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free, limiting the maximum human
intervention. “Some restaurateurs
have even decided to no longer accept
telephone bookings - says Tomaello -;
so can be used otherwise the staff who
first answered the phone.”
Not only. With this system, the
restaurateur can optimize reservations,
intervening manually to choose the
places they want to “award” to the
system. May propose promotions
evenings “off” as the summer weekends
in the city, or close altogether
reservations online in case there are
groups coming. Promotions are not
mandatory, but the restaurants with
offers spring high on the list of the
premises. The cost? Typically there is a
one-off part for the start, then a fixed
rate on the reservations that goes from
1 to 4 Euro, depending on the operator
and the type of restaurant. The device
for reservations, is an Item or an iPad,
is provided by the company chosen,
as well as IT support (and sometimes
marketing) required to begin.
The most popular services are in
addition to MiSiedo Restopolis,
MyTable, Freeppie but the market is
constantly changing. The “recruitment”
of restaurants takes place on a local,
city by city. There is a qualitative
assessment, although the most popular
are the must-have for everyone.
ANOTHER ADVANTAGE is visibility.
Spreading the word in fact, that rule
has always been the “dealing desk”
restaurant, this is no longer the only
one, and soon you will not even the
main means of spreading the name of a
restaurant. Many Apps also have a blog
that gives visibility to the restaurants
on the list, in rotation. And have
loyalty programs for customers, with
collected points, which invite you to
go to book. Why bring more customers
to the restaurant is the common, goal.
Achieved also through agreements with
other companies such as Alitalia, Uber
or Vodafone.
THE “NO-SHOW” IS DEAD.
Reservations not confirmed are a kind
of cancer of the category. The App,
profiling the customer, constrains
the problem because they provide
“sanctions” if the person who has
booked does not show up at the
restaurant (the loss of points earned up
to exclusion from the system). Moreover,
decrease losses of customers due to
the lack of places, because instead of
receiving a strong NO by the waiter
busy in other things or a busy phone,
the customer is immediately proposed
the earliest date available, and maybe
choose to change the program in
order to just try that restaurant (as
recommended by the guide or by his
friend, or to eat the dishes they like so
much).
BE ON A RAIL is undoubtedly a way
to make himself known, classic but
still relevant. Why apps are entering
the market, aware of the advantage
of being able to quickly book a place
once read the review and chose the
restaurant. MiSiedo for example has
partnered with the Espresso Guide.
Yet TripAdvisor, very popular despite
recent troubles with the Antistrust, now
enables the direct booking for some
of the restaurants of its vast database,
in collaboration with TheFork, which
operates in five European countries.
Since the review of the customers really
like, they are urged to review and
“spread the word” about the social, also
earning vouchers to spend in one of the
restaurants associated. And with the
certainty that the review, if not accurate,
at least in the restaurant is made by
those who really was, because the
comment is related to the booking.
Through these systems is also possible
to analyze customer data, to study
the flows, the evenings or times to
supervise, or even offer a glass of
welcome a newcomer or a regular. Not
only. “The analysis of big data is one
of the hot topics of the moment. In
the near future the App will give the
opportunity to know the customer and
offer him the restaurant best suited to
their tastes,”concludes Tomaello.
Benefits of the app
CUSTOMER avoids waiting on the
phone and can immediately find
an alternative if there is not a table
available
The world of catering improves
efficiency in reservations; program work
better, handles bookings
JustEat, the app for takeaways
JustEat, born in Denmark in 2001 and
landed in Italy four years ago, is an
app connected to the home service
now operates with 2,000 restaurants in
158 municipalities, also to the south,
“because it is the offer that drives the
demand. We are an alternative sales
channel, “says Sales Director Marcello
Marazzi. “We calculated that in the first
5-6 months of the inclusion of restaurant
sales increase by 15/25%, depending
on where it is, the on-time delivery and
of course the quality of the food, all
of which are valued by our customers.
So who works better will have more
visibility in search results.”
How does this work? “We provide a
terminal like a Pos, with a sim at our
expense (no need Wi-Fi or telephone
line): the caterer receives the order,
the customer information and the time
of delivery, which you can accept or
postpone. In affiliation fee there is also
the realization of a mini-site. “Prices
(the same as in the restaurant), possible
promotions and delivery conditions
are set by the caterer, JustEat ago
promotions evenings “hot” such as
the final of X-Factor, “but we help our
restaurateurs to gain sales by analyzing
the market area and giving advice, for
example on how to study the delivery
area for the pizzas to be within 15-20
minutes maximum, while the sushi for
example can have a larger radius. “
The word to restaurateur
Caroline Teeth and California Bakery,
the reasons for a choice
Relies on various services for home
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