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Welcome to Bookatable’s Academy 
Joe Steele, CEO & Guy Halfhead, COO 
London, 15 September 2014 
Strictly Confidential
Bookatable is the Marketplace Bringing Restaurants and Diners Together 
3 
Restaurants Consumers 
Manage and fill 
my rest...
Our Customers, over 9,500 active across Europe and over 200 here today! 
4 
Fine 
dining 
Casual chains, 
gastro pubs, 
vo...
For whom Bookatable’s Products and Services are central to operations… 
5 
INSERT Video: 
Vista_Bar Case study.mov
And as of last week we have a New Site Dedicated to our Customers 
6 
www.bookatable.co.uk/for-restaurants
We are at the Centre of Diners’ Online Booking Activity, and it’s Growing… 
7 
And smartphone and tablet adoption for onli...
We help Restaurants Manage & Fill their Business 
8 
White label 
CRM Online 
booking 
TMS 
RM 
Yield 
Management 
Promoti...
iBeacon is our latest Technology Innovation to respond to these trends 
… And we have Partners here 
today to talk about o...
10 
And Continue to Invest in Product Development – to Manage
11 
And Continue to Invest in Product Development – and Fill
And Continue to Invest in Product Development – our Intelligent Marketplace 
12
Strategic Partnership with Michelin
14 
Michelin Restaurants App 
INSERT Video: 
Michelin_Academy_v2.mov
There is so much new technology and noise online, how do we 
get the most out of it?
Turns out we don’t need all this fancy stuff, but rather embrace 
the flow of the web and the basics.
People access the web through an incredible amount of devices 
today. On the Happytables platform alone, that’s over 2000 ...
Desktop computers are now in the minority. Mobile traffic to a 
restaurant website accounts for over 50% of its traffic.
People will even use game consoles to visit restaurant websites.
…. Even browsing your restaurant website from cars and other 
unconventional devices.
Almost 10% of internet users have some form of disability, it’s 
Important to make sure they can access your website.
Colour blindness is one very common disability, you should be 
able to see a number in each one of these circles.
Which number do you see here? 
You won’t see any and that’s how it feels when someone who has 
a colour deficiency visits ...
Your website is a source of information, not a collection of 
flyers or posters.
Make sure you have your location, phone number, food menus 
and call to action (reservation or online ordering button) dis...
Eliminate unnecessary pages. They only confuse the viewer and 
hide important content from them.
Here is a sample website. You can see off the bat that it has been 
designed to be somewhat mobile-friendly.
If you were on data roaming (UK phone in the US), it would have 
cost you £15, more than anything on the menu!
Cultivate social profiles with original content, push content that is 
shareable and enjoyed by many.
Not every photo has to be professional, this small bakery has 
a great following using just an iPhone.
Even their followers will mention and tag their friends who 
do not follow the bakery yet, talk about social proof.
Your other web presences will be more popular than your 
website in many cases, keep an eye on them.
In some ways, the conversations we have in person are the same as digital. 
Would you refuse a disabled person service? No...
Business Insights 
Real-time call tracking & analytics
Business Insights 
Real-time call tracking & analytics
what? 
who? 
Real-time call tracking & analytics 
when? 
why?
…of mobile searches trigger 
additional actions 
73% 
Real-time call tracking & analytics
…of SMBs consider phone calls 
most valuable leads 
66% 
Real-time call tracking & analytics
…lost calls to restaurants 
40% 
Real-time call tracking & analytics
… be prepared! 
Real-time call tracking & analytics
Let’s go Dutch 
Real-time call tracking & analytics
www.iovox.com 
Real-time call tracking & analytics
Keeping Pace with 
the Digital Diner 
Stephanie Osiol, Industry Analyst, Google
The pace of technological change is 
ACCELERATING
The UK online population is growing 
73% 75% 83% 
2012 2013 2014
Highest internet use in Europe 
Percentage of population on 
the internet every day for 
personal use
Device shift is accelerating 
Smartphone users in the UK 
30% 
2011 
68% 
2014 
Tablet users in the UK 
4% 
2011 
40% 
201...
Online media use will surpass TV 
Print 3.8% 
Radio 16.0% 
TV 37.6% 
Online 42.6% 
Tablet 8.5% 
Mobile 12.5% 
Desktop 21.6...
The living room of yesterday
The living room of today
The restaurant of today
Technology allows restaurants to: 
Be trend 
savvy 
Be 
discoverable 
Be 
accessible
1 Be trend savvy
Customers look for food trends online
Small plates taking off
Traditional food is gaining popularity
New traditions are always emerging
The UK embraced the cupcake craze
Brits also feel empowered to recreate 
them at home
Keep a finger on the pulse of trends 
google.com/trends
Know how your customers find you 
google.com/analytics
Be trend savvy 
1. Social media accelerates the spread of 
trends 
2. Online tools make trends easier to identify 
early
2 Be discoverable
Restaurant-goers research online 
Researched online while planning next restaurant visit or order:
Their journey starts with search 
Sites visited while planning next restaurant visit or order: 
Search 
engines 
64% 
Bran...
Restaurant searches grew 5% this year 
1.20 
1.00 
0.80 
0.60 
0.40 
0.20 
- 
2012 2013 2014 
January February March April...
Half of UK smartphone users have searched 
for a restaurant on their mobile 
66% intend to visit that restaurant the 
same...
Mobile experience matters 
57% 40%
Searchers look for local information like 
maps and directions
The anatomy of a search page 
Keyword 
Paid advertising 
Organic
Think local 
google.com/business
Use location information in ads 
Help customers find you 
and drive them to your 
local business.
Be discoverable 
1. Your customers are looking for you online 
on multiple devices 
2. Search is the first stop in their r...
3 Be accessible
Social media has created #FOMO
The rise of #foodporn
Customers expect a two-way 
conversation
YouTube has become a foodie 
destination
McDonalds invites fans to build their 
own burger
Know your competition 
monitor.wildfireapp.com
Be accessible 
1. Have a two-way conversation with your 
customers 
2. Make sure your restaurant is ready for the 
custome...
Be trend 
savvy 
Be 
discoverable 
Be 
accessible
Thank you
The Digital Guest 
How the internet changes the restaurant business
Christian Rätsch 
CEO Saatchi & Saatchi 
„The hospitality industry the bottom-placed 
vertical concerning digital marketin...
What is a digital guest? 
• Does his researches online 
• Books his table online 
• Announces his stay online 
• Shares hi...
This digital guest has a 
Social Media Value
What is a digital guest? 
• Does his researches online 
• Books table online 
• Announces his stay online 
• Shares his ex...
For the digital guest the digital restaurant 
is equally important as 
the real restaurant.
1. Restaurant search
2. Arrival 
• Your guests are sending signals 
• Understand these signals 
and draw your conclusions
3. Stay 
The most hones mystery guests in the world.
4. Back Home 
• Encourage reviews 
• Direct reviews 
• Understand the reviews
You have to satisfy your guest 
in both of his worlds.
www.reputami.com
Thank you! 
#BookatableAcademy
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
Bookatable Academy - Sep 2014
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Bookatable Academy - Sep 2014

The opulent Billiard Room at 8 Northumberland in London was the setting for Bookatable’s 5th annual Academy event, held on 15th September 2014.

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Bookatable Academy - Sep 2014

  1. 1. Welcome to Bookatable’s Academy Joe Steele, CEO & Guy Halfhead, COO London, 15 September 2014 Strictly Confidential
  2. 2. Bookatable is the Marketplace Bringing Restaurants and Diners Together 3 Restaurants Consumers Manage and fill my restaurant Find and experience great dining Thousands of live restaurants across Europe and the rest of the world Intelligently matching restaurants with diners Daily Created Covers Online Millions of opted-in, mobile and engaged consumers 100,000 0 Jan-10 Sep-14
  3. 3. Our Customers, over 9,500 active across Europe and over 200 here today! 4 Fine dining Casual chains, gastro pubs, volume and destination sites Long tail independents Example Customers ERB Professional/Expert Standard/Light Freebookings/Light
  4. 4. For whom Bookatable’s Products and Services are central to operations… 5 INSERT Video: Vista_Bar Case study.mov
  5. 5. And as of last week we have a New Site Dedicated to our Customers 6 www.bookatable.co.uk/for-restaurants
  6. 6. We are at the Centre of Diners’ Online Booking Activity, and it’s Growing… 7 And smartphone and tablet adoption for online bookings has continued to rise since January:  40% increase in bookings being made within 2 hours of the dining time  Mobile & tablet devices now make half of all our bookings (up from 40% in January)  The proportion of mobile users booking on the go is up 10% in the last year
  7. 7. We help Restaurants Manage & Fill their Business 8 White label CRM Online booking TMS RM Yield Management Promotions Dynamic Pricing Bookatable Account Management Value & ROi Cloud Insights EPOS Real Time Marketplace Last minute Availability Manage • Reputation Management • EPOS • Workforce Scheduling • Email & Marketing • Loyalty • CRM Fill • Michelin Restaurants App • TripAdvisor • VISA & MasterCard • TimeOut • Square Meal • Zomato
  8. 8. iBeacon is our latest Technology Innovation to respond to these trends … And we have Partners here today to talk about other trends in Technology, Social Media and Online Reputation management 9
  9. 9. 10 And Continue to Invest in Product Development – to Manage
  10. 10. 11 And Continue to Invest in Product Development – and Fill
  11. 11. And Continue to Invest in Product Development – our Intelligent Marketplace 12
  12. 12. Strategic Partnership with Michelin
  13. 13. 14 Michelin Restaurants App INSERT Video: Michelin_Academy_v2.mov
  14. 14. There is so much new technology and noise online, how do we get the most out of it?
  15. 15. Turns out we don’t need all this fancy stuff, but rather embrace the flow of the web and the basics.
  16. 16. People access the web through an incredible amount of devices today. On the Happytables platform alone, that’s over 2000 different mobile devices.
  17. 17. Desktop computers are now in the minority. Mobile traffic to a restaurant website accounts for over 50% of its traffic.
  18. 18. People will even use game consoles to visit restaurant websites.
  19. 19. …. Even browsing your restaurant website from cars and other unconventional devices.
  20. 20. Almost 10% of internet users have some form of disability, it’s Important to make sure they can access your website.
  21. 21. Colour blindness is one very common disability, you should be able to see a number in each one of these circles.
  22. 22. Which number do you see here? You won’t see any and that’s how it feels when someone who has a colour deficiency visits your website and can’t tell the difference between text and background. Text the accessibility of your website here: http://achecker.ca/checker/index.php http://wave.webaim.org/website .
  23. 23. Your website is a source of information, not a collection of flyers or posters.
  24. 24. Make sure you have your location, phone number, food menus and call to action (reservation or online ordering button) displayed In a clear manner.
  25. 25. Eliminate unnecessary pages. They only confuse the viewer and hide important content from them.
  26. 26. Here is a sample website. You can see off the bat that it has been designed to be somewhat mobile-friendly.
  27. 27. If you were on data roaming (UK phone in the US), it would have cost you £15, more than anything on the menu!
  28. 28. Cultivate social profiles with original content, push content that is shareable and enjoyed by many.
  29. 29. Not every photo has to be professional, this small bakery has a great following using just an iPhone.
  30. 30. Even their followers will mention and tag their friends who do not follow the bakery yet, talk about social proof.
  31. 31. Your other web presences will be more popular than your website in many cases, keep an eye on them.
  32. 32. In some ways, the conversations we have in person are the same as digital. Would you refuse a disabled person service? No, but maybe your website does? Would you bury your opening times past the bathroom at the back of your restaurant, or on the glass in front of your business? Create clear navigation and provide information that people seek upfront. Do you disregard feedback from clients within your restaurant? No, so why would you not check on them across your various social profiles (Twitter, Foursquare, Tripadvisor, etc.)
  33. 33. Business Insights Real-time call tracking & analytics
  34. 34. Business Insights Real-time call tracking & analytics
  35. 35. what? who? Real-time call tracking & analytics when? why?
  36. 36. …of mobile searches trigger additional actions 73% Real-time call tracking & analytics
  37. 37. …of SMBs consider phone calls most valuable leads 66% Real-time call tracking & analytics
  38. 38. …lost calls to restaurants 40% Real-time call tracking & analytics
  39. 39. … be prepared! Real-time call tracking & analytics
  40. 40. Let’s go Dutch Real-time call tracking & analytics
  41. 41. www.iovox.com Real-time call tracking & analytics
  42. 42. Keeping Pace with the Digital Diner Stephanie Osiol, Industry Analyst, Google
  43. 43. The pace of technological change is ACCELERATING
  44. 44. The UK online population is growing 73% 75% 83% 2012 2013 2014
  45. 45. Highest internet use in Europe Percentage of population on the internet every day for personal use
  46. 46. Device shift is accelerating Smartphone users in the UK 30% 2011 68% 2014 Tablet users in the UK 4% 2011 40% 2014
  47. 47. Online media use will surpass TV Print 3.8% Radio 16.0% TV 37.6% Online 42.6% Tablet 8.5% Mobile 12.5% Desktop 21.6%
  48. 48. The living room of yesterday
  49. 49. The living room of today
  50. 50. The restaurant of today
  51. 51. Technology allows restaurants to: Be trend savvy Be discoverable Be accessible
  52. 52. 1 Be trend savvy
  53. 53. Customers look for food trends online
  54. 54. Small plates taking off
  55. 55. Traditional food is gaining popularity
  56. 56. New traditions are always emerging
  57. 57. The UK embraced the cupcake craze
  58. 58. Brits also feel empowered to recreate them at home
  59. 59. Keep a finger on the pulse of trends google.com/trends
  60. 60. Know how your customers find you google.com/analytics
  61. 61. Be trend savvy 1. Social media accelerates the spread of trends 2. Online tools make trends easier to identify early
  62. 62. 2 Be discoverable
  63. 63. Restaurant-goers research online Researched online while planning next restaurant visit or order:
  64. 64. Their journey starts with search Sites visited while planning next restaurant visit or order: Search engines 64% Brand site/app 60% Maps site/app 50% Coupon/daily deal site/app 44% Restaurant review site/app 39%
  65. 65. Restaurant searches grew 5% this year 1.20 1.00 0.80 0.60 0.40 0.20 - 2012 2013 2014 January February March April May June July August September October November December
  66. 66. Half of UK smartphone users have searched for a restaurant on their mobile 66% intend to visit that restaurant the same day
  67. 67. Mobile experience matters 57% 40%
  68. 68. Searchers look for local information like maps and directions
  69. 69. The anatomy of a search page Keyword Paid advertising Organic
  70. 70. Think local google.com/business
  71. 71. Use location information in ads Help customers find you and drive them to your local business.
  72. 72. Be discoverable 1. Your customers are looking for you online on multiple devices 2. Search is the first stop in their research path
  73. 73. 3 Be accessible
  74. 74. Social media has created #FOMO
  75. 75. The rise of #foodporn
  76. 76. Customers expect a two-way conversation
  77. 77. YouTube has become a foodie destination
  78. 78. McDonalds invites fans to build their own burger
  79. 79. Know your competition monitor.wildfireapp.com
  80. 80. Be accessible 1. Have a two-way conversation with your customers 2. Make sure your restaurant is ready for the customer moments that matter
  81. 81. Be trend savvy Be discoverable Be accessible
  82. 82. Thank you
  83. 83. The Digital Guest How the internet changes the restaurant business
  84. 84. Christian Rätsch CEO Saatchi & Saatchi „The hospitality industry the bottom-placed vertical concerning digital marketing!“
  85. 85. What is a digital guest? • Does his researches online • Books his table online • Announces his stay online • Shares his experience online
  86. 86. This digital guest has a Social Media Value
  87. 87. What is a digital guest? • Does his researches online • Books table online • Announces his stay online • Shares his experience online
  88. 88. For the digital guest the digital restaurant is equally important as the real restaurant.
  89. 89. 1. Restaurant search
  90. 90. 2. Arrival • Your guests are sending signals • Understand these signals and draw your conclusions
  91. 91. 3. Stay The most hones mystery guests in the world.
  92. 92. 4. Back Home • Encourage reviews • Direct reviews • Understand the reviews
  93. 93. You have to satisfy your guest in both of his worlds.
  94. 94. www.reputami.com
  95. 95. Thank you! #BookatableAcademy

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