Cafe Owner's Battle Against Fake Google Reviews: A 'Kick in the Guts' for Small Business
Angela Wikner, the dedicated owner of Doubletake Cafe in Toronto, has described a recent ordeal as a "kick in the guts" after her establishment was targeted by a series of fake one-star Google reviews. This hard-working mother-of-two, with three decades of experience in hospitality, found her award-winning business under siege during what should have been a bustling holiday period.
The Impact on a Community Hub
Doubletake Cafe, located on The Boulevarde in Toronto, is more than just a place for coffee. It is a cherished community space where locals are greeted by name and conversations flow freely. In 2025, the cafe earned the "Outstanding Cafe" award at the Hunter Local Business Awards, a testament to its quality and atmosphere. "Doubletake is more than a cafe, it's a space to find inspiration," Wikner proudly stated following the win.
However, in mid-December, the cafe's reputation took a hit when a string of suspicious one-star reviews began appearing online. Initially, Wikner tried to address the feedback constructively, even revising avocado storage methods after a critic likened their smashed avocado to "soup". Yet, as the reviews continued to pour in, it became clear that these were not genuine customer complaints.
Taking Action Against Deceptive Practices
Wikner and her team sprang into action, reporting the reviews to Google and seeking advice. The situation escalated when a review featured an outdated photo from before she owned the cafe, which was then digitally altered. Fortunately, a staff member captured screenshots as evidence.
In a bold move, Wikner shared the evidence on social media, calling out the fake reviews and encouraging the community to visit and leave honest feedback. The response was overwhelming, with posts garnering over 250,000 views and rallying support from Lake Macquarie and Newcastle residents.
Broader Implications for Small Businesses
This incident sheds light on a growing issue affecting small businesses across Australia. Fake reviews can devastate livelihoods, as seen with Hunter Belle Cheese, which also faced false accusations online. Wikner learned of another business owner who had to delete their Google profile due to an influx of AI-generated reviews.
The Australian Competition and Consumer Commission notes that writing fake or misleading reviews is illegal, though they primarily offer general guidance rather than resolving disputes. Wikner advocates for Google to provide business owners with the option to disable reviews, similar to Facebook's feature, to protect against such attacks.
A Call to Arms for Entrepreneurs
Despite the emotional and financial toll, Wikner remains resilient. "I want to let small business owners know that if they have this happen to them, call it out. Fight back," she urged. Her experience underscores the importance of community support and proactive measures in safeguarding local enterprises from online sabotage.
As Doubletake Cafe slowly recovers, with Google removing some of the fraudulent reviews, Wikner's story serves as a powerful reminder of the challenges faced by small business owners in the digital age.
