Boundary Rooftop Review: The Spelling Is Wrong in the Listing

Boundary Rooftop Review: The Spelling Is Wrong in the Listing

There is an extra o in Rooftoop, it has been there for years, and it is the seventh typo in this survey

Boundary Rooftoop Bar.

Look at it. There is an extra o.

It has twenty-eight reviews and a 4.9, which is not a sample and which we will not use.

But the typo is real, and it has been there for a long time, and it is the seventh in this survey.

The typo tier

Six postcodes. Six hundred and twenty-one articles.

Te lion y unicorn, in Covent Garden – the royal coat of arms with the definite article amputated and the conjunction rendered, inexplicably, in Spanish. No rating.

ORIANI (Leadenhall ), in the City – with a trailing space before the bracket, permanently.

Bar Amercain, in Soho – missing a vowel, in a bar attached to one of the most beautiful rooms in London.

Seventy5th – a digit where a letter should be.

BNB Cafe and Bar Ltd Butter Bakery Bar and Cafe – nine words and a Ltd, which is two names welded together.

Inda Pubs Ltd – a pub filed under a company registration, with no reviews at all.

And Rooftoop.

Boundary Rooftoop. There is an extra o. It has been there for years.

Why nobody fixes it

Because the owner does not know, and because nobody has told them.

A business listing is created once, in about four minutes, by somebody who is doing eleven other things – and it is then never looked at again by the person who owns the business, who assumes it is correct and has no reason to think otherwise.

And it is, meanwhile, the single most-read piece of text about that business in existence.

It is on every map. It is in every search result. It is the first thing several thousand people a year will ever see about the place.

The four minutes

Read your own listing. Once. Out loud.

Check the name. Check the address. Check the opening hours, which are wrong on a startling proportion of them. Check that the photograph is of your building.

It takes four minutes and it is the highest-return four minutes available to any small hospitality business in Britain, and essentially nobody does it – because the listing feels like somebody else’s property.

It is not. It is the only shopfront most of your customers will ever see.

The rooftop

Which is the thirteenth in this survey, and which holds a 4.9 on twenty-eight reviews – and which will fall, because they all fall.

Nine of the twelve before it landed at 4.2 or below.

Altitude does not cost half a star. Expectation costs half a star, and rooftops are expensive.

Verdict

Twenty-eight reviews. Not a rating.

Go, and somebody, please, tell them about the o.

What one field would fix

We have said this in four postcodes and we will say it once more.

Every business listing form asks for a name. It should ask for two: the legal name, and the name on the door – and it should display the second, and it should trim the whitespace, and it should run a spell check.

It would cost nothing. It would take an afternoon.

And it would rescue a whole category of small, undercapitalised venues who filled in a form correctly, or nearly correctly, and have been quietly punished for it ever since.

Nobody is going to do it, because nobody who builds these systems has ever stood behind a bar at nine on a Tuesday wondering where everybody is.

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