According to a new survey by OpenTable, Inc., a leading provider of free, real-time online restaurant reservations for diners and guest management solutions for restaurants, the OpenTable Spotlight program offers restaurants an effective way to attract valuable first-time patrons and delivers guests who spend more than the typical diner from other group-buying programs.
Last month, OpenTable surveyed partner restaurants that have participated in the Spotlight program. The survey revealed that:
- 85 percent of participants are satisfied or very satisfied with their overall Spotlight experience.
- 90 percent said they would recommend Spotlight to other restaurants.
- 79 percent reported that Spotlight diners spent the same as or more than their typical diners, with 40 percent spending more than their typical diners.
- 63 percent of respondents who have used other leading group-buying programs reported that OpenTable Spotlight diners spend more than diners from the other programs they’ve used.
“A number of our restaurants have utilized the OpenTable Spotlight program, and it has proven to be an effective marketing tool,” said Lesley Weiss, Director of Marketing and Public Relations at Richard Sandoval Restaurants, which include Maya, Pampano, and Zengo. “OpenTable diners are well aligned with the clientele we’re looking to attract, and Spotlight offers have helped bring them into our dining rooms. In addition to delivering valuable first-time diners who are well suited to convert into repeat guests for our restaurants, Spotlight has helped us fill seats during slower sales periods.”
The survey also showed that participating restaurants gauge success most often by the number of first-time diners who visit through the Spotlight program, and second by the exposure to OpenTable diners.
“Our restaurant partners understand that OpenTable diners aren’t your typical deal-seekers,” said Scott Jampol, General Manager of OpenTable Spotlight. “They’re dining enthusiasts who may be looking for a reason to try something new. Spotlight provides that extra incentive.”
Introduced in August 2010, Spotlight is currently available in eleven markets, including: Atlanta, Boston, Chicago, Denver, London, Los Angeles, Minneapolis-St. Paul, New York City, Philadelphia, San Francisco and Washington, D.C.