Case Studies

Moving away from advertising vendors to simple, effortless ways in attracting customers.
Minimising tedious telephone reservation.

 

999.99
Mr. Masanao Saito, Culinary Director

 

— What is concept of your restaurant?

Mr. Saito: The motto of our restaurant is to serve excellent quality food, yet within affordable prices that is usually not experienced elsewhere. So, our customers demographic ranges widely from those with a high taste for quality as well as casual diners.

 

— How many of your customers make reservation before coming to your restaurant? What made you decide to use Toreta?

Mr. Saito: 70% of our customers make reservations. More than half of them are from online booking as well as emails while the rest through telephone. As we have numerous reservations, we required a reservation tool that allows us to manage conveniently without much technicality and importantly trustable. That is the main reason why we chose Toreta.

 

— 70% of reservation ratio is very high. What type of marketing activities are you doing to promote online reservations?

Mr. Saito: We have learnt recently that we can pull in more customers by enhancing possessed media, for example, our website and Facebook page, driving traffic there through SEM (Search Engine Marketing) like Google AdWords for instance. These ‘self-efforts’ are a great deal more cost-efficient and generates higher return for money invested than paying promotional expenses and reservation fee to restaurant listing media.

 

— That is true. Advertising is a kind of double-edged sword. You may be able to attract more customers through advertisement, but it is very addictive and some restaurants seem too dependent on it to forget ‘self-efforts’ which is fundamental to any type of business.

Mr. Saito: We are trying to increase online reservations by shifting from advertising medias to ‘self-effort’ activities. That’s why we put more effort even in photos posted on our Facebook page. These photos visually represent our restaurant, easy accessible and they are liked and shared over social media, which we believe ultimately leads to acquiring new customers.

 

— What is good about online reservation in restaurant operation?

Mr. Saito: Before, we took in many phone calls daily, so at least one staff is required to wait for calls the entire day. But after online reservation, we can reduce that manpower by 50%. By converting those hours we spent waiting in front of the phone, I think online reservation has made our operations much more productive.

— How many of your staff are taking reservations? How is Toreta useful?

Mr. Saito: 8 staff members are using Toreta, including myself. As it is visually intuitive and user friendly, even new staff can use it without much instruction.

The best part about Toreta is its user interface. It visually shows how tables are occupied by time or by table. So, even at peak hours, we can assign tables to customers very quickly without making customers wait. In that sense, Toreta contributes to increased service and hospitality of our restaurant.

 

— Toreta has customer management functions as well. How do you utilize it?

Mr. Saito: It sets a reminder for unique information such as customers’ birthday, vegetarian customers, VIPs, etc. These customer attributes are shown on reservation list as an icon. Also, you can record customers’ profile information very efficiently, using Memo function of Toreta.

Furthermore, we can keep a history of No-Show which is a huge headache for most restaurants. For those customers with such records, we can at least set a frequent reminder of their reservation date and time.

 

— In which direction do you think restaurant reservation is moving forward.

Mr. Saito: In order to increase the quantity of reservation based customers, we need to provide ‘value’ that is worthwhile for customers making reservations. So, I believe it is essential to provide more pictures of enticing food as well as customers dining experience which eventually brings down the number of ‘No-Show’ customers.
 

 

999.99

  • Address: 29 Keong Saik Road, Singapore 089136
  • Capacity: 50
  • Average Price per Pax: $90
  • Cuisine: French
  • Website
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