Respond to a customer complaint about waiting time: bad vs good replies
What to say when a review complains about slow service, with a formula you can use after a busy bank holiday
To respond to a customer complaint about waiting time without putting off future customers, acknowledge the exact wait with no excuses, give context in one sentence at most, mention what you've changed only if it's true, and invite them back or to get in touch privately. Your reply isn't just for the person who complained: it's for everyone who reads it before booking.
Why waiting complaints spike on bank holidays
In Spain, long weekends such as the Pilar holiday in October push bars and restaurants to the limit: full dining rooms, a swamped kitchen and lots of first-time guests. Reviews like "it took an hour" are almost inevitable. They're often fair, and they're never solved by arguing.
The review
Picture this 2★ review of a tapas bar: "An hour for two small plates. Nice place, but I won't be back." It's short, polite and clear about what went wrong.
Before: the reply that scares people off
"It was a bank holiday and we were packed. If you don't like waiting, come another day." It may all be true, but it says the customer is to blame, the business doesn't care and it might happen again.
After: the reply that wins trust
"Sorry, Marta. An hour for two plates is too long, bank holiday or not. We've already added staff in the kitchen." Short, personal, specific, and it explains what has changed.
1. Acknowledge the wait, no buts
Start by agreeing where they're right. "An hour is too long" is worth more than any excuse. Skip the generic "sorry for any inconvenience" and name what happened.
2. Context yes, justification no
You can mention it was a holiday, but after apologising and in one sentence. Context helps people understand; a long justification sounds like "it's your fault for coming on a Saturday".
3. Say what you're changing, if it's real
Extra kitchen staff, warning guests about waiting times when they order, a shorter menu on busy days: say so. But don't promise what you won't do. If nothing has changed yet, invite them to get in touch privately. As Google's guidelines note, replies shouldn't share private information or attack the reviewer.
A formula for waiting-time complaints
- Thank them by name.
- Acknowledge the exact wait.
- One sentence of context, if it helps.
- What you're changing, only if it's real.
- Invite them back or to contact you privately.
Something to do today: agree with your team on what to say on the floor when there's a wait ("the kitchen is running about 30 minutes right now"). Warning people early prevents many of these reviews.
How HolaRevi helps
After a busy holiday you often face a pile of reviews at once. HolaRevi drafts a personalised AI reply for each one in your brand's tone, and you can check the negative ones before they go live. See our pricing page.
This article expands one of our Instagram carousels. Follow @holarevi for more tips on reviews and reputation.
Frequently asked questions
How do I reply to a customer unhappy about the wait?
Thank them by name, acknowledge the exact wait without excuses, add one sentence of context at most and explain what you've changed, only if it's true. Close by inviting them back or to contact you privately. Avoid blaming the customer or the busy day, which is what puts other readers off most.
Should I explain in my reply why the wait was so long?
Only in one sentence, and after apologising. Context helps people understand (it was a holiday, the kitchen was a person short), but a long justification sounds like you're blaming the customer. If you can delete that sentence and the reply still works, you're on the right track. What reassures readers most is hearing what you've changed, as long as it's true.