OpenTable battles just-reservations rep

OpenTable wants to be about more than open tables.

The restaurant reservations system has unveiled a website refresh, a rebrand and a new pitch to restaurants and diners alike: we have more than reservations.

New logo
New logo

The Priceline-owned company is hoping to stave off impending competition from companies like BookaTable and Yelp-owned SeatMe and hold on to its dominant position in the U.S. by pitching itself as a one-stop shop for reservations, reviews and on the restaurant side, data about diners.

Old log
Old logo

The result is a rebrand that includes a new marque. What previously was a group of circles — three in the company’s old brand color, a washed-out green and one red — is now one large red circle with a smaller one next to it. The design “reflects brand values like openness, reliability and modern timelessness,” the company said in a statement. The brand also went from a decidedly pragmatic tagline, “Make restaurant reservations the easy way,” to one that indicates its new mission: “The table is just the start.”

OpenTable currently has about 23.4 percent market share, according to Datanyze, with Sabre Hospitality’s SynXis — a B2B solution for hotel reservations — in the No. 1 spot with 29.8 percent share.

The company has seen a spate of me-too startups begin recently, like Zurvu, an invite-only app that lets restaurants sell reservations, KillerRezzy, that does the same, and Resy, all of which make the act of reserving a restaurant easy. But OpenTable has scale — 32,000 restaurants and 16 million diners per month.

As part of the rebrand, OpenTable has a new campaign, called #100OpenTables, where it will host 100 dinners simultaneously worldwide on April 9. Those dinners will take place at well-known, top-rated restaurants like Eleven Madison Park in New York, Dinner by Heston Blumenthal in London and Bar Tartine in San Francisco. The #100OpenTables campaign will open for business Wednesday — customers can select a city and reservation and share the hashtag via social media.

A website redesign also makes the company pitch itself as more than just a reservation service — guests can now look at pictures of the place and look over notes from the chef. The OpenTable app will also let diners pay and leave — no “bill, please” necessary. The brand also wants to use the data it has on guests and get it to the restaurants: a new Guest Center will let the restaurant access info about the diners.

https://digiday.com/?p=108531

More in Marketing

Beyond the rosé: Navigating Cannes Lions as a sober attendee

For some, the constant flow of booze and cocktails is all part of the schmoozing that comes with Cannes Lions. Others, however, may be looking for a Cannes Lions experience sans alcohol. Here’s how to do it.

While Meta, X step back from publishers, TikTok sees them as an opportunity

While it’s still early days, TikTok is at the very least showing its intention toward publishers, by making them more of a priority and increasing monetization opportunities.

Research Briefing: Meetings and dealmaking are top of mind for execs headed to Cannes

In this edition of the Digiday+ Research Briefing, we examine how meetings and dealmaking are top of mind for ad industry professionals as they head to Cannes, how LinkedIn’s Wire Program may yield new ad revenue for publishers, and how OpenAI continues to sign content licensing and tech development deals with publishers, as seen in recent data from Digiday+ Research.