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Press Release


Fine Dining via BlackBerry


July 1, 2008
It’s a truism in business that the customer is always right. For restaurants, that used to mean diners might send back a perfectly cooked steak. Now, however, it’s just as likely to mean accepting reservations made through BlackBerrys.

OpenTable.com is trying to move that pen-and-paper bastion—the restaurant—a bit further into the digital age. The San Francisco-based online restaurant-reservation service works with about 8,500 restaurants in 8 countries including the U.S., Canada, U.K., and Mexico. Diners made more than 3 million reservations through its system in May alone.

Now, diners can access the system through mobile phones, OpenTable announced yesterday.

What’s the secret to getting a traditional industry to modernize? Pitching the technology, says OpenTableChief Executive Jeff Jordan. In newer markets such as Japan where the company has more than 100 restaurants, OpenTable is selling solely on its technology capabilities, Jordan tells us. The business benefits of the technology — more efficiency, productivity, and accuracy by matching reservations to actual table assignments and freeing up staffers to work on other things – are often secondary to the whizbang of the new system.

OpenTable gives restaurants a computer they can use to track their online reservations, and charges a monthly subscription fee to restaurants for the service as well as a commission for every extra diner it brings in. The more restaurants that sign up for the service the more appealing it becomes for diners and restaurants alike to use the system.

Make sense? It doesn’t always to restauranteurs. Jordan calls it “missionary work.”


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