Millennials and Gen Z’ers are notorious maximizers — always looking for the BEST food, clothes, makeup, detergent, even romantic partners. And for better or worse, that leads to a lot of research before taking action.

Research can take many forms these days. The oldest form is word-of-mouth recommendations from friends and family. But with the advent of the internet, we can ask millions of strangers for their opinions too. That’s why online reputation is as important as ever for the restaurant industry.