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Restaurant Boss Fights Back: Rating Diners, Banning Entitled Elites!

BBG News

From the moment online restaurant reviews took the stage, it’s been us, the customers, who hold the reins. Delayed drinks or seating by the restroom? Bite-sized meals fit for a rodent? A single star and a few pointed remarks, and that dining establishment quickly learns its lesson.

however, the situation has reversed; meet Chris D’Sylva, proprietor of Dorian in Notting Hill, west London – said to be David Beckham’s preferred eatery – who, due to his frustration with arrogant patrons, now assesses them instead.

Instead of simply blacklisting, D’Sylva also employs an advanced, hidden mechanism for monitoring and evaluating the behavior of guests, ranking them based on their actions.

The outcome is a rewards system that, although unseen by the customer, influences the manner in which they are handled or served.

According to D’Sylva, who launched his upscale eatery in 2022, everything is logged in their system. Both positive actions and less desirable behaviors are recorded following the meal service.

In this setup, we categorize both the level of our appreciation for customers and their monetary worth, as well as assessing their potential for causing harm – similar to what many sales businesses do. We rank them in a multi-level system.

So what lowers your ranking?

According to D’Sylva, any signs of demanding or expecting special treatment are not tolerated. This includes requesting table changes, canceling reservations (which can’t be done at Dorian less than a week prior), making threats to post negative reviews, asking for freebies in return for positive reviews or social media mentions, and any other behavior that D’Sylva considers inappropriate. In fact, such behavior could lead to your immediate dismissal from the establishment.

‘I’ve bounced loads of customers before they’ve even eaten,’ says D’Sylva with some relish.

He mentions: ‘I’ve just realized they’re troublesome, requested them to depart, and they’re stunned, puzzled, their mouths gape open. It’s anyone who’s rude to us. We aren’t about being entitled. We aren’t about the Mayfair elite.’

When someone criticizes tables, my response is usually something like, “Each spot offers a great view, and if this one doesn’t suit you, feel free to move on. In fact, I think it’s best if you just go ahead and leave.

It seems that we’re referring to individuals who believe they hold influence. They may attempt to pressure or blackmail by promising negative feedback if their demands aren’t met. However, we do not succumb to such intimidation tactics.

If an unfavorable review appears online, his approach is to simply disregard them altogether as they haven’t responded before.

However, is this response an appropriate counteraction or a haughty disregard towards customers who are shelling out more than £100 per person?

There’s high interest for a table at Dorian, a restaurant that has just been awarded a Michelin star. It’s frequented by celebrities such as the Beckham family, football commentator Gary Lineker, singer Lily Allen, and DJ Nick Grimshaw. In fact, they all attended TV personality Miquita Oliver’s 40th birthday party at Dorian last year.

As an utterly dedicated admirer, let me share my experience: I’ve taken the reins at this restaurant, but it’s essential to maintain a pleasant dining atmosphere for all patrons. That’s why D’Sylva only accommodates parties of up to four per table to ensure everyone enjoys their meal undisturbed. To secure your spot, there’s a £25 deposit per person required – an investment well worth it, as the data shows that your spending drops significantly when you exceed a group of four. In his own words, ‘The numbers don’t lie; you spend half as much when you stick to a table of four.’

Regarding those who insist on having their desires fulfilled immediately without regard for others, they’re often found to be inefficient and unwelcome guests. Some patrons may prefer not to place their entire order at once, instead choosing to order piecemeal. However, they soon find out that such an approach isn’t feasible.

He firmly asserts, “Such capricious decisions aren’t effective. It’s not about your personal control; it’s about ours. We are the ones who manage the restaurant, and we need to do so in a manner that ensures top-quality food for all customers consistently.

An Aussie straight-talker like D’Ssylva saves his strongest criticism for a contemporary type of restaurant-goer: the social media food enthusiast who doubles as an influencer, individuals that he has prohibited.

The problem with these guests, he says, lies in the sheer cheek of their requests. 

Instead of collaborating, they propose using their online platform or brand in exchange for certain perks. Specifically, they plan to bring lighting equipment, a camera tripod, and will request complimentary meals. More specifically, they’re interested in sampling their renowned crab rosti, with the intention of capturing it on video for social media engagement (likes).

In the early stages, I encountered individuals who would establish a ring light, a tripod, and engage in discussions directly addressed to the camera, all while dining alone at a table. Frankly, it felt a tad unusual. Our patrons would exchange subtle, curious looks amongst themselves.

He politely declined all collaboration proposals from influencers regarding the restaurant, until the initial trickle of such requests on social media turned into an overwhelming flood.

‘How I feel, the way I really want to respond, I can’t put in writing,’ he tells me.

Recently, he openly tackled the problem on influencers’ preferred platform, by posting on Dorian’s Instagram: “Hey ‘Internet Charmers’, please refrain from flooding our DMs with unwanted food offers. If you persist, you will be barred from visiting the restaurant. #immediateban.

He previously avoided expressing his opinion openly about the matter. However, due to the need to safeguard our regular patrons who find this type of culture abhorrent, he now feels compelled to state his firm position on it.

It is the word ‘collaboration’ that offends D’Sylva the most.

I can’t help but notice,” I exclaim, “how often that term gets thrown around, but in truth, it’s just a disguise for seeking handouts under the guise of something else. After all, as they say, there’s no such thing as a free meal – or to put it more bluntly, as D’Sylva puts it, ‘there’s no free lunch’.

The message is straightforward. To enjoy a meal at this restaurant, simply make a payment. If you prefer not to, you might want to explore other dining options instead.

Others may perceive his approach as overly assertive, yet D’Sylva justifies it as a means of safeguarding the 60 exceptionally skilled team members who deserve respect, as well as the frequent customers who prefer an undisturbed dining experience free from uninvited behavior.

He’s equally battling against last-minute cancellations and does not tolerate them less than a week before: “You should consider restaurant bookings similar to concert tickets or flight bookings,” he explains. “Once you reserve that spot, it’s no longer available for anyone else to take.” He continues, “Even if the place is 80% full every day of the week, it barely covers costs, which is why there’s a strict policy regarding reservations.

On the other hand, the consistent patrons, often referred to as “regs” by D’Sylva, hold a prestigious status within Dorian circles. These regulars benefit from hidden privileges in exchange for their loyalty and have access to exclusive group conversations that provide a direct connection with the establishment’s owner.

Regular visitors are given first preference here. The rule is straightforward: if you frequently visit, express affection for us, and bring in loyal guests or impressive individuals from cities like Los Angeles, New York, or Paris, then you will definitely be given priority.

In this setting, there are separate chat groups for wine enthusiasts, high-ranking individuals, and regular members. Interestingly, D’Sylva maintains communication with the personal assistants of globally renowned figures.

In these chat groups, D’Sylva typically distributes invites to select gatherings. The latest one took place at Oberlech ski resort in Austria last February, catering to both wine enthusiasts and skiers alike.

As a valued member of our exclusive group chat, I get the unique advantage of reserving a table at 8:30 PM, an option unavailable to the general public. Surprisingly, this time slot doesn’t even show up when searching online.

He proposes, “Let’s notify everyone, ‘A table for four is available at our 8:30 PM seating. Is anyone interested? This message is intended for our frequent diners.’

D’Sylva does not name any celebrities who walk through Dorian’s doors.

‘They come to us because we don’t do that,’ he says.

In my perspective, I don’t use the term “celebrity” casually; instead, I refer to certain individuals as “people of influence.” This categorization determines who gains access to certain circles or opportunities.

As a lifestyle expert, I’d express it this way: “The individuals who possess substantial impact in our society are those who excel in their respective fields, be it as pop stars, actors, bankers, or film producers. They have reached the pinnacle of success, and this is why they carry influence. However, they are not mere trendsetters; they’re talented professionals who have earned their positions.

It seems that online opinions about Dorian are quite varied. While he has garnered a Michelin star, Google reviewers rate him 3.9 out of 5, Tripadvisor gives him 3.5 out of 5, and SquareMeal only provides two stars (with only six reviews available on the site). It’s intriguing to consider if D’Syvla might have removed all negative reviews in some way.

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2025-03-12 06:05

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