{"id":1126,"date":"2026-07-11T13:30:41","date_gmt":"2026-07-11T13:30:41","guid":{"rendered":"https:\/\/ilrickyverso.it\/?p=1126"},"modified":"2026-07-15T12:13:32","modified_gmt":"2026-07-15T12:13:32","slug":"the-shed-at-dulwich-tripadvisor","status":"publish","type":"post","link":"https:\/\/ilrickyverso.it\/en\/the-shed-at-dulwich-tripadvisor\/","title":{"rendered":"The shed that fooled London: the review scam"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>A foot. Bare, sweaty, resting on a plate like a fine steak.<\/strong>&nbsp;Someone photographed it for the non-existent restaurant&nbsp;<strong><a href=\"https:\/\/www.theshedatdulwich.com\">The Shed at Dulwich<\/a><\/strong>, he called it&nbsp;<em>\u201crefined dish based on eggs and meat\u201d<\/em>, and hundreds of people tried to book a table to taste it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#039;s not satire, it&#039;s not a nightmare:&nbsp;<strong>it really happened<\/strong>, in London, in 2017<sup><\/sup>. And if you&#039;re choosing a restaurant or hotel this summer based on TripAdvisor stars, this story should make you sweat as much as it did the owner of that foot.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Who Is Oobah Butler (And Why You Should Fear Him)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before becoming a respected author and documentary maker for&nbsp;<em>Vice<\/em>&nbsp;e&nbsp;<em>Channel 4<\/em><sup><\/sup>, the British journalist&nbsp;<strong>Oobah Butler<\/strong>&nbsp;he earned his living in a decidedly ignoble way: he wrote&nbsp;<strong>fake reviews on TripAdvisor<\/strong>&nbsp;on behalf of small restaurateurs<sup><\/sup>. They paid him about&nbsp;<strong>\u00a310 per review<\/strong>&nbsp;to praise dishes he had never tasted<sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Butler noticed one simple thing and&nbsp;<em>terrifying<\/em>: those completely invented texts had the&nbsp;<strong>royal power<\/strong>&nbsp;to move customers and boost turnover<sup><\/sup>. From there the cynical enlightenment:&nbsp;<em>If reviews can make a mediocre place successful, can they make a restaurant that never existed real?<\/em><sup><\/sup><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In April 2017 it was born like this&nbsp;<strong>\u201cThe Shed at Dulwich\u201d<\/strong><sup><\/sup>.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"577\" height=\"346\" src=\"https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/images.jpeg\" alt=\"\" class=\"wp-image-1129\" srcset=\"https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/images.jpeg 577w, https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/images-300x180.jpeg 300w, https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/images-18x12.jpeg 18w\" sizes=\"auto, (max-width: 577px) 100vw, 577px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Ingredients for a luxury place: shaving foam and a foot<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The \u201clocation\u201d was Oobah&#039;s studio apartment: a&nbsp;<strong>wooden shed<\/strong>&nbsp;in the garden of the house, in Dulwich, south London<sup><\/sup>. To register on TripAdvisor without arousing suspicion, he played the card of\u2019<em>exclusivity<\/em>: no precise address, only the name of the street, and the wording&nbsp;<strong>\u201cby reservation only\u201d<\/strong><sup><\/sup>. A \u00a310 burner phone, a minimal website, and the profile was ready.<sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The problem of the photos remained. No kitchen, no chef, but plenty of domestic imagination:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>An avant-garde chocolate dessert was actually a&nbsp;<strong>urinal sanitizing tablet<\/strong>&nbsp;painted and covered with&nbsp;<strong>shaving foam<\/strong>.<\/li>\n\n\n\n<li>The signature scallops were&nbsp;<strong>bleach tablets and dishwasher detergent<\/strong>&nbsp;placed on a damp sponge.<\/li>\n\n\n\n<li>The egg and meat dish, as you already know, was the&nbsp;<strong>sole of the foot<\/strong>&nbsp;of Oobah, positioned to simulate a premium cut.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The menu was divided not by courses but by&nbsp;<strong>\u201cmoods\u201d<\/strong>&nbsp;(<em>Lust, Empathy, Contemplation<\/em>)<sup><\/sup>, because nothing says hipster pretentiousness like refusing to call an appetizer an &quot;appetizer.&quot; On May 5, 2017, TripAdvisor approved the listing:&nbsp;<em>The Shed<\/em>&nbsp;enters the charts at the bottom of the London charts,&nbsp;<strong>number 18,149<\/strong><sup><\/sup>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/the-shed-at-dulwich-tripadvisor-edited-1024x576.avif\" alt=\"Il piede che regge l'uovo mimando un tagli pregiato di carne al The Sheld At Dulwich\" class=\"wp-image-1128\" srcset=\"https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/the-shed-at-dulwich-tripadvisor-edited-1024x576.avif 1024w, https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/the-shed-at-dulwich-tripadvisor-edited-300x169.avif 300w, https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/the-shed-at-dulwich-tripadvisor-edited-768x432.avif 768w, https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/the-shed-at-dulwich-tripadvisor-edited-18x10.avif 18w, https:\/\/ilrickyverso.it\/wp-content\/uploads\/2026\/07\/the-shed-at-dulwich-tripadvisor-edited.avif 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">The Shed at Dulwich&#039;s FOMO-driven rise<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">This is where the\u2019<strong>social engineering<\/strong>&nbsp;real. Butler coordinated a network of friends who began posting enthusiastic but intelligently written reviews: different computers, different IPs, and every now and then a&nbsp;<em>4 stars instead of 5<\/em>, just so as not to seem too perfect<sup><\/sup>. The fake customers described the rural atmosphere of the garden and the almost mystical experience of the dishes.<sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The phone started ringing<sup><\/sup>. The answer was always the same:&nbsp;<em>\u201cWe are fully booked for the next two months\u201d<\/em><sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And here is the implicit question that every London foodie should have asked himself:&nbsp;<strong>Why do we desperately want something just when it&#039;s denied to us?<\/strong>&nbsp;It&#039;s the syndrome from&nbsp;<strong>FOMO<\/strong>&nbsp;(<em>Fear of Missing Out<\/em>), and it worked better than any real marketing campaign<sup><\/sup>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Food companies<\/strong>&nbsp;They sent free samples by searching for the address on Google Maps.<\/li>\n\n\n\n<li><strong>Catering professionals<\/strong>&nbsp;they sent out CVs to get hired.<\/li>\n\n\n\n<li><strong>PR agencies<\/strong>&nbsp;They offered contracts promising to bring celebrities to the venue.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The&nbsp;<strong>November 1, 2017<\/strong>, after six months of systematic rejections and fabricated reviews,&nbsp;<em>The Shed at Dulwich<\/em>&nbsp;officially becomes the&nbsp;<strong>London&#039;s number 1 restaurant on TripAdvisor<\/strong>, surpassing over 18,000 royal, starred and historic venues<sup><\/sup>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Night of Madness (Based on Microwave Dishes)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With the page grinding to&nbsp;<strong>89,000 views per day<\/strong><sup><\/sup>, Butler decided to do the unthinkable:&nbsp;<em>open for a real night<\/em><sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He cleaned up the garden, set up warm lights and heaters, even built a&nbsp;<strong>fake chicken coop<\/strong>&nbsp;to let customers choose&nbsp;<em>\u201ctheir hen\u201d<\/em>how to handle lobsters in luxury restaurants<sup><\/sup>. A DJ was broadcasting&nbsp;<strong>pre-recorded sounds of a crowded room<\/strong>&nbsp;to cover the hum of the microwaves, while half the tables were occupied by actor-friends paid to loudly praise dishes they weren&#039;t even eating<sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Real customers?&nbsp;<strong>Blindfolded on the street corner<\/strong>&nbsp;and led to the garden to preserve the &quot;secrecy&quot; of London&#039;s most exclusive venue<sup><\/sup>. They were served lasagna and macaroni and cheese.&nbsp;<strong>frozen foods from discount stores<\/strong>, worth a couple of pounds, decorated with some edible flowers<sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The reaction?&nbsp;<strong>Nobody complained.<\/strong>&nbsp;Many praised the authenticity of the ingredients, called the experience \u201cwonderful,\u201d and tried to book for the following week.\u2019<a href=\"https:\/\/ilrickyverso.it\/en\/sei-mesi-senza-social-digital-detox\/\" type=\"post\" id=\"824\">expectation created by the algorithm<\/a> he literally had&nbsp;<strong>their sense of taste is turned off<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Can we trust what we read?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">After the evening, Butler revealed everything and TripAdvisor removed the page, declaring that&nbsp;<em>\u201cthere are no incentives in the real world to create fake restaurants\u201d<\/em><sup><\/sup>&nbsp;\u2013 a sentence that sounds almost comical, considering that they had just had proof of it right under their noses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But how do you hack an algorithm designed specifically to protect us? The answer is simpler and more disturbing than we&#039;d like: there&#039;s no need to hack anything, just understand that our judgment is often guided by what experts call&nbsp;<strong>\u201cinformation waterfall\u201d<\/strong><sup><\/sup>. It is the tendency to&nbsp;<strong>blindly trust the decisions of others<\/strong>, even when the crowd we&#039;re following doesn&#039;t actually exist at all<sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So this summer, as you scroll down the screen looking for the&nbsp;<em>\u201cbest restaurant in the area\u201d<\/em>&nbsp;or the perfect hotel, remember Oobah Butler<sup><\/sup>.&nbsp;<strong>Don&#039;t be guided only by the number of stars and the hype of the moment:<\/strong>&nbsp;Sometimes, behind a five-star rating and legendary exclusivity, there&#039;s just a guy in the garden heating up a frozen lasagna in the microwave.<sup><\/sup>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>A foot. Naked, sweaty, resting on a plate as if it were a fine steak. Someone photographed it for the non-existent restaurant The Shed at Dulwich, calling it a &quot;refined egg and meat dish,&quot; and hundreds of people tried to book a table to try it. It&#039;s not satire, it&#039;s not a nightmare: it really happened, in London, in...<\/p>","protected":false},"author":2,"featured_media":1128,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kb_optimizer_status":2,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[561,508],"tags":[],"class_list":["post-1126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-racconti","category-societa"],"yoast_head":"<!-- This site is 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