Melbourne’s dining scene, already a foodie’s paradise, has just added another feather to its cap. First Table, the off-peak dining platform that’s been quietly revolutionising how Melburnians experience their favourite eateries, has reached a significant milestone: 100 venues now participate in offering diners the opportunity to enjoy meals at half the price by securing the first table of the night.
In a city renowned for its culinary diversity, First Table was designed to solve a common challenge faced by many restaurants: empty tables during off-peak times. Traditionally, diners tend to visit restaurants during peak hours, leaving restaurants with vacant tables earlier in their venue’s shift.
First Table has changed this by transforming these quieter times into bustling opportunities for restaurants by offering. By encouraging diners who might have previously opted for peak hours to explore the benefits of dining during off-peak periods, First Table has successfully filled this gap. With 100 venues now on board, the platform offers a diverse and extensive selection, catering to all tastes and preferences.
“We couldn’t be more thrilled to have reached this milestone in Melbourne,” says Mat Weir, founder and CEO of First Table. “It’s a testament to the fact that Melburnians love discovering great food and getting a fantastic offer while doing it. Plus, it’s a win for local restaurants, helping them fill seats during those quieter times.”
Maurizio Vasile, Head of Growth in Victoria, highlights the impact of the platform on the local dining scene: “First Table has been a fantastic tool for invigorating the Melbourne dining scene, particularly during those key off-peak periods. By bringing diners in early, we’re not just filling tables but also injecting energy and buzz into restaurants when they need it most. It’s been exciting to see how quickly Melburnians have embraced the concept, making it a vibrant part of the city’s dining culture.”
Since launching in Melbourne a year ago, First Table has delivered over 35,000 off-peak covers, demonstrating its ability to drive significant foot traffic to restaurants during traditionally slower periods. This platform isn’t just about great deals for diners; it’s also a powerful tool for restaurants. One of the standout benefits for venues on First Table is the exposure to new customers. An impressive 75%+ of First Table diners are first-time visitors to these restaurants, providing a fresh influx of patrons who might not have otherwise discovered these dining spots.
Thomas Whitechurch, marketing and events manager at The George on Collins, shares his experience: “Since partnering with First Table just after the platform launched last year, we’ve seen 82.45% of our First Table diners being new customers. The concept of 5 p.m. dining has really resonated, helping us fill those quieter, off-peak tables with food lovers who might not have discovered us otherwise. We’re proud to be part of a platform that not only fills seats but also introduces our venue to a whole new audience.”
The benefits extend beyond just filling seats. First Table provides restaurants with increased marketing reach, positioning them in front of a community of over 1.6 million food lovers connected to 2,000 restaurants across Australia, New Zealand, and the UK. This visibility is especially crucial during off-peak hours when restaurants typically struggle to fill tables. With First Table, these quieter times are transformed into opportunities to attract new customers, increase revenue, and build a loyal customer base.
As First Table celebrates its tenth anniversary globally this month, the success in Melbourne is a testament to the platform’s innovative approach to dining. It’s not just about discounts; it’s about creating win-win situations where diners enjoy great meals at a fraction of the cost, and restaurants benefit from increased exposure and steady bookings.
For Melbourne’s restaurateurs, the journey with First Table is just beginning. With the platform’s continued growth, there’s no better time to be part of this dining revolution, filling tables and reaching new heights in the vibrant food culture that the city is known for.
