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Are restaurant and pub online booking systems worth it?
Online booking can be a game-changer for busy venues. We look at the pros and cons
How much time do you spend on the phone or jotting down bookings on a scrap of paper? And how many times do you lose the paper (and the booking)? If the answer is ‘too often’ or ‘don’t know’, it’s time to let technology take the strain.
Lorna Wilcox, from AccessCollins, and Claire Anderson, Head of Sales at ResDiary, share their tips on how to hire the front-of-house best assistant.
Q
Do I need an online booking system?
A
“If you’re spending hours going through
customer enquiry emails,” says Lorna, “it’s
likely that they’ll have booked elsewhere
by the time you reach the bottom of the list.
So it’s the things you’re missing that make
automated booking systems a no-brainer.”
Claire agrees: “The right system can
help to automate the process of assigning
bookings to tables and adjusting your
seating plan by joining tables for larger
parties and spread the load of bookings
at busy times.”
ResDiary helps to automate many parts
of the booking process – like taking booking
details, special requests, allocating tables,deposits, and sending reminders. And
the AccessCollins tiered system handles
venues from national chains to small café
bars, and adds them to a nightlife
DesignMyNight site, where groups
can build their perfect evening.
Q
What are the benefits?
A
“We know diners have moved online to
research and book restaurants – 86%
according to our own findings,” says Claire.
“They expect the freedom to book
whenever and wherever they want, so
if you’re still relying on phone bookings,
you’re probably missing out.”
ResDiary’s booking widget is fully
integrated with other major booking
channels and means you can capture
bookings 24/7. Some systems offer real-time
updates and will match seating capacity
with party sizes, time slots and even staff
levels. Availability and reservation slots
are automatically adjusted in order to
prevent overbooking.
Claire explains: “The real value of any
business system should be measured against
ROI. We’ve created a comprehensive
analytics suite, so you can make objective
decisions on your business strategy.”
Analytics give insights into trends while
customer text confirmations and reminders
also form part of many packages.
Lorna adds: “Streamlining the booking
process removes pinch points in the busiest
times and data collection means better future
marketing to entice your customers back.”
Q
Should you let customers book for drinks only in busy spells?
A
Offering a reservation option can be good,
but it’s best to have a system that allows for
a hybrid policy to cater for spontaneous
walk-ups too. Some bar and pub customers
prefer ‘just dropping in’, so it’s worth
experimenting based on ebbs and flows.
There’s always a risk of no-shows or
cancellations, so have a clear policy. Choose
a system that takes deposits to secure a table.
Above all, balance your bookings and walk-ins
– over-reliance on either could be bad news.
Q
Are the main concerns about booking systems justified?
A
Fear of tech change, software glitches and
rare system downtime are concerns, so
choose a good support team to handle such
occurrences quickly. Once your team is
trained, the positives outweigh the negatives.
Packages vary depending on business
needs, as do pricing plans. It’s in the best
interest of the provider to include training
and support, so check that yours does.
Q
What’s available?
A
Look for companies that offer cloud-based
software platforms, mobile apps and
integrated website plugins that enhance the
booking process, including:
• online reservation management
• table availability tracking
• customer communications and
• integration with your other restaurant
management tools.
“Which one is right depends on the nature
and size of your business but we always
help venue managers to create a
personalised system,” says Lorna.
Q
What should you look out for?
A
“One concern for any business is cost,” says
Claire, “especially where paying variable
costs like commissions are concerned.”
Lorna agrees: “Be wary of firms that
charge fees and commission for
getting repeat customers to you,
rather than new ones. Providers that
charge set monthly rates allow you
to plan ahead.”
Assess the pricing and potential hidden
transaction, support and software
integration fees. Understanding cost and
value is crucial to see if the system fits your
needs – and budget.
Get these in place and you will have a
smooth process, perfect for your customers.
For & against: booking systems vs phone & email
Pros of automated booking systems
1
Instant hassle-free bookings = happy customers.
2
Fewer human errors and miscommunication.
3
Flexibility to book 24/7.
4
Real-time updates and table management.
Issues to be aware of and plan against
1
Make sure all your team are trained. It’ll boost resilience.
2
Follow up the automated booking with a warm, friendly welcome.
3
Weigh up the price of the system against the cost of missed bookings.
4
Ensure you have the internet connectivity to run the system.
Unexpected bonuses
Grow your customer base Some systems will list you on online platforms where customers search for dining options, broadening your audience.
Collect data and analysis Most systems curate valuable customer data which will allow you to market your venue through targeted promotions.
Wow! That was fantastic ‘Excellent’ and ‘very good’ customer reviews and feedback are key to build trust. The best systems coax people to comment.
It’s good to talk Some systems boost communication with customers… a simple ‘thank you for booking’ or mention of a special offer on the day they’re visiting.
Avoid the chaos Look for a platform that eases the pain of pre-ordered meals and payments with end-to-end booking, payment and menu-ordering system.
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