His site has gone from 4th to 10th and he isn't listing at all in Google Places anymore. I just added a normal description, some pictures, a video and just the basic information.
Any ideas on why this happened?
To give as much information as possible:
The site was optimized and cached around the same time as the Google Places update (5 days ago) and the backlinks all came from safe, normal places (like local directories, a couple of articles).