Tucked away in the elegant Shadow Play by Peppers in Melbourne’s Southbank, Edwin Wine Bar & Cellar is a hidden gem that offers an intimate, boutique dining experience. This exclusive venue, set apart from the hustle and bustle of the city streets, provides a sanctuary of Victorian charm. With an extensive wine list showcasing the best of Victoria and a menu that changes with the seasons, Edwin Wine Bar is a haven for those who appreciate the finer things in life.
However, as Nico, the Sales and Marketing Manager at Edwin Wine Bar & Cellar, explains, the very qualities that make Edwin so special also presented some significant challenges. “We’re located off street level, away from the hustle and bustle, which adds to our exclusive ambiance. But it also means we don’t get the foot traffic that other venues might. Our visibility is very difficult. And then there’s the issue of trying to get tables booked for the early hours, starting from five o’clock. These were two major challenges for us.”
This lack of visibility made it difficult to draw in customers who might otherwise have wandered in off the street. Despite being a sought-after destination for those in the know, Edwin struggled to fill its tables during the quieter, early evening hours. It was a problem that needed a creative solution, and that solution came in the form of First Table—a restaurant discovery platform designed to bring diners in during off-peak times.
The game changed for Edwin Wine Bar after joining forces with First Table with the impact being felt right away. “First Table has been absolutely amazing for Edwin Wine Bar,” Nico reflects. “Being attached to a hotel, we have a lot of guests constantly walking through to the front entry. Having those tables filled during that early period between five and six o’clock has greatly impacted us. Guests see we’re busy, they see we’re full, they see our amazing vibe, and they actually want to come in and dine with us at that time.”
This success is part of a larger trend across Melbourne, where First Table has now partnered with 100 venues, helping restaurants like Edwin Wine Bar overcome similar challenges. The platform has proven instrumental in not just filling tables during off-peak hours but also in expanding the digital presence and reach of these establishments.
Beyond filling tables, First Table offered Edwin Wine Bar an invaluable boost in its digital presence. The platform provided access to a huge database of potential diners and helped strengthen the restaurant’s online profile. “What we love about First Table is access to the huge database and great online presence,” Nico explains. “After diners enjoy their meal, they’re prompted to leave a review within 24 hours, which is fantastic for us because we get extra content into Google. It’s another opportunity for Edwin to generate more revenue during a time that’s often quiet.”
Nico also highlights the seamless experience of working with the First Table team. “Interacting with the team from First Table has been great. It’s very seamless, personable—I can’t recommend it highly enough.”
For Edwin Wine Bar & Cellar, the partnership with First Table was more than just a solution to a problem; it was a strategic move that transformed challenges into opportunities. By attracting early diners and enhancing its online presence, Edwin not only overcame the hurdles posed by its location but also built a broader, more engaged customer base.
Reflecting on the success, Nico encourages other businesses facing similar challenges to consider this approach. “So, if your business has the capacity to take on more diners, I highly recommend First Table.”
Edwin Wine Bar & Cellar’s journey is a testament to the power of strategic partnerships and innovative solutions in navigating the competitive landscape of Melbourne’s dining scene. In an industry where visibility and timing are everything, finding the right partner can make all the difference.
