen, and demanded a refund," adding, "It seems about 10 black consumers order delivery every month." She said, "Other than asking them to 'please refrain,' there is no way to respond to abuse and refund demands using reviews and ratings." Son Heeseong (39, pseudonym), who runs a pasta specialty restaurant, said, "Store owners operating on delivery platforms focus more on reviews and ratings than on the essential efforts such as food taste, service, and hygiene," and added, "They become overly obsessed with handwritten letters and review events, leaving the food itself neglected."

Kim Jongmin, Secretary-General of the National Franchise Store Owners Association, pointed out, "The review and rating system has an influence incomparable to basic store selection criteria such as distance, delivery fees, and discount events." The Franchise Store Owners Association and others are currently demanding stronger rights for store owners to respond to evaluations within delivery apps. These include deleting malicious reviews, supporting store owners in writing response comments, making reviews private, and separating evaluations of delivery and food quality. Kim Juho, Social Economy Team 1 leader at the People's Solidarity for Participatory Democracy, said, "Basic systems such as the Online Platform Intermediary Transaction Fairness Act need to be improved."