Should You Accept Reservations?

Staying up-to-date on the latest restaurant tendencies and trends can be overwhelming. One of the latest trends, however caught our eye. Recently, it has become more common for restaurants to refuse to take reservations. For many customers this practice is frustrating and inconvenient but the reason behind the no reservation trend has an explanation. Let us explain the possible benefits and detriments of accepting reservations and why this trend seems to be growing across restaurants.
Reservations can be advantageous but it takes exact planning and timing. Customers clearly like the option of making reservations because it allows them to plan their evening accordingly. The customer is able to say "Ok, I have two hours to be here before I have to be at dinner, which then I can sit down, eat, and then get to this movie (for example) by this time." Not having a reservation often means a lengthy wait before you are even seated. Sometimes on a weekend you can get to a restaurant and wait another 45+ minutes before being seated, which then begins the process of waiting for your food. Preventing reservations means that a customer must say to themselves, "what time will I be hungry? I should arrive an hour before that." On the other hand, the biggest problem with accepting reservations is if the customer is late or misses their reservation completely, it can take money away from your restaurant. Protocol differs between restaurants, but most wait at least 5 minutes for reservations before moving on to the next person in line. Canceled reservations and overestimated reservations are a problem too. If a potential customer is waiting on a table but can’t be seated because too many reservations were taken, chances are, the restaurant will lose that customer.
While there are detriments to accepting reservations there are benefits too. Restaurants that accept reservations have better access to large groups, parties and even conventions. Restaurant owners know that big parties typically result in big checks. If a large group cannot schedule a reservation with your restaurant they’re likely going to take their business elsewhere. If a group is wanting to eat together, they know it can be an ordeal without a reservation. Be sure to clearly mark reserved tables with signs like our Reserved Sign from Update International so everyone in the staff is aware of the large party. Walk-in customers will be more accepting of a wait time if they see a table is reserved, rather than simply not being utilized. Another benefit of reservations is that they can give your business a more upscale demeanor. If someone is wanting to schedule a nice evening out, especially if they have plans following dinner, they will want reservations. So, now that you've determined that you will accept reservations, the question is: How do you offer reservations without losing money?
Restaurants are dependent on their customers to arrive on time for their reservations or they will lose business. You may not be able to make your customers be punctual but you have options. Some restaurants who offer reservations require a deposit for reservations. If your customer does not show up you will still make money. Another option is dropping reservations after a certain amount of time. For example, if patrons are more than fifteen minutes late you can move their table to the next guest. Some restaurant use call ahead seating as an alternative to reservations. Call ahead seating is when customers calls and adds their name to a wait list as they’re driving to the restaurant. This is great for small groups but does not work well for parties.
Another factor in accepting or refusing reservations is understanding your restaurant style and clientele. If you’re debating between reservations and no-reservations consider a few things: Is your restaurant casual or formal dining? If you own a formal dining restaurant you will likely want to accept reservations especially if you serve long, multi-course dinners. Casual menus don’t take long and tables typically rotate quickly.   Where is your business located? If your business is located on a busy street and you accept walk-ins, reservations may be unnecessary. On the other hand, if your restaurant is in a less frequented area reservations may be a great way to bring in business. What can patrons do while they wait? If your business has a comfortable lounge area or an excellent bar, you can go without reservations and recommend your customers wait at the bar. When customers have a way to occupy their time and enjoy themselves, they will be more patient with wait times; however if they're stuck standing at the door, constantly shifting side to side to let people pass, a long wait can increase walk-outs. On the contrary, if your business has limited seating, reservations are likely a good idea.While your customers wait, always allow them to have the option to look at a menu, at least then, they'll be able to order quickly and eat sooner.
At Public Kitchen Supply we work to stay current in the restaurant industry. To make sure your restaurant stays up to date and has all the products it needs to handle restaurant reservations, visit our website at PublicKitchenSupply.com. Or, if you would like to speak to a sales representative directly you can call us at 1-800-458-1716, we'd be happy to help.