The Brief

OpenTable is an online restaurant reservation provider that services more than 37,000 restaurants globally. We were engaged to determine the opportunities and possible challenges that may exist as OpenTable explored entry into the Australian market

The Work

We conducted focus groups with Melbourne restaurant owners to understand their operations and marketing processes, use of technology, and restaurant booking systems. We also engaged frequent restaurant diners to understand their preferences regarding restaurant booking and compare these insights to those gained in overseas markets.

“The McCrindle team was great to work with. They were really knowledgeable and ran the sessions excellently.”

Results & Deliverables

OpenTable was able to use the insights to position its strategic acquisition of bookarestaurant.com and enter the Australian market. OpenTable now connects hundreds of Australian restaurants with thousands of diners across Australia’s capital and regional cities. Over 1,000 restaurants are serviced in Sydney and Melbourne alone.