Human Interest

Posted by 1440 Staff

The Shed at Dulwich was a fake restaurant that became the top-rated eatery in London

In 2017, freelance writer Oobah Butler conducted an experiment in which he created a website claiming that his south London garden shed offered a unique fine-dining experience. Butler asked friends to write glowing reviews on Tripadvisor, made the restaurant open only by appointment, and allured audiences with mystery. As a result, hordes of people called and emailed to make a reservation at a restaurant that didn't exist.

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