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Diners Direct

Diners Direct


More than 70% of diners prefer to book a table via a restaurant’s own website rather than through third-party booking providers, according to the latest Go Technology report from hospitality management solutions company Zonal Retail Data Systems and CGA Peach.

The report said the findings highlight the importance for operators to provide a seamless booking experience around the clock.

Of the 5,000 British adults surveyed, more than half (52%) prefer to book a table on a mobile device, emphasising the importance of a mobile-friendly website.

However, despite the growth in mobile bookings, ordering and payment, human interaction remains important with a significant number of respondents preferring to use the phone to secure their table.

The report said customers were also seeking to stretch their cash, with more than three-quarters (78%) influenced by special offers.

Zonal MD Olivia FitzGerald said: “Menus should be easy to find and special offers clearly signposted to entice customers to book a table and spend their hard-earned cash.”

CGA director Jamie Campbell added: “Investing in technology that allows customers to easily access your brand on the go is a must for all forward-thinking operators as well as developing processes that ensure a seamless experience between the virtual customer journey and the experience delivered in the venue.”


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