The strategy echoes the broader push across industries to encourage customers to pay more for a better experience.
The OpenTable website on a mobile phone arranged in Dobbs Ferry, New York, May 1, 2021.Under pressure from rising costs and still feeling the hangover from pandemic losses, restaurants are embracing reservations that target higher-income diners as more consumers book their tables ahead of time.
"We definitely see that the demand and love of restaurants has been unleashed," said Hannah Kelly, chief marketing officer of Resy, OpenTable's main rival.As a result of those pandemic-fueled changes, restaurants and the companies that help them book their tables are targeting big spenders with premium reservation options to drive higher sales.
Resy's Kelly said the program now has more than 650 restaurants, primarily in the biggest U.S. cities. Estopinal said he hasn't seen any metrics that show that Global Dining Access members spend more money than the typical diner, adding that many of Cane & Table's customers are on vacation and are already willing to spend more on their food and drinks.But reserving tables just for big spenders and loyalty program members isn't the only way that restaurants are looking to bookings for extra revenue.
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