OpenTable

OpenTable (NASDAQ: OPEN) is an online real-time restaurant reservation service founded by Chuck Templeton in San Francisco, CA in 1998. Reservations are free to end users; the company charges restaurants monthly and per-reservation fees for their use of the system.^[1] In 1999, the website began operations serving a limited selection of restaurants in San Francisco.^[2] It has since expanded to cover restaurants in most U.S. states as well as in several major international cities. Reservations can be made online by going to its website at opentable.com.

Services for Users

OpenTable allows users to search for restaurants and reservations based on parameters including times, dates, cuisine, and price range. Users who have registered their email address with the system will then receive a confirmation email.^[3] Users can also receive OpenTable rewards points after dining; these points can be redeemed for discounts at member restaurants.^[4]

OpenTable also has an application available in the Apple's App Store, Blackberry's App World, Google's Android Market, the Windows Phone Marketplace, and Palm's App Catalog that allows users to find and book dinner reservations.^[5][6]

Services for Restaurateurs

OpenTable provides restaurant owners with a comprehensive reservation management system. Subscribing restaurants utilize an Electronic Reservation Book (ERB) to replace existing paper reservation systems. OpenTable provides the ERB as an integrated software and hardware solution that computerizes restaurant host-stand operations. The ERB handles reservation management, table management, guest recognition, and email marketing.^[7] Features include:

• Reservation Management: Making, Changing, Canceling and Confirming reservations.
• Guest Management: Keeping track of VIPs, customer preferences and repeat customers. Also allows for targeted marketing to customers.
• Table Management: Assists restaurant staff in seating (and even preassigning to seats) customers and tracking table status.
• POS Integration: Connects ERB to point of sale systems (MICROS, Aloha, Positouch) to retain check spend data by reservation and guest.
• Reports: Advanced analytics helps sustain and improve restaurant efficiency.

Restaurants may also offer 1,000 OpenTable points to diners for reservations at non-peak hours. This acts as an incentive to web reservation users to fill out a restaurant during slow times, resulting in incremental revenue for the restaurant. Restaurants offering these incentives are displayed on the search results page when looking for a reservation.

Markets

OpenTable’s home market consists of the United States of America. However, OpenTable has expanded in recent years to include such markets as Canada, Mexico, United Kingdom, Germany, France, Spain and Japan.

References

1. ^ Leson, Nancy (2005-08-17), "Risks and rewards of booking your table online", The Seattle Times, http://seattletimes.nwsource.com/html/foodwine/2002442487_taste17.html 
2. ^ Davis, Robin (1999-08-18), "What's New: Snag a Table From Cyberspace", San Francisco Chronicle, http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/1999/08/18/FD97228.DTL&hw=opentable&sn=043&sc=581 
3. ^ Joseph, Scott (2006-09-08), "Table for 2 is a click away", Orlando Sentinel: E3, http://www.opentable.com/info/newspage.aspx?id=212 
4. ^ Lubinger, Bill (2007-02-21), "Need a corner table? Reservation at 7? Opentable online gets it for you fast", The Plain Dealer, http://www.cleveland.com/entertainment/plaindealer/restaurantrow/index.ssf?/base/entertainment/1171966953286780.xml&coll=2 
5. ^ "Open Table's free iPhone app finds nearby dining reservations", San Jose Business Journal, 2008-11-17, http://www.bizjournals.com/sanfrancisco/othercities/sanjose/stories/2008/11/17/daily2.html?s=smc:3 ^{[dead link]}
6. ^ Kumparak, Greg (2009-09-14), "OpenTable launches on Android", The Washington Post]], http://www.washingtonpost.com/wp-dyn/content/article/2009/09/14/AR2009091402417.html, retrieved 2010-05-20 
7. ^ "Open Table Company Profile"]. [1]. http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=32474. Retrieved 2009-03-17. 

External links

• OpenTable
• New York Times article