How to reply to a review about a long wait

A wait is the customer’s clock, not yours, so don’t argue the minutes. Say sorry for the wait itself, name the delay they described, and thank them for anything they liked about the rest. Keep it short, keep it true, and sign it with your name.

What to say

• Name the wait they mention. If they say 25 minutes past their slot, say you’re sorry they waited 25 minutes past their slot. Use their words, not a softer version of them.
• Say sorry for the wait itself. Just that. A plain “sorry you had to wait” lands better than a long apology wrapped in company language.
• Give a reason only if it’s true. A real reason can help, but only if it’s a reason and not an excuse. If you’re not sure it’s the whole story, leave it out.
• Thank them for the good bits. If they praised the cut, the food or the work, say thanks for that too. They took the time to be fair, so notice it.
• Invite them to get in touch. Google says you can ask a reviewer to contact you by phone, email or in person. Give them a way to do it, and keep the reply short, polite and professional.

What not to say

• Don’t dispute the minutes. “Our records show it was only 15” turns an apology into an argument, and the reviewer will feel it.
• Don’t blame a named colleague or the customer. “Dave ran late” or “you arrived after your slot” is a public reply, and everyone reading it will see you pointing fingers.
• Don’t promise it will never happen again. Unless you’ve actually changed something and the business has confirmed it, that promise is empty. If the next customer waits too, you’ve made it worse.
• Don’t offer a deal or a freebie in the reply. Google says not to use replies for deals or promotions. Keep it about the wait.
• Don’t write an essay. Long replies read like defences. Two or three sentences is plenty.

Example replies

Barber running late

Fictional example. Review, 3 stars: “Great cut but waited 25 minutes past my slot.” The business has no facts beyond the review.

Thanks for the kind words about the cut, that means a lot. I’m sorry you waited 25 minutes past your slot, that’s not the experience we want you to have. If you’d like to tell me more, please give the shop a ring. Callum

Restaurant on a busy Friday

Fictional example. Review, 2 stars: “Food took an hour on a Friday night. Staff seemed stretched.” The facts: the kitchen was two chefs short that night, and the owner is Aisha.

I’m sorry the food took an hour on Friday night, that’s a long time to sit and wait. You’re right that the team were stretched: the kitchen was two chefs short. That’s an explanation, not an excuse, and I’m sorry it affected your evening. Aisha

Electrician who didn’t turn up

Fictional example. Review, 2 stars: “Said 9am, turned up at 1pm, no call.” The business has no facts beyond the review.

I’m sorry you were left waiting from 9am until 1pm, and sorrier still that nobody rang to let you know. You should have had a call. Please contact us on the business number so we can talk it through properly. Sam

When the wait was outside your control

Sometimes the delay really wasn’t yours. A supplier let you down, or traffic on the way to a job ate the morning. Google’s advice is to explain what you can and can’t do without taking responsibility for things outside your control. So you can say a delivery arrived late from your supplier. But there’s usually a part you did control, like letting the customer know. Own that bit. “The van was held up, and I should have called you sooner” is honest on both counts, and it’s the second half that people remember.

Questions people ask

Should I give a reason for the delay?

Only if it's true and isn't an excuse. One short line, such as the kitchen being two chefs short, can help readers understand what happened. Never blame a named colleague or the customer, and still say sorry for the wait itself.

Will the reviewer see my reply?

Yes, the reviewer is notified when you reply. They can also still change their review afterwards, so a calm, sincere reply is worth getting right. Write it for everyone who reads it later too, not just the person who complained.

Should I report a review about a long wait?

Only if it breaks Google's policies. Google says not to report a review just because you disagree with it, and it doesn't get involved in disputes between businesses and customers. A complaint about waiting is a customer's experience, so a good reply does more than a report ever will.

How quickly should I reply?

Google suggests replying in a timely way, so don't leave it for weeks. Write yours while the detail of the wait is still fresh, keep it short, and post it. Google checks replies before they appear, which usually takes up to 10 minutes but can take longer.