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1. Oobah Butler stressed the fact that people aren't that source critical when it comes to reviews, and decided to make a "fake" restaurant that didn't exist. All he had to do, was to have a phone, and some friends that could leave fake reviews of the restaurant. It was not long until famous stars and food reviewers wanted to book tables at this fine restaurant "The Shed". He kept going by telling everyone who called that they were fully booked, and after 7 months of fake reviews from his friends, he became listed as the top #1 restaurant in London where over thousands of other restaurants were listed.
2. It ended up with him actually opening during one night in his garden as a "PR" serving, where the food was free. Dishes served were pre-done meals such as microwaveable lasagna among others as instant cup noodles. What I found most amusing, was how the majority of the visitors were happily satisfied and claimed that they would love to come back. He could not be convicted of fraud, since he never charged anyone for the food.
3. He later confessed that the restaurant was fake, and the story blew up even more. He has now gotten interviewed and has even been on television about this story. The documentary by Vice is around 18 minutes, but it is totally worth the watch, see it here- http://www.ebaumsworld.com/videos/guy-trolls-people-with-his-restaurant/85572821/