OpenTable rolls out upgraded Regulars loyalty scheme worldwide
OpenTable has launched a revamped loyalty programme that aims to reward diners for restaurant bookings while supporting increased repeat business for venues.
The company unveiled its updated scheme, OpenTable Regulars, which is available at no cost to all users of its booking platform. With the new programme, diners can earn points for completed reservations made directly on OpenTable, collecting 100 points per standard booking, with some reservations offering as many as 1,000 points.
Research findings
Research commissioned by OpenTable indicates that nearly half of Australian diners, at 48%, stated that receiving a freebie when dining out would increase the likelihood of them booking again. This data is based on an online survey conducted among 1,521 Australians, weighted for major cities and adhering to established market research guidelines.
The introduction of the OpenTable Regulars programme responds to these consumer preferences, enabling diners to gain rewards for their ongoing patronage of restaurants listed on the platform.
Programmeme details
The OpenTable Regulars programme provides updated redemption options for diners. Points accrued can be used towards prepaid experiences, including set menus, wine tastings, or unique dinner-and-a-show events in select global markets. In the United States, diners can use points as a contribution towards their bill at participating restaurants. Additionally, points can be exchanged for Amazon gift cards in Australia, the United Kingdom, the United States, Canada, and Germany.
OpenTable has also created a new loyalty hub accessible both online and within its app. This hub enables users to track their point balance and access exclusive benefits and rewards tailored to their preferences.
Loyalty tiers
The platform introduces Gold status, a loyalty tier designed for frequent diners. To qualify for Gold status, diners must complete six reservations through OpenTable within a 12-month period. This status is then valid for one year.
Gold status members receive several benefits, including early notifications for last-minute table openings at popular restaurants. The platform's notify-me feature ensures priority alerts for Gold members over other users. At launch, those who previously held VIP status will have the opportunity to upgrade to Gold status under the new system.
Another introductory perk for Gold members in select markets, including Australia, is a six-month Uber One membership, provided they are new to Uber One. This benefit is also available in the US, Canada, the UK, Mexico, Germany, and Ireland.
Comments from OpenTable
Robin Chiang, Chief Growth Officer at OpenTable, said,
"Restaurants depend on loyal, high-value guests, and our enhanced loyalty program is designed to deliver just that. This program is a big win for diners, too, who will benefit from even more ways to redeem points and get access to perks from OpenTable's network of restaurants and strategic partners. We will be adding more benefits over the coming year. The program is seamless to sign up for, and it's completely free."
Support for venues
OpenTable expects that the revised loyalty offering will also deliver benefits to restaurants by encouraging repeat reservations from diners motivated by rewards. The structure is designed to enhance the value of bookings for participating venues.
Market availability
The rewards and redemption features of the OpenTable Regulars programme are currently accessible in Australia, the United States, the United Kingdom, Canada, Germany, and Mexico. Points for prepaid dining experiences are available in Australia, the United States, Mexico, and the United Kingdom, with plans to introduce this feature in Canada and Germany.
The survey findings suggest that there is strong consumer interest in loyalty schemes within the hospitality sector, and OpenTable has aligned its new programme to these preferences.
