How OpenTable powers this high-volume restaurant

For over 50 years, The Tobacco Company has been a landmark in Richmond’s historic Shockoe Slip district. With three floors of dining, a cocktail lounge with live entertainment, and a nightclub, the restaurant offers something for both locals and out-of-towners alike.

Maintaining The Tobacco Company’s status as a go-to spot isn’t without its challenges—especially in a competitive market where new restaurants are always entering the scene. But that’s where smart technology comes in.

We sat down with David Campbell and Erika Waszak, the restaurant’s Operations Manager and Marketing/Sales Coordinator, to hear how OpenTable helps them keep service seamless, guests happy, and tables full.

Behind the curtain: How tech keeps service seamless

“OpenTable is the backbone of our whole operation,” says Campbell. “It’s our reservation system, our organizational hub, and how we manage daily service.”

With multiple floors and a mix of dining offerings, every shift is a high-stakes balancing act—and the team relies on OpenTable to keep things organized. “The first thing the team does when they walk in is check OpenTable,” says Campbell. They’re checking the count, who has what section, what’s happening in the lounge or club, and more. With all this information in one place, the team is always on the same page.

On busy weekends, OpenTable keeps operations running smoothly. “We can see overlaps and adjust before they become an issue,” says Campbell. Even when unexpected guests walk in, whether it be larger parties than intended or a rush of walk-ins, they can shift reservations and floor plans without disrupting service.

Maximizing every seat without rushing guests

For a high-volume restaurant like The Tobacco Company, table management is essential to the bottom line. OpenTable’s turn-time insights help the team manage pacing and ensure they’re seating as many guests as possible—without compromising the high-quality service they’re known for.

“Because we have three floors of dining, it’s crucial that we track turn times correctly,” says Erika. “OpenTable helps us make real-time adjustments, so we can keep tables moving without making guests feel rushed.”

For large parties, where turn times tend to be longer, they use OpenTable’s reporting tools to set realistic expectations. “We see patterns—sometimes a big party is booked for three hours, but they’re actually done in two and a half. That data helps us adjust and open tables sooner,” they explain.

ROI that adds up

The ROI that The Tobacco Company sees from OpenTable speaks for itself. OpenTable consistently helps the restaurant bring in high-value guests who might not have booked otherwise, while maximizing capacity every night.

“Managing tight turn times, managing large parties…we need [OpenTable],” says Campbell. “Running a high-volume restaurant like ours would be impossible without it.”