The Fake Restaurant That Fooled London and Made Headlines Worldwide
Imagine scrolling through TripAdvisor and stumbling across a hidden gem — a secretive, high-end restaurant tucked away in a quiet corner of London. No address. No phone number. Fully booked for weeks.
Sounds exclusive, right?
Well, what if we told you it never existed?
Welcome to the bizarre, hilarious, and totally true story of The Shed at Dulwich — a completely fake restaurant that became the #1 rated eatery in London on TripAdvisor.
Yes, really.
The Man Behind the Hoax
This genius prank was the brainchild of Oobah Butler, a freelance writer and part-time TripAdvisor fake review writer (yes, that was a real side hustle).
He’d previously been paid to write positive reviews for restaurants he’d never visited. That experience gave him a ridiculous but brilliant idea:
“What if I created a fake restaurant, got it listed on TripAdvisor, and made it the top-rated place in London — without ever serving a single meal?”
And so, in early 2017, The Shed at Dulwich was born.
The Concept: Vibes Over Reality
The “restaurant” was supposedly based in Butler’s garden shed in south London.
He invented a whole menu based on moods instead of ingredients. Dishes had names like:
Lust: A charred aubergine with whipped cream and rose petals
Empathetic: Vegan clams in a clear broth
Contemplation: A single mushroom served on a wooden slate
He took photos of these “dishes” using household items — like shaving foam and bleach tablets — and made them look suspiciously gourmet.
The vibe? Secretive, hyper-exclusive, and totally pretentious.
It worked.
From Zero to Number One
He set up a TripAdvisor listing, created a burner phone number, and started dodging calls by claiming the restaurant was “fully booked for the next six weeks.”
He also enlisted friends to write glowing, over-the-top reviews.
The results?
Within weeks, calls started flooding in from people begging for a booking.
Brands, PR agencies, and influencers were trying to collaborate.
Foodies were offering to work for free.
One couple even claimed they’d heard about it “through word of mouth.”
By November 2017, The Shed at Dulwich hit the #1 spot on TripAdvisor in all of London — out of over 18,000 real restaurants.
Let that sink in.
The Grand Reveal
After six months of deception, Butler revealed the truth in a viral article and video for Vice.
But before going public, he decided to take the prank one step further.
He opened the fake restaurant for one night only.
He bought cheap ready meals from Iceland, spruced them up with herbs and edible flowers, and served them to real customers — who raved about the experience.
None of them suspected a thing.
Why Did It Work?
The Shed at Dulwich wasn’t just a prank — it was a masterclass in digital manipulation and social psychology.
Here’s why it worked:
Exclusivity: “Fully booked” made people want it more.
Mystery: No address? Must be special.
Photos: Slick (if fake) visuals sold the illusion.
Hype Culture: In the Instagram age, if it looks good online, it must be legit.
Review Obsession: We trust ratings more than our own instincts.
It was a mirror held up to modern food culture — and it worked too well.
TripAdvisor’s Response
TripAdvisor took the prank in good humour but defended their platform:
“It’s a unique case — not something that could be easily replicated. The popularity of The Shed was built on fake bookings and false exclusivity.”
Still, the story forced people to question how much online reviews and rankings really matter — and how easily they can be gamed.
Final Thoughts: What It Taught London (and the Internet)
The Shed at Dulwich didn’t poison anyone or scam customers.
But it proved something uncomfortable:
Sometimes, we don’t care if it’s real — as long as it feels exclusive.
In a city overflowing with “hidden gems,” “invites only,” and “secret supper clubs,” this fake restaurant got to the top without serving a single dish.
It was the perfect London hoax — clever, cheeky, and painfully on-brand.
And it’s now part of the city’s modern folklore.
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