In 2017, a freelance writer conned the foodies of London. He dreamed up a fake restaurant (called The Shed at Dulwich – a.k.a., the shed where he lived), photographed household objects in a way that made them look like appealing dishes and got his friends to write glowing reviews.
The Shed started out ranked as the 18,149th best restaurant in London. On the basis of those fake reviews and the intrigue surrounding the most exclusive (nonexistent) restaurant in town, The Shed ended up as the top-rated eatery in London, six months after it “opened.” The restaurant still didn’t exist.
The site where this con went down? TripAdvisor.