This month's topic: Online Reservations

Our expert is Thomas Layton, CEO, OpenTable, Inc.

Our expert is Thomas Layton, CEO, OpenTable, Inc. Thomas Layton is the CEO of OpenTable, Inc. and also serves on the Board of Directors of OpenTable. He was a co-founder of CitySearch, Inc. which later merged with Ticketmaster to become Ticketmaster Online – CitySearch (NASDAQ: TMCS), now a subsidiary of USA Networks. Prior to his experience at Ticketmaster – CitySearch Thomas was with Score Learning Corporation, a leading educational services company, where he served first as Chief Financial Officer and later as President and Chief Operating Officer. Prior to that, Thomas was Vice President and General Manager for MicroFinancial Corporation, a high-growth, nationwide equipment leasing company, and from 1986 to 1988, he was a Consultant with the Boston Consulting Group. Thomas also has extensive experience in other entrepreneurial firms and in venture capital.

Q: What online trends are you seeing in fine dining?

A: The internet is significantly changing how people decide where to dine. A recent NRA study shows that more than 30 percent of all Americans have used the internet to research a fine dining restaurant or view a menu online. In addition, more than 1 million guests per month are being seated in fine dining restaurants with online reservations. If you're not on the Web, you could be missing out on a large and growing source of new guests.

Q:How are restaurants using the internet to improve their business?

A: Savvy restaurateurs use the internet to enhance their guests' experience before, during, and after the dining experience. Web sites fill seats by improving restaurant visibility to online browsers and providing a means to book reservations or submit requests.  Online guest databases create a personalized service experience by leveraging requests and info gathered during the reservation process.  Finally, restaurateurs can ensure repeat visits by using the data they gather to tailor inexpensive and effective marketing campaigns to their guests after their visit.

Q: Why would a well-established restaurant spend the time to put themselves online?

A: The most successful restaurateurs are using the internet to create an extension of their restaurant on the internet.  By providing information, branding, and  conveying an overall sense of the restaurant online, operators can set expectations for their guests and extend the service experience beyond the "bricks and mortar" of their physical establishments.  See www.FrenchLaundry.com for a great example. Also, by providing the convenience of accepting reservations and requests online, they can delight even their regulars with a personalized experience from the moment they set foot inside the door.

Q: What should I put on my Web site?

A: Potential guests respond best to sites that inform them quickly. We all know that diners "eat with their eyes", so keep unnecessary text to a minimum and include photos.  Ensure that important details like menus, location, hours of operation and reviews are easy to find and quickly accessible. Including this information can also dramatically reduce inbound calls to your host staff.  This frees you to spend less time on the phone and more time receiving your guests in the restaurant. Lastly, allow your internet "browsers" to become "buyers" by enabling online reservations either in real-time or by an email submission form.  Capturing new customers when they are most inclined to make their dining decision is one of the greatest new advantages of the internet.

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