"The Lao Guang Restaurant under the overpass is so delicious, with a rating of only 3.9." "This kind of small shop has two tricks"... Recently, young people have become popular with a "reverse check-in" trend: not only rating, taking actual photos of the food, mining food, and instant reviews, but also exploring low rated restaurants and sharing their experiences on social media. ". Why are low scoring small stores experiencing "reverse check-in"? In a trendy phrase, it's not that high scoring restaurants can't afford it, but that low scoring small shops are more cost-effective. Undoubtedly, compared to high-end restaurants, some low rated small shops are inconspicuous, with average environments and locations. However, fortunately, while the prices are also average, the taste is "extraordinary". Especially in some cities known for their cuisine, such as Guangzhou, locals have a simple saying that the more "shabby" (shabby) the big food stalls look, the more likely they are to be a treasure. The so-called search for authentic cuisine, sometimes the answer lies on the surface. When foodies understand the rules, "reverse check-in" becomes natural. Some people say that we also need to thank some high scoring peers for their support. Indeed, some restaurants earn high scores through improper tricks, but flashy dishes often deceive consumers. Therefore, it is not ruled out that some consumers may develop resistance towards high scoring restaurants, or turn to the embrace of low scoring small shops out of "revenge" and "anger". However, fundamentally, "reverse check-in" reflects the psychology of consumers no longer blindly trusting ratings, and practice is the hard truth. The rise of reverse clock in may still be due to the expected effect. Although rating is a comprehensive evaluation of a store, it may also be the expected value of consumers for the store, and obviously the rating is directly proportional to the expected value. When reality falls short of expectations, it is inevitable to feel disappointed. Conversely, when reality exceeds expectations, one will naturally be pleasantly surprised. It is not surprising that reverse check-in has such an unexpected effect and is highly sought after. In fact, for the catering industry and life service platforms, "reverse check-in" is a good mirror, not only can "dress up", but also can "see the gains and losses". (Lai Xin She)