Empty tables during off-peak hours can be a significant challenge for many restaurant owners, especially in competitive dining scenes like Melbourne and Sydney.
However, these quiet times can also present an opportunity to attract new customers and boost your business. In Australia’s ever-evolving hospitality industry, finding effective solutions to fill those seats can make all the difference.
The dining patterns in Australia have shifted, with more customers choosing to dine out during peak hours or opt for delivery. This trend has left many restaurants with underutilised tables during quieter periods. In a city like Melbourne, known for its vibrant and competitive dining culture, empty tables can mean missed opportunities and strain on your bottom line.
One small but impactful solution to this problem is First Table, a restaurant discovery platform designed to bring diners in during slower hours. Founded in New Zealand, First Table has expanded globally, including a growing presence in Australia.
The platform offers a free way for restaurant owners to list their empty tables and generate bookings when their venues would typically be quiet or completely empty. What makes First Table particularly appealing is its simplicity and accessibility: it’s free to list on, and the only commitment required from restaurants is to offer four tables a week.
For many restaurants, First Table has proven to be a game-changer. Take Melbourne’s Edwin Wine Bar & Cellar, for example, a venue known for its intimate, boutique dining experience. Despite its reputation as one of Melbourne’s top spots, Edwin faced the common challenge of filling tables during the early evening.
The partnership with First Table allowed Edwin to turn these empty tables into an asset, drawing in customers who might not have otherwise discovered the venue. The impact was felt right away, with a noticeable increase in early diners who were attracted by the offer and the ambiance.
The benefits of using First Table extend beyond just filling tables. First, it provides exposure to new customers, with over 75 per cent of First Table diners being first-time visitors to these restaurants. This not only fills seats but also introduces your venue to a broader audience who may not have discovered it otherwise.
Additionally, First Table offers free brand and marketing exposure. With 1.5 million diners in its database, the platform helps raise awareness of your restaurant among potential customers, giving your venue valuable visibility at no extra cost. The platform also helps generate bookings during those crucial early hours, turning what could have been a quiet evening into a bustling dining experience.
The effectiveness of First Table in filling seats and generating buzz aligns with broader industry trends. As Australian restaurants continue to navigate the challenges of fluctuating demand, platforms like First Table provide a practical solution to optimise table usage.
Melbourne is the most recent city in Australia to come on board with First Table, and already 100 venues are enjoying the benefits. With 33,000 covers delivered since launching only a year ago, the impact has been significant, demonstrating the platform’s ability to drive real results for restaurants across the city.
For restaurateurs in such a dynamic market, First Table offers a modest yet effective way to turn empty tables into a marketing asset. By listing your restaurant on the platform, you can reach new customers, gain free exposure, and fill those essential early tables, all with minimal commitment. It’s a straightforward approach that can help your restaurant thrive, even during the quieter times.
