In London, there is such a famous Internet celebrity restaurant, "The Shed".
There is no traditional menu, and diners have no idea what they will eat before arriving;
No one knows the address of the restaurant. Before entering the store, diners will be asked to walk a long way blindfolded;
Review website However, it has been praised one after another, with customers saying that "the food is comparable to Michelin"...
With its unique and delicious characteristics, "The Shed" has become the number one restaurant in London in just a few months since its opening!
Celebrities, gourmets and bloggers from all walks of life have made numerous calls to make reservations, but they have not been able to book a seat here ~
All the gourmets in London want to try the food here, but what they don’t know is...
" The real reason behind “It’s hard to find a meal” is that this restaurant doesn’t even exist!
The most successful "food scam" in British history
Yes, this restaurant called "The Shed", is a complete scam.
Butler, a British boy, decided to play an ironic prank after graduating from college.
Previously, this guy’s first job was writing false positive reviews for restaurants on food review software.
After writing this, he had doubts about all the restaurants with popular reputations:
"Review software is like a fictional world. Except for the restaurants, everything else can be faked..."
However, one day, he suddenly had a bold idea - What if even the restaurant was fake! ?
Relying on pictures and false propaganda alone, can a restaurant that does not exist at all become the number one restaurant on the Internet?
Just do it! The little brother immediately set out to create a "fake restaurant" that was popular all over London~
First, we had to create a tall "storefront".
A poor guy rents a small wooden house with a yard in the suburbs of the city. The environment is really miserable.
There is only a small dim bedroom in the house, and the kitchen is separated by a curtain;
The yard in front of the door is overgrown with weeds, and some wooden boards are rotten and deformed...
I can't take high-end photos indoors, so I had an idea. simply positioned the restaurant as a "garden private kitchen".
I believe that the dilapidated courtyard can be "transformed" into a European-style open-air garden under the powerful P picture!
"Look, you have a yard at home. It's normal to raise some chickens and ducks..."
Now the food has a selling point. Self-grown fruits and vegetables and self-raised livestock are used as ingredients. The original ecology is healthy enough! (Green food can be sold more expensively)
In order to prevent customers from actually coming to the door and expose all this, the restaurant announced that it adopts "member reservation system" ;
The address is not disclosed online, and reservations can only be made by calling the store. Only then will the address be sent to the customer privately.
Then, you only need a set of attractive enough pictures to enter the review website~
The little brother's "faking" method is also very fierce:
The appetizer "Parsley Fried Onions" looks like French exquisite cuisine;
It's actually toilet cleaning block + paint + honey... (True Hell's Kitchen)
The chef's special main dish, "honey braised pork leg"
is really the "chef's" own leg!
takes a closer look at the "pain points" of urbanites who are nervous and stressed.
launches a mysterious "soul package" to add emotional value to food.
This is a "love dish" that will make diners' hearts skip a beat. They may even have a heart attack after eating it!
After eating the so-called "contemplation set meal", customers should think deeply about why they should be treated as such...
When the menu is ready and the promotional photos are taken, The Shed's private cuisine is "officially opened"~
Brother found a bunch of friends to help the "restaurant" get good reviews.
also told them not to exaggerate too much, which would make it obvious that they were fake. To be true, the praise should be somewhat lacking.
The more false positive reviews there are, the higher the ranking of The Shed restaurant on the website.
In just one month, my phone number has been flooded with netizens who queue up to make reservations.
Of course, it is impossible for him to get anyone to actually make a reservation...
The brother lied about the reservation and spread the illusion that the restaurant is popular.
takes advantage of people's herd mentality to make more curious people. of customers are flocking to The Shed.
As its fame grows, the ranking of restaurant on the website has also risen from 120th in the first month to the first place.
An Australian airline called, hoping to cooperate with "The Shed" to produce a promotional video to be played on planes around the world;
There is also a reporter who hopes to contact the chef of this restaurant for an interview...The Shed is completely popular!
An out-of-control prank
"Fake it true"
To my surprise, this absurd prank gradually got out of hand...
The mysterious The Shed aroused the public's rebellion Anti-psychology, The less people can eat, the more You have to work hard to find a way to eat it!
Some netizens compared the garden photos on the website through Google map and found the address near my brother's home;
Some people tried to wander near the address to find out;
A food supplier sent it according to the address. Some food samples, seeking cooperation;
There was even a government official who called the guy and said he hoped "The Shed" would open to his newly developed neighborhood...
This scared the guy! Once exposed by netizens who come to visit him, he cannot afford the anger of many netizens.
It seems that this fake restaurant has to really "open" again.
Among the 5.14 million people queuing up for reservations, the little brother announced that he had selected 24 lucky people to try it for free (he did not dare to charge for this meal~)
He hurriedly cleaned up the messy backyard and asked his neighbors to borrow some. Decorate the tables, chairs, and lamps;
also found a dedicated chicken farmer and borrowed a few chickens to display in the yard;
As for the food in the restaurant, just buy fast food in the supermarket , after all, I am myself I have never cooked...
When the first batch of "lucky people" followed the instructions, they arrived at the intersection near my brother's house.
Brother sent his friends to pretend to be "employees" and asked everyone to blindfold themselves and help each other to the "restaurant".
The moment the customers took off their blindfolds, the show started~
"High-end cuisine" made from fast food was elegantly served to the table↓
Half of the customers present were shills invited by the younger brother↓
daytime The messy courtyard turned into a warm "European-style garden" under the bonfire at night ↓
The " free-range chicken" freely shuttled in the courtyard. Although they did not eat it, the "ingredients" still had to be displayed↓
Good Although the conditions are simple and the cost is extremely low, the atmosphere is really well created.
A restaurant that didn’t even exist opened for one night...
The customers were very satisfied. Some people even wanted to book a seat for the next time as soon as they finished eating~ (Please wake up!)
"Actually, there were many unreasonable details during the meal, but no one pointed it out. People are more inclined to believe the content presented online than their own senses."
The prank finally came to an end, and the little brother decided to take the initiative to disclose all the details to the outside world. Tell me about your experiment.
For a time, the media exploded!
The food review website has been pushed to the forefront, but they still say: I have nothing to lose.
More than 20 media including the British " Times " lined up to interview Butler;
He became the headlines of major news websites, and also accepted an exclusive interview on the TV station...
The host said that this is not only An extremely successful prank and an intriguing social experiment.
Brother revealed to people how guiding the opinions on the review website are -
People's fanatical worship of the fake restaurant "The Shed" has slowly formed a common "belief" among the group.
Even if there is no real store, few people will still question it;
Most people are more inclined to participate in it, so that their actions and judgments are in line with public opinion.
It can be seen how valuable it is for to be able to maintain the independence of his own thinking when one voice is overwhelming.
Picture source/Bilibili @huojiujianxilie
Writing and editing / Mao Nanbei
Editor in charge / Honey
