Online booking systems for restaurant reservations
From inner-city Melbourne restaurants to dining al fresco on the sun-kissed Gold Coast, here in Australia we love to eat out. And with a population of 25 million, there's a lot of hungry Aussies needing to be fed!
When diners begin planning where they're going to book, many will first look to do this online. So if you aren’t already investing in marketing your business online, you should act now to stay one step ahead of your competitors!
Technology is rapidly advancing and online reservation systems are capable of much more than simply taking a booking.
Let’s look at whether they are a worthwhile investment for you.
How do online restaurant reservation systems work?
They are websites or apps which allow customers to book a table at restaurants online without any human interaction. They can be on your social media page, website or through third party sites such as TripAdvisor.
There are free systems out there (but likely with less features), though it's likely you'll need to invest - whether it's a flat monthly fee or paying a fee per booking.
Depending on the system and the cost, they can also act as a restaurant management tool - telling you how long a customer has been seated, what they've been served, and when the next party is due to arrive.
With 64% of online restaurant searches resulting in a reservation being made within an hour (Mike Conyers, founder of online reservation system provider ResDiary), customers are ready to pull the trigger when they’re browsing.
Therefore you need to make sure you can capitalise on their impulses to book!
Benefits of restaurant reservation systems
24/7 booking
Rather than having to make a call during working hours, patrons can book online any time – whether in the morning before you’re open, or in the evening when you’re rushed off your feet.
This will most likely boost the amount of bookings you receive as you no longer have to choose between taking a phone call or serving the customers in front of you. Nor will you be limited to only taking bookings in working hours.
Increase profits
More bookings = more sales!
The systems will let you know how long a party has been seated and what course they’re on. If there's a particular group you'd like to pick up the pace a little, you can expedite table turnover by utilising tactics such as asking if they want the bill, or clearing their table.
This clears the way for the next party and boosts your bottom line.
Convenience
Convenience is key to consumers in today’s market, which is central to an online reservation system’s selling point – making things easy for both you and your customers.
Customer service
Customers don’t like being left in the dark, waiting and feeling ignored, so being able to keep on top of how long a party has been waiting for drinks or their main will help you keep them happy.
Reduce the workload
You’ll also free up manpower by removing the need for someone to spend their evening on the phone taking bookings and confirming appointments.
Staff are then able to focus their energy on customers who have already walked through the door, concentrating on seating, cooking, serving to ensure a smooth operation.
Reduce no-shows
Online systems make cancelling easy and effortless for diners. The captured data makes it simple for you to spot anyone who makes a habit of cancelling or no-showing, giving you option of refusing their bookings in future.
Do online reservation systems increase customer loyalty?
With a worldwide decline in brand loyalty due to increased variety and competition in the market, keeping hold of your customers has never been so vital. Reservation systems can increase customer loyalty by increasing their satisfaction with the dining experience from booking to paying.
By being easily accessible online (with 95% of smartphone users researching restaurants, having a mobile-friendly website is key) and offering deals to those with your app or who use your website, customers will have incentive to keep coming back to your site.
This encourages repeat bookings and therefore boosts customers' loyalty and affinity with your brand.
By making booking easy, reinforcing the brand digitally, and improving your levels of customer service, you’re sure to be in the customer’s mind next time they plan an evening out.
Avoiding No-Shows
Online booking systems are a great way to increase the amount of bookings you receive. With increased bookings comes the greater risk of no-shows, but fortunately a reservation can help to counteract this.
People booking and not turning up has been a problem for decades, but with less human interaction needed due to the online system, people will find it far easier to avoid letting you know plans have changed. No-shows will also increase simply as a by-product of your number of bookings going up.
A way to avoid this is to insist that parties pay a deposit when they book, which is non-refundable should they not turn up, or cancel without sufficient notice.
Educating diners on the impact of them failing to honour a booking is a wise move, as people outside the industry don’t understand the negative effect this has on your business.
Deposits can be taken online through your reservation system, or even full advanced payment if you offer a full pre-order service, to ensure you fill that table and secure the margin.
Show the human side to your business and inform customers about the losses you incur due to no-shows and late cancellations. Most people aren't aware of the repercussions of not turning up, so making diners aware will help ignite change.
You can consider enabling patrons to cancel a reservation through the online system, if it’s quick and easy then people are more likely to do it – both with booking and with cancelling.
Utilising data
You’ll be able to collect a lot of customer data, such as their name, email address, how often they book and what they order. Harvesting this data and putting it to use can greatly impact future bookings and customer satisfaction.
For example, you can contact your Valentine’s Day guests next year to invite them back. The same goes for Christmas parties, you can ensure a large portion of your floor space is filled long before the festive season by contacting those who have already joined you once.
Another great thing about customer data is it helps you get to know your customer better.
Does your monthly table of two like to order a glass of house red and a pint of San Miguel upon arrival? Offer them a complimentary one next time! Or simply recite that order when you seat them to make them feel noticed and valued. You'll also be able to keep track of any special dietary requirements.
Even if it’s not free, this is personable service that might turn the monthly diner into a fortnightly one!
TIP: Using customer data to see booking patterns can help you plan for busy periods. Sourcing the correct amount of ingredients and pencilling in the right amount of staff will ensure service runs smoothly.
Are They Right For You?
Clearly, there is a lot to be gained from investing in an online booking system. From increased bookings to effective table management, your business can become more efficient to run and in turn more profitable. They're also a great tool for promotion.
Be mindful of keeping the personal touch. Amidst technological advancements, it's important to remember that ultimately people buy from people - so let reservation systems compliment your customer service rather than replacing it.
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