Research Question: Can a new technology platform and real-time booking availability help OpenTable’s U.K. business, TopTable, grow restaurant subscriptions and diner usage?
Company: OpenTable (OPEN)
Blueshift’s initial research on OpenTable indicates initiatives to improve and grow its TopTable business have been positively received by restaurants while customer complaints remain.
- In May, OpenTable relaunched its TopTable business, transitioning it onto a unified technology platform. By doing so, the company believes it is now better positioned to grow TopTable’s usage across all devices, including mobile. In London, where OpenTable possesses its largest concentration of local restaurant customers in the world, TopTable is the clear market leader, with more than two times the bookable restaurants of any other reservation site, including 80% of “starred” and newly-opened restaurants available for online reservations.
- A Blueshift primary interview with an office manager at a high-end Thai restaurant near Buckingham Palace revealed that after signing up for TopTable six months ago, their restaurant has improved the efficiency, accuracy and pace of booking tables by 20% to 30%. The manager added that the system also has saved the restaurant money, eliminating the need for personnel to answer phones or input guest information.
- Despite TopTable’s recent relaunch, negative user reviews and dissatisfaction persist as a diner in July offered complaints about not being able to book any restaurants of his choosing through TopTable. Another questions the worth of TopTable rewards, while another is disappointed she needs to earn more points after the recent changes at TopTable.
To gain further insight into whether TopTable is gaining traction with both restaurants and diners, Blueshift will gather data and issue a market research report from sources in the following areas: London restaurants using TopTable, London restaurants not using TopTable, competitors, London diners, and industry specialists.