Open Table: A Case Study

Improved Essays
Open table is an online service for making restaurant reservations. It’s the market leader in the space, you can search for a specific restaurant and make a booking or search an area and find restaurants that have availability for when you’d like to eat, near where you want to eat, and for the number of people in your party. (http://viewfromthewing.boardingarea.com/2012/09/30/the-ins-and-out-of-opentable-getting-rebates-for-online-restaurant-reservations/) The concept of Open Table was created to make the business of restaurant reservations more streamlined for both the consumer and the restaurant owners. Open Table charges a monthly fee of $199.00 for the restaurants to use their electronic reservation book; they also charge a onetime …show more content…
(Grewal/Levy, 2015) Again, this directly relates to the restaurants using the system as the consumers demand customer excellence. This is how the owners build and maintain their loyal customers. Market Share – Percentage of the market accounted for by a specific entity. (Grewal/Levy, 2015) Open Table holds the market share when it comes to the online reservation system. They are widely known to its users, both the restaurant owners and the consumers eating in the establishments. Intangible – A characteristic of a service, it cannot be touched, tasted or seen like a pure product. (Grewal/Levy, 2015) The Open Table online reservation system is an intangible object, it’s a virtual system and cannot be touched or tasted. It’s the end item that can be, which is the food we enjoy once we’re at the restaurant. Service Quality – Customers perceptions of how well a service meets or exceeds their expectations. (Grewal/Levy, 2015) The restaurants expect to receive good reviews from their customers so they go the extra mile to provide quality service, this is how they grow the business and make a profit. Demand Curve – Shows how many units of a product or service consumers will demand during a specific period at different prices. (Grewal/Levy, 2015) The restaurants use the Open Table system to track their peak times when they will be the busiest, they could use this information …show more content…
The first consisting of Segmentation, the 2nd contains the Targeting Segment and the 3rd is the Positioning Segment. For the 3rd and 4th step which is the targeting phase, once the target market has been selected, their marketing approach could consist of any of the following: undifferentiated or mass marketing, differentiated, concentrated, micromarketing or one-to-one. These approaches could consist of a newspaper or radio ad, sending a mass mailing, or based on Open Table trends send coupons to the most likely to use them. The marketing approach is always changing to target the most captive

Related Documents

  • Improved Essays

    This can be done traditionally or invest your exhaustive time, money and effort to promote your restaurant business. Using an app saves you time – you will get the most up-to-the-minute and prolific solution for doing that most effortlessly. From promotions to operations and client relations everything can be taken care of through a diligent smart gadget (iPad/ Tablet/iPhone) application for your restaurant business. The most vigilant methods of keeping a keen possession over every entity of a food biz can be assiduously handled by the restaurant manager…

    • 809 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    Restaurants and fast food mainly contribute to the food service industry (Arboleda, 2013). A restaurant is a perfect place to visit by people who wants to eat and experience new foods, drinks and desserts to satisfy their needs. Satisfaction will depend on the customers’ expectations through the products. Whenever the expectations were met, then, the customers’ satisfaction will be the result. There are factors…

    • 993 Words
    • 4 Pages
    Great Essays
  • Superior Essays

    Case Analysis Of Mcdonalds

    • 1511 Words
    • 7 Pages

    Abstract McDonald’s mission and vision statement have been the company’s guide for its leadership in the global fast food restaurant industry. McDonald’s mission is to make their restaurant that customers will choose for their favorite place to eat and drink. Their company is dedicated to being a great place for people to work while being a strong and positive company in the community. McDonald's success has been credited to the synergy of the company, its franchisors, and its suppliers. Their business model has allowed the company to deliver locally-relevant restaurant experiences and allow flexibility in adjusting to changes in taste preferences in individual markets throughout the world.…

    • 1511 Words
    • 7 Pages
    Superior Essays
  • Improved Essays

    Overview Unique and innovative marketing trends are helping restaurants all over the country make their businesses successful. Even markets that are not tourist destinations welcome visitors, and restaurants roll out the welcome mat for conventioneers, business travelers, and sports enthusiasts. In different areas of the United States, restaurants have to come up with unique marketing trends that will lure travelers to their business. For example, Nick Mikus is the owner of Nick’s Ristorante in Huntsville, Alabama. Mikus captures diners all across the country and even international destinations with the menu of his upscale eatery.…

    • 1316 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    The restaurant are named La’Galleria33 When the customers have meals in the restaurant, the important things they want from the restaurant are not only the delicious foods. They want the good…

    • 921 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Social media is about connecting with people and brands through creative content strategies that engage an audience of existing customers and prospects. Choosing Platforms for a Restaurant Business Depending on the restaurant, any social channel could prove beneficial for a restaurant, but research…

    • 779 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    - Restaurant managers are responsible for overseeing both food quality and personnel operations. They have numerous challenges – finding, recruiting, and keeping competent employees, train new employees thoroughly and quickly, high yearly employee turnover rates in excess of 100%, unpredictable operations and demand, conflicts due to diverse culture of employees, ensuring safe food handling, finding effective marketing strategies, staying ahead of local competitors, and keep customers happy. The hours are long, the work can be hard, and the pay can be average. All these unpredictable factors make restaurant manager job highly…

    • 1108 Words
    • 5 Pages
    Great Essays
  • Decent Essays

    Product and service management allow Sadlam Restaurant and Lounge to cater to the need of customers and this is done by modifying or updating existing products or services. Promotion allows Sadlam Restaurant and Lounge to use different marketing techniques (advertisement, social media etc) to attract new customers and to also keep old ones they then sell the products directly to its customers to satisfy their needs (Quizlet.com, 2016). Marketing is important to Sadlam Restaurant and Lounge as it will allow them to provide customers with products and services that they want and need and ensuring that they earn a profit in the business as also building a relationship with its…

    • 989 Words
    • 4 Pages
    Decent Essays
  • Improved Essays

    The foremost goal of this strategy is to reduce the waiting time of the profitable customers and manage it to gain lucrative advantages. Therefore, the company’s main complementary service elements are large and unique store, restaurant café, and the area for children (Holland & Ross, 114). Moreover, IKEA uses unique stores to facilitate complementary services by encouraging the visitors to spend their precious time and feel comfortable with the company’s products. Indeed, every customer may lay down, sit, open & close drawers, compare styles and prices within the store. The primary goal of this service is to make visiting of IKEA comfortable for clients, as they would enjoy the complementary services (Holland & Ross, 114).…

    • 1105 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    The commercial foodservice is designed to compete for customers in order to increase their profit, while institutional foodservices supplies food and drinks to institutions such as schools, hospitals and prison. On the other hand, foodservice within the customer business involves establishment of a business in regions within consumer business such as sports arena. In this segment, a graduate may become a restaurant manager because of the managerial knowledge and skills that are introduced while undertaking hospitality management courses. b. Lodging- These are also referred to as accommodation, and they involve places where clients sleep like the fancy hotels…

    • 1064 Words
    • 5 Pages
    Improved Essays

Related Topics