Following the lifting of all lockdown restrictions and return to normal dining out in England, OpenTable, the world's leading provider of online restaurant reservations, reveals that 63% of Brits would choose to contact a restaurant via direct message as they say it’s easier or quicker than an email or phone call.
That’s why, OpenTable has just introduced Direct Messaging, a new feature that lets diners and restaurants communicate directly once a reservation is made - without having to make a phone call.
With Direct Messaging, diners and restaurants can communicate directly in-app before stepping foot in the dining room or after leaving the restaurant. OpenTable research shows that 47% of UK diners are still looking at a restaurant's hygiene measures when selecting where to dine and direct messaging is a simple way to ask questions relating to these or any ongoing mask policies a restaurant may have.
After making a reservation on OpenTable, diners can send messages to make special requests, relay dietary preferences, or let the restaurant know they're coming late. They can also send a message after their reservation in case items were left behind or if they want to ask for the name of that bottle of wine they loved.
Restaurants can initiate and respond to messages to confirm reservation details, highlight any unforeseen changes to their operations due to the pandemic, clarify requests or even prepare to congratulate guests on their special occasion.
The new feature helps prevent cancellations and no-shows, and enables restaurants to better prepare for service and ultimately build stronger connections with guests so they keep coming back.
The OpenTable research also shows that nearly a fifth of the UK (17%) would choose to contact a restaurant via a direct message because they don’t like making phone calls, with 42% of millennials (18-24 year olds) admitting to not informing a restaurant of a dietary preference because they didn’t want to make a phone call.
As consumers continue to dive into a digital-first world, messaging is the new norm. OpenTable’s introduction of its new Direct Messaging feature comes as phone calls by millennial and Gen-X diners continue to become extinct.
However, this reluctance to lift the phone is not limited to just the younger generation; overall 14% of Brits have not informed restaurants of a dietary preference because they didn’t want to call them, with 34% of Londoners admitting to having done this.
Joseph Essas, CTO of OpenTable, said, “OpenTable made booking a reservation a simple, convenient process. With Direct Messaging, we’re streamlining 'pre' and 'post' dining communication between the restaurant and its guests.
“These conversations typically involve a phone call or two, during busy peak hours, that are an expensive distraction for restaurants and can result in frustration for diners. Our new direct messaging feature simplifies the process and is a time-saving win-win for all.”
“The new Direct Messaging feature has been really beneficial to us. We are a huge venue and have extremely high demand. We now use Direct Messaging to confirm all our online reservations and also to deal with small queries such as guest requests or last-minute questions,”added Julieth Avila, Reservations Manager at The Lighterman.
“It has become our primary form of contact and is a user-friendly channel to communicate with guests in almost real time, which has reduced our email communications and our outgoing calls massively, allowing us to concentrate and prioritise our incoming calls.”
Direct Messaging is currently being rolled out globally. Over 300 restaurants likeThe Lightermanin London andState Bird Provisionsin San Francisco are already actively using the feature. For diners and restaurants interested in learning more visit theOpenTable blog.