Orchid Group is making the most of cultural changes in customers’ eating out habits with an online booking system for almost all its pubs that, in just the first month, has delivered some 2,000 reservations adding up to an impressive 10,000 covers.
The way people choose to dine out is changing
The system was created in recognition of the fact that the way people choose to dine out is changing. Traditionally, going to a pub was often a spur-of-the-moment decision and people would drop in on their way past or make a last-minute choice.
However, customers are now much more likely to plan their pub visit, in the same way they would a restaurant visit, taking time to select the perfect venue for the occasion and booking in advance.
“People are making more concrete plans for their pub visits and prefer to be certain that they can arrive to find a table at whatever time is convenient for them,” explains Maria Hamilton, Senior Marketing Manager – Digital & Loyalty at Orchid Group. “They might also want to let the pub know about any specific requirements, whether dietary needs, high chairs for the kids or to confirm access to disabled facilities.”
Managing peak booking times – to the benefit of customer and pub
Performance stats for the first month of Orchid’s online booking system show that 85% of pre-booked covers are seated between 12pm -1.30pm and 5.30pm – 7.30pm.
“These are the busiest times for a pub, and demand for tables can be high, so it is not surprising that our customers are taking advantage of the online booking facility,” Maria continues. “It means customers can rest assured that they can sit down as soon as they arrive, and it also allows our pubs to ensure they have the correct staffing levels and can confidently and accurately inform walk-in customers of availability.”
“All in all, this provides a better customer experience and shows that we are doing all we can to meet the needs of our customers.
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