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You two are down here.
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The Shed is the number one rated restaurant in London.
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You've got every foodie, celebrity, and blogger in the city trying to get a table.
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The problem is... until now
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It didn't exist.
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It's fake website explained that they don't have a traditional menu per se
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"Instead of meals our menu is comprised of moods"
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For seven months, Vice reporter Oobah Butler tricked Trip Advisor.
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It's like you blink and you're in the Groucho.
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Can you believe that you managed to get to number one?
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You became the number one restaurant in London.
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After the Shed news hit the headlines, I spent...
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20 hours doing interviews back-to-back. In the Times
14
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"Tory-graph," in the Evening Standard as a cultural reference
15
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It's an extraordinary story, a jaw-dropping story.
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Susanna Reid told me off on Good Morning Britain.
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It's a very naughty thing to do!
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My first writing job was writing fake reviews for restaurants. I would do that and they'd give me a tenner . Boom!
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Businesses' fortunes would genuinely be transformed.
20
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That made me see TripAdvisor as like a false reality that everyone took completely seriously
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Over the years. I just thought the only bit of TripAdvisor that is unfakeable is a restaurant itself
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And one day I thought
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Ah, maybe it is actually fakeable
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I've been living here for about a year and a half. I'm paying 800 pounds a month for it
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Over here. This is the bedroom. This is where I work. This is the kitchen. Two hobs here, got an oven there.
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This is gonna be the site of the fictitious restaurant 'The Shed at Dulwich'
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I want to get The Shed at Dulwich to number one on TripAdvisor
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So how am I gonna do this? Over the next few months, I'm gonna get my friends to write fake reviews
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They're going to pretend that they've been at The Shed at Dulwich and they had an amazing time
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But what's important in that is that... You know if one person was to say "Oh the steak and kidney pie was amazing"
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And then another person said "It's the best vegan restaurant in South London"
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Then it would make no sense would it, so you need consistency pointers.
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1. You eat outside
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2. It's weird as fuck
35
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3. It's homely (which means tiny)
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And 4. It's an appointment-only place because imagine if people start showing up here
37
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To get verified on TripAdvisor you need a phone
38
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This is gonna be my trap phone and you know
39
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The Shed at Dulwich now has its landline.
40
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I needed a website. The Shed at Dulwich dot com.
41
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Some photos that did the trick.
42
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Okay so today I've been doing
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The photos of the food that we're gonna serve at the shed
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For starters we have the pan fried shallots
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With a side of seafoam seasoned with some parsley
46
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Pan-fried toilet blocks power blocks.
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Really douse that in honey 'cos you know, it's a bit sour
48
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and you end up with something like this!
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For the main it is our very own ham hock
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Ham hock
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smears of
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honey... and seasoning
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People don't order meals, they order moods instead
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"Love": a meal that makes your heart swell
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I remember this because I was like trying to do a meal that would give you a heart attack
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"Contemplation" a deconstructed Aberdeen stew served with a warmed beef tea
57
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Can I have "Comfort" please? It said it was served in a 600 TC (thread count) Egyptian cotton ball
58
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Laughing at my own jokes. Really appealling for my character. All right.
59
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"Lust ": Rabbit kidneys on toast seasoned with saffron and an oyster bisque served with a side of the pomegranate souffle.
60
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That wasn't that funny.
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The Shed at Dulwich was officially verified on TripAdvisor
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This is one of the reviews that was left on the Shed at Dulwich
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This is the kind of tone of the review this was like spot on
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if you enjoy chef's table, you'll love it here.
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As the Sun was setting we were offered blankets
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We politely declined (one had a stain on) but a nice touch. Adds to the alfresco feel!
67
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Well.. we are kind of booked up on weekends up until... for the next sort of six weeks.
68
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The more reviews that went up the more buzz developed
69
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the higher it climbed and the more people called me.
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Tonight is fully booked.
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We are fully booked today.
72
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Pretty damn sure that's gonna be fully booked
73
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Worth the wait! There's a fantastic rustic feel to it. The mood system is revolutionary. I went for horny and was not disappointed
74
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You want a table for four on Christmas Day
75
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Unfortunately, we are fully booked that day
76
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I've just had an email from a young
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results hungry PR agency who want to represent The Shed
78
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It's actually going alright on my own!
79
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I mean, I'm rising up the rankings on TripAdvisor
80
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But I'm starting to think that maybe we should see what they'll bring to the table
81
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The call starts in ten minutes, so I not only have to look a way that represents the Shed
82
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I have to speak a way that represents the Shed and become a man who represents the Shed.
83
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I don't actually know... What's the best hat for this?
84
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They're just gonna know thats not
85
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*unintelligible*
86
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No fuck it. I'm wearing this.
87
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Steven... Steven Miller The Shed at Dulwich
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Hello, this is Joshua. Can I see you at all, can you see me? - .
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Absolutely, I like your hat
90
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Ah. Thank you.
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Tell me about yourself.
92
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I want to make the Shed at Dulwich the hottest spot in
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London the shining shit, you know
94
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I want to give them a taste and then go in a dip and go dip in go
95
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Into the garden kind of raw rural feeling, but mad so I know it's a lot to ask of you right now
96
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But what would be your instinct here?
97
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That would be great. Well, how would you go by inviting people to something like that?
98
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We could that would be fantastic
99
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Do you think I'm cool?
100
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We just run a real restaurant, it's not hard thing to do.
101
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Thank you so much.
102
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[Uhhhh]
103
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We're at number 121
104
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It just keeps on getting more ridiculous. TV execs are trying to use their work emails to get tables at the restaurant
105
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How many?
106
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Instagram followers do you have
107
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Sorry do you mind if I just....
108
00:08:09,689 --> 00:08:11,689
How many Instagram followers do you have
109
00:08:11,999 --> 00:08:17,868
Okay, great. I can't see why not ,Wednesday looks great. Hello. Sorry about that. Just had another call through
110
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We're fully booked on Wednesday, sorry
111
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Sorry that's someone that we knew
112
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(ewwww)
113
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Hundreds of people have tried to get a table here. I've not given one of them a table.
114
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And that is driving them mad. - It'll be quite an erotic shoot going on in the restaurant
115
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(Lady on phone)Yeah, yeah.
116
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Would you be comfortable with that?
117
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No, sorry yeah, we are fully booked that night
118
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Things like started to get a bit out of hand, people were applying for jobs at my non-existent restaurant
119
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People start using Google Maps is an estimated location in my house to send packages to my house
120
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If people actually know where I live, does that not become dangerous? like it seems, and that's like maybe going on the path to like
121
00:09:13,520 --> 00:09:15,520
the wrong kind of prank
122
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Aah
123
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It's number one
124
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At 18,000 restaurants in London. Like any of the Michelin stars are, it's rated better.
125
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It doesn't even exist
126
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It's a quarter past ten, and my phone literally hasn't stopped ringing for the past
127
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five hours
128
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It's been like this like most nights now. I haven't I can't see any other logical end to this now apart from
129
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Giving the people what they want and just opening the thing and just making it exactly the restaurant that I've created in everyone's minds
130
00:10:04,540 --> 00:10:06,599
Okay, I'm celebrating because
131
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after seven months of like lying
132
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Constantly to anybody who rings his phone. I'm actually gonna not let somebody down
133
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And we do have a table on the 17th if you want to come in
134
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Hi there, the Shed at Dulwich.
- You actually exist?
We're the Banksy of the flower on the restaurants
135
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It's tonight
136
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*chuckles*
137
00:10:38,940 --> 00:10:39,640
138
00:10:39,640 --> 00:10:46,680
Right so we're gonna turn my garden into something that can pass for the best restaurant in the whole of London
139
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And we're gonna serve real food to real customers, and I've got fuck all money to do it. This is the
140
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uhh
141
00:10:54,190 --> 00:11:00,209
Electric heater. I just managed to get from people down the road so like you know a fancy restaurant you have like
142
00:11:00,790 --> 00:11:06,480
Lobsters and you can pick your own lobster the Wendy house in my garden should be filled with chickens
143
00:11:06,580 --> 00:11:08,849
The reviews all describe how
144
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All the other food is homely
145
00:11:14,350 --> 00:11:20,790
Probably gonna be microwave lasagna now does this look man good I
146
00:11:23,860 --> 00:11:25,860
I grew up eating ready meals
147
00:11:26,170 --> 00:11:30,599
So why don't we serve ready meals and dress them up with like micro herbs, edible
148
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flowers and stuff like that so that they don't know the difference
149
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The Shed at Dulwich is stocked up, baby
The cost price per dish is one pound
150
00:11:40,899 --> 00:11:45,779
But I didn't wanna get sued so I ended up basically just saying that it was like a pressed night
151
00:11:45,779 --> 00:11:47,779
So we just didn't charge for anything
152
00:11:48,910 --> 00:11:53,639
we're just trying to put the fucking thing together like we've got to go and get all the tables and chairs which are in a
153
00:11:53,680 --> 00:11:56,880
Cafe up, it's gonna be up five trips because his car's tiny
154
00:11:57,800 --> 00:12:05,760
T-minus fifty three minutes until the first people get here, and we're just trying to lay out the place and make it like...warm, this is pretty warm
155
00:12:05,760 --> 00:12:10,460
I'm going to be helping Oobah serve food, or the ... the moods?
156
00:12:11,400 --> 00:12:14,880
You just tell them what we can do they look like they're in and you one of my sell
157
00:12:15,430 --> 00:12:17,430
The fact that the food looks a bit shit
158
00:12:21,120 --> 00:12:27,040
Chicken man just got here. Trevor, the chicken man. He's like the animal handler for the stars what are their names
159
00:12:27,240 --> 00:12:28,900
Henrietta and Poks poks.
160
00:12:29,100 --> 00:12:30,060
Henrietta and ?
161
00:12:30,060 --> 00:12:31,740
Poks poks. You can try that one if you like.
162
00:12:31,920 --> 00:12:32,420
Ah fuck
163
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They're brown chickens. Carefully selected.
164
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You're not going to eat them or anything, are you?
165
00:12:36,480 --> 00:12:38,480
No, I'm gonna tell people that they count like
166
00:12:39,220 --> 00:12:46,040
He was to handle the chickens in a way that no one would realize that he was anything to do with the chickens
167
00:12:46,960 --> 00:12:48,960
Ahaha Hello
168
00:12:54,280 --> 00:13:02,200
There was DJ Sambience who literally just playing the sound of a restaurant and had a trigger pad for a microwave ding
169
00:13:02,200 --> 00:13:03,230
[Ding]
170
00:13:03,230 --> 00:13:05,050
Does it - do we want it to be like a real restaurant?
171
00:13:05,050 --> 00:13:08,169
So it's gonna sound like one isn't it and we've got the visual and sound
172
00:13:08,959 --> 00:13:11,859
I'd really hate to look stupid. I'm doing this.
173
00:13:13,160 --> 00:13:20,800
Feel like seven tables we had over like half of them were like filled with actors loudly expressing our how delicious their food was
174
00:13:20,800 --> 00:13:21,940
Ohhh delicious!
175
00:13:21,940 --> 00:13:26,160
So I wanted to create that same psychological space as TripAdvisor you guys are up there
176
00:13:28,660 --> 00:13:30,660
So we got the ladder here
177
00:13:30,709 --> 00:13:33,518
First ever customers for the shed at Dulwich have arrived
178
00:13:33,950 --> 00:13:38,950
Do you want to just wait at the intersection of ethros tree and freeIn road and we'll be with you in about five minutes
179
00:13:38,950 --> 00:13:40,760
It's okay
180
00:13:40,760 --> 00:13:44,439
Great, I don't know what I should use as blindfolds? Shirts
181
00:13:44,440 --> 00:13:49,779
I decided to put blindfolds on because people in London seem to absolutely adore
182
00:13:50,300 --> 00:13:52,300
Novelties. Put these weird blindfolds on
183
00:13:52,760 --> 00:13:54,760
Are you okay with this? and
184
00:13:55,160 --> 00:14:02,290
Because the first half of my garden is an absolute dive okay watch out. There's a quite disgusting mattress on the floor there so
185
00:14:03,589 --> 00:14:07,719
Yet step there. This is the longest I've ever held someone's hand
186
00:14:16,249 --> 00:14:18,249
Sorry
187
00:14:20,149 --> 00:14:22,149
You can hear, it´s getting closer
188
00:14:24,360 --> 00:14:27,439
So this, for all our american friends, is the New York eatery
189
00:14:31,290 --> 00:14:36,290
Yeah, take your blindfolds off. So this is the shed at Dulwich
190
00:14:47,200 --> 00:14:51,920
I sat them down, get them some drinks and stuff, and then like Trevor gets a chicken out
191
00:14:52,860 --> 00:14:53,600
[ Woman Screams]
192
00:14:55,840 --> 00:15:01,320
Do you want to put... I'm sorry... Trevor are you okay to put that chicken away?
193
00:15:07,310 --> 00:15:09,310
Trevor you're a fucking nutcase
194
00:15:10,880 --> 00:15:16,441
You kind of don´t get to choose, no, it's kind of dependent on your moods, but I sort of work it out and
195
00:15:16,441 --> 00:15:18,580
I´ve already worked it out for you guys.
196
00:15:27,680 --> 00:15:29,200
Did you enjoy the food?
197
00:15:29,200 --> 00:15:31,280
Yeah, really really good.
198
00:15:34,520 --> 00:15:40,620
So we've got a beautiful vegetable lasagna for you. The chef has foraged these delights.
199
00:15:40,629 --> 00:15:44,160
On top of that, just a beautiful little garnish. Quite particular to you guys tonight
200
00:15:45,560 --> 00:15:46,120
Namaste
201
00:15:48,660 --> 00:15:50,100
- I´ve been trying to like, get hold of them for...
202
00:15:50,860 --> 00:15:56,080
Maybe two months and then they said they had a table tonight. So we just came down.
203
00:15:56,640 --> 00:15:57,820
And it´s like really unique
204
00:15:57,820 --> 00:16:01,820
-It's in the Shed. It´s quite hard to get a table.
205
00:16:02,820 --> 00:16:03,960
Quite cool
206
00:16:03,960 --> 00:16:08,640
-We saw a couple of photos online that people had posted,
207
00:16:08,680 --> 00:16:13,560
It just looked really interesting and we're down to try London food
208
00:16:13,560 --> 00:16:15,560
[Music]
209
00:16:23,120 --> 00:16:28,200
- Was very different, new, something that´s not in the States.
210
00:16:28,200 --> 00:16:35,100
- It felt like ... Something I had maybe a when I was like a kid. - Soup out of a mug
211
00:16:35,520 --> 00:16:36,860
It´s like a wartime classic
212
00:16:40,960 --> 00:16:45,260
Yeah, it's a good experience. I'd definitely recommend. Would you come back?
213
00:16:46,200 --> 00:16:48,840
Hi guys can I get you any refills or anything?
214
00:16:51,020 --> 00:16:54,440
Okay great, just give me a shout if you need anything alright? - Thank you very much
215
00:16:55,760 --> 00:16:57,760
Okay guys
216
00:17:03,320 --> 00:17:05,859
You can definitely take the negative perspective here
217
00:17:05,859 --> 00:17:08,228
and be like "oh well God if this guy can fool the world that
218
00:17:08,420 --> 00:17:14,109
a collection of chairs outside of the shed that he lives in his garden is like London's top rated restaurant then
219
00:17:14,720 --> 00:17:16,010
We're fucked"
220
00:17:16,010 --> 00:17:19,780
And people don't trust their senses above what they read online anymore
221
00:17:20,990 --> 00:17:25,359
But, if I can get my shitty and overpriced shed that I live in
222
00:17:25,819 --> 00:17:30,039
in Dulwich to the number one rated restaurant in London
223
00:17:31,130 --> 00:17:33,130
Anything is possible
224
00:17:34,880 --> 00:17:38,400
- It´s a random place, isn´t it,but it´s kind of cool
225
00:18:01,440 --> 00:18:04,160
[laughing] They just tried to book again
226
00:18:05,380 --> 00:18:08,320
They tried to book again
227
00:18:13,820 --> 00:18:15,820
Four of the six!
20537
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