Hi, this is the blog for simpleERB. We mostly blog about restaurant reservations and restaurant “customer relationship management” but we like to do foodie stuff as well.

simpleERB solves lots of problems for restaurateurs, probably more than you imagined! Like “How to get a better price for your restaurant when you sell it.”

You can see a collection of them here.

Plus, get your free Ultimate Guide to Restaurant Marketing here, an actionable 93-page guide to make you a restaurant marketing master.

Or go straight to our sign up page for a free trial here

(No credit card required.)

Enjoy! And may all your customers be nice ones.

 

The simpleERB Team.



The countdown is on to the most wonderful time of the year…..the festive ‘silly’ season and Christmas Day! Over next two months for most restaurants, it will be the busiest and possibly most profitable time of the year.  Early bird bookers have probably already been making their mark in the diary the last few weeks, but the bulk of festive bookings will be jingling their bells in the coming weeks to grab a reservation.

simpleERB can help take the stress out of the booking and organising madness to ensure restaurants also have a merry time. We have a planning checklist below of various settings and reports to use that can make the whole process run ‘a little’ smoother. Shame simpleERB can’t also cook the turkey!

 

Check your Forward Bookings report

If you used simpleERB last Christmas, you can use the ‘forward booking report’ to compare your covers last year to what you currently have booked in the diary this year. Use this data to help with financial forecasting, purchasing/ordering (Christmas crackers!), staff rostering and checking if you need to increase your festive marketing if you appear to have less covers than you did at this time last year.

Three powerful ways simpleERB can maximise your profitability

Your everyday default settings might be set differently to how you want them run over Christmas on specific days/date when you have more staff on hand allowing the potential to get more people in door. For example you might want to allow more covers in at earlier dining time slot for set party bookings and a longer table turn time rather than your peak dinner times later in the evening. In our advance settings, you can control this with override max covers on time slots and the table turn time to manage specific date/day service/sittings better.

If you are going to be running sittings on the big day instead of your set time slot increments, simpleERB has a magical setting called ‘partial open days’. Here you can add different time slots you want customer to book without affecting other festive dates. A great example is, you could add two bookable sittings for Christmas Day customers (12:30 and 17:30 with a 2.5 hour table turn) to ensure no one books out with these set times. When adding in the two sittings, note you will need to make two individual time allocations making sure that your open/close and last order times do not overlap. It’s also helpful to amend different opening hours you might have during the festive season to make the most of it (you might wish to close early on Christmas Eve).

You might also wish to change around your normal restaurant layout around just for Christmas Day so that you can make areas more efficient for the larger bookings. For more information on how to change your restaurant layout, see our help article here. Alternatively open up a private function area/tables normally closed off from online booking or smaller parties to ensure you aren’t missing out on customers.

Close out dates to prevent accidental bookings

Make sure you close out  simpleERB using closed days on days you won’t be open over the festive period. This will close the online widget and removes time slots from the booking diary, so that none of your team can accidentally book a customer in that you won’t be able to take. 

Changes to widget availability

Bear in mind that customers will be trolling the internet for places to book last minute, therefore, it might be a good idea to make tweaks to your current widget availability. This could be lowering your normal max covers so that you are controlling large party bookings or increasing the minimum time between booking and arrival to ensure customers are not booking at the very last minute with warning on a busy night. Remember that you can alway close off your widget to specific dates/times and tables to help control booking flow.

Secure those large party bookings with deposit/card capture rules

If you are intending on accommodating large party bookings and want to avoid losing them to ‘no shows’ and last minute cancellations or a drop in numbers, we do suggest setting up deposit/card capture rules in simpleERB using the Stripe integration. This way you can be merry knowing that you have measures in place to secure that Christmas revenue. If you are unsure about whether you should enforce payment on larger bookings, take a look at our blog post here to help with the decision. (And deposits do help your cashflow!)

If you do enforce deposits, always remember to be vigilant on monitoring overdue deposits with reports (find out how here).

Add offers to monitor festive set menu allocations

You may have multiple fixed priced festive menus running along side your a la carte menu. To ensure you have enough Brussel sprouts for all to enjoy, in simpleERB you could utilise the booking offers setting by adding in your different menus to allow customers and staff to notify which option they wish to dine on within their booking details. Set these offers to have different booking availability you may require for specific date/days as well. You can then print out the diary with “notes” visible so chefs can quickly tally how many covers are dining on specific menus.

Use quick information buttons to be prepared for special requirements

To make certain your team are on top of any special booking requirements coming in the door, use the quick booking information buttons to mark these against bookings and view easily in the dairy view. These are customisable and can also be pulled in customer export reports. This way you can give advance warning to the chefs for any severe allergies/dietary requirements so there are no surprises

Finally, don’t forget the basics

With the silly season in full swing, it can be easy to forget the basic things to help with all bookings. Make sure you also have these points covers;

  • Staff messages – add notes to remind your team to ask customers for dietary/allergies, apply booking offers
  • Customer messages – add anything customers should be aware of about booking over the festive period via the online booking widget 
  • Revise your T&C – if you are going to have deposit/card capture or strict booking polices over the festive season, make sure you update your normal terms to reflect this


According to these statistics, in 2017 within the UK there were 86,630 businesses operating in the restaurant and mobile food service industry. With so many dining and delivery options, how do you keep customers coming back after wowing them with your service and food?

 

Restaurateurs know that it is by far easier and cheaper to get a sale from an existing customer than it is to go out and scout some new ones. However, did you know that the Harvard Business School advises that, “increasing customer retention rates by five percent increases profits by 25 percent to 95 percent” ? Even with the lure of increasing profit, retention is extremely important because it is these loyal customers that will provide you with regular business through quiet periods and will also help you attract new customers through recommendations.

So how can you improve your customer retention rates you may ask and build this customer loyalty? We have 5 tips below you can use with a bit of help from simpleERB. 

1) Customer Reviews

Reviews are a great way to gauge your customers experience and to also build a public rapport. By responding to negative and more importantly positive reviews, lets your customers know how much you value their comments. In simpleERB, you have the ability to control reviews internally by sending customers a review link after dining. This give customers an immediate outlet rather than going straight to social media. You can then send to positive reviews a personalised email by the tick of a button to thank them and ask them to help by reviewing on your preferred social media platform. Everyone likes to feel appreciated and by just responding to their personal experience can increase their likelihood of a revisit. See our blog post here on evidence that proves how important reviews are and our help article on simpleERB reviewing.

2)  Add personal touches to your customers’ experience

We all know how nice it is to have a simple candle added to a birthday dessert or complimentary chocolates at a special hotel stay. These extra touches are the ones that keep you going back, especially for celebratory occasions. You can add a personal touch, (that won’t break the bank), with the help of simpleERB before they even arrive by sending a personalised text message about their upcoming booking.

When making the customer booking, note down any dietary requirements or reasons for their visit within their booking using quick info buttons or notes. Have staff go through the diary view with “show quick info” option enabled the day prior or on the day and note any of these special requirements. Your staff can then go into each booking and send a personal text advising you are looking forward to; celebrating their birthday/anniversary, aware of their dietary requirements or have the high chairs at the ready with coloured pencils! This will show the restaurant you care about there booking needs and they will already have a positive vibe before walking in the door!

3) Use your customers’ booking data for tailored email campaigns

Tailoring your email campaigns to a specific criteria of your customer database, will ensure you are targeting the desired people who will maximise return and build a unique rapport with those customers. Customers are more likely to read the marketing email you have sent if it appeals to them exclusively. Think about how many company emails you receive daily that you actually open. You can easily narrow down your customer criteria with simpleERB by using the customers export report. Here you can filter customer data to; booking periods, previous booked offers/promotions and your customised quick info buttons. For example; you may wish join the band of restaurants increasing the number of vegan options in your menu. Send an email to all the customers who have been marked as vegan and welcome them to come in and try the new dishes you created for them!

4) Use booking offers for unique loyalty programs

A loyalty program or a competition are always great initiatives to entice customers to come back, which will  hopefully convert them into a ‘regular diner’. Once you have created a stand out incentive for your customers who have dined before, you can then create a private booking offer where you can send them a unique link to book their treat for being a great customer. Only customers with this link can book that online offer you have set up for them. Great example could be a free dessert on your fourth visit. Monitor this with a classic tamp card or have staff observe the customer booking history. When the customer dines for the third time, your staff could send over a personal email from within the customers booking with the link when marking the table ready. 

5) Keep on top of disappearing Customers 

Lastly and more importantly, you need to monitor those customers who are slipping away and entice them back! Like we said right back at the beginning (we’ve gone full circle), it is easier to get a sale from someone who has already dined in your restaurant. The disappearing customer report in simpleERB, which you can set to auto send each month, can help with this by being able to pull the right data. You can export a list of customer who previously dined 3 times in the year but haven’t visited in the past 3 months. Put this information to good use and set up a campaign to get them back in the door with a “we’ve missed you” personalised email along with a private bookable offer of a complimentary welcome back drink.

Apart from these five tips, you could always think outside the box and look at alternatives. This could be looking at setting up a live chat box on your website (click here to see Top 10 Live Chat Softwares ) or using messenger on your Facebook page with customer set FAQ. This allows customers to message you quickly for immediate gratification on trivial queries they might have about menus or bringing a cake which will help build a personable rapport before they even dine.

Image: StockSnap from Pixabay



With Christmas right around the corner (less than 3 months….but who’s counting) and mince pies already stocked on shop shelves, customers are on the hunt for booking the festive season.

Trying to run a smooth restaurant service can often resemble a plate spinning circus act, of trying to get the right balance with staffing, food costs and overheads. Then add to the mix the busy festive season, the dreaded no shows and the last minute cancellations and you could be one plate smash away from a significant hit to the bottom line and turning into the Christmas grinch.

According to an article from Big Hospitality at the beginning of the year, an online booking platform found that “over a third of UK diners say they have failed to turn up for a reservation”. You may ask, is it worth enforcing deposits on larger bookings over Christmas to protect your revenue?

Costs of a No Show / Late Cancellations

So let’s look at the actual cost of a no show. If the no show was for example a Christmas party of 10 and we say your festive 2 course set menu spend is £/$/€25 per person, and your gross profit before staff and fixed costs is 70%  – then this no show costs you £/$/€175 and your profit (or rather contribution to costs) would be £/$/€175 if they had turned up. That’s a big figure along with the extra cost of a few merry sherries to lose, plus the loss of 15-20 min service time to confirm if the customers are actually going to turn up. 

Even if the table was to turn up but only 5 showed due to last minute drop outs, you will still be down £/$/€87.50 and the possibility of another booking of 5 that you might have earlier turned away due to no availability! So you might be thinking from crunching the numbers….if only you had taken a deposit of £10 per head to cover the basic costs for that party booking so that you wouldn’t be out of pocket.

If you are not entirely sure if deposits are right for you, we have another great post looking at the pro/cons of deposits vs. holding credit card details.

Benefits of Enforcing Deposits

So obviously the main reason for deposits is to secure and protect your valuable restaurant revenue but there are also a few other benefits. 

  • Reduce and possibly eradicate the number of no shows

By having clear deposit and booking T&C’s, it will deter parties that book for 3 or 4 restaurants at the same time before finalising their plans. This way you know these larger parties are 90% going to attend – 10% unforeseen circumstances.

  • Efficiently budget for staff and keep team morale

By knowing you are covered financially for larger bookings, you will have a better control on staff rota and not over staff. This can boost team morale by not having to let casual staff leave early due to a quiet restaurant that wasn’t anticipated.

  • Your in control of the deposit

Rather than taking full payment upfront which could discourage bookings, deposits allow you to control and decide if given certain circumstances the customers should have it returned. With simpleERB deposits, you control the booking type that require deposits along with the ability to monitor overdue payments easily with reports.

simpleERB deposits are quick and secure to set up

Deposits are easy to set up within simpleERB with Stripe integration and you can rest easy knowing customers details are safe and secure and not being left around scribbled on paper notes.

You can find below some FAQ articles with information;

If you have any further questions about deposits or would like a copy of our payment set up guide, please get in touch via help@simpleERB.com

Image source – Pixabay



 

 

 

 

 

 

 

 

 

 

 

 

Image sourceSupernico26

 

Have you missed us? Sorry for the radio silence around here the past few months, however, we have plenty of excuses if you want to hear them!

We have been working hard on updates to keep in compliance with the new European payment regulations of SCA (Strong Customer Authentication) and we have been busy developing new smaller features and tweaks to enhance the booking system for you all. 

SCA (Strong Customer Authentication) 

To make sure we are in line with SCA regulations, our tech team have been working away to ensure customer payments with Stripe integration (deposits and card capture) don’t fall through the cracks and decline payments. We did experience a couple of teething problems with the initial switch on, after hours of pre-testing behind the scenes, which unfortunately did affect a few restaurants. So you can see it wasn’t as easy as 1..2..3. However, hats off to the team as this is now live within simpleERB so you can rest easy knowing that customers deposits will now be accepted without any authorisation problems. Especially as Christmas is in sight with customers already making bookings! 

If you don’t already have deposits and card capture set up, please see this link on more information. We feel this is a valuable feature in the lead up to Christmas to help reduce no shows and secure concrete festive bookings.

Snapshot of upcoming tweaks 

We will also be sending out a new release update soon with all the new tweaks to current features to improve the system. A lot of the new updates have come from user suggestions, which we highly welcome. A couple of these changes include;

  • Quick view of advanced cancelled bookings in manager day book (keep an eye out for large party cancellations!)
  • Widget bookings default to mobile number (so customers are not adding a landline to the incorrect field)
  • Historic booking report to show report in covers rather than bookings (more accurate data for forecasting)
  • Cancellation email sent to customers who call to cancel if an email is supplied (for customer’s reference)
  • Restaurant logo now displayed on customer booking confirmations (visual branding and marketing)

Along with the upcoming release notes, we have a couple of interesting blog posts on their way to help ease the pain in planning for the festive madness. So, we are happy to say…..we are back in the ‘blog’ business.



How simpleERB can help set you up for a successful Valentine’s service this year.

With Valentine’s Day fast approaching, is your restaurant already taking bookings and prepared to capitalise on what could be the busiest night after the festive silly season?

simpleERB can help you make the most of this profitable day by offering:

  • a dedicated one off floor plan to maximise capacity on the day, (the most “twos”),
  • a  forecast of your covers for this Valentine’s Day compared with your historical figures in previous years so that you can plan staffing, purchasing and last minute marketing
  • a database of customers to market to in a GDPR compliant way


Dedicated Floor plan

Rather than have your regular floor setup, you may want to optimise on tables of two’s and split up your normal larger tables for either just the one night or for a few days over the Valentine’s weekend.

What you do is create a new area called for example, ‘Restaurant Valentines’ with the layout you require. Then in advanced settings use the closed area function to close out your usual restaurant area/s for these dates. In addition to that, make sure that the Valentines area was closed from now until the dates required in February and then again after these dates until a date much further in the future.

If you already have advance bookings on these Valentine’s booking dates, you will need to move the bookings onto tables in this layout in order for you to be able to close off the area.

 

 

You could keep this area in your layouts to be used again or diarise a reminder to delete the area once the event has passed.

You are now able to take bookings without having to worry about rearranging tables once bookings have been made.

 

Forward Booking Reports

The forward booking report is simple but we believe it is very useful for planning ahead and forecasting.

It allows you to compare your forward bookings for a period on a given date, usually “today”,  with your forward bookings for the same period last year, or in previous years.

For example, you are planning on having a rose for every couple on the table. So you need to estimate how many you will need.

You can create a report which shows you how many covers you have booked as of today, for 14 Feb 2019 compared to the forward bookings you had on this date last year.

So if you find that you only have 85% of last years bookings, then you now know that you probably need to do some extra marketing, create special offers in simpleERBand email them to your customer base or advertise on Facebook, Instagram.

If however, you see that you are 25% up in bookings, then you will need to recruit more staff than you had rostered last year and certainly buy more roses!

You can access the report at; https://app.simpleerb.com/restaurant/reports/forwardbookings.aspx

 

 

Tailor your marketing campaigns to your customer base 

If you find you need to boost your bookings, you can download your simpleERB customer list to create marketing campaigns. You can also download it specifically for customers who made bookings last Valentine’s Day.

To download your customer database, go to reports, expand the list of reports and choose customer export.

You can filter the list using various different parameters for example, you may wish to only download a list of customers who dined on Valentine’s or you may want a list of customers you have tagged with a particular quick info label.

After clicking search, you will have the option to export the list as a .xls file.

 

 

Once you have the report, you can then use this to upload to a mail marketing website.

See the link below to a helpful article on how to use your user list and us Facebook Ads with Mailchimp.

http://help.simpleerb.com/advanced-features/download-your-user-list-and-use-facebook-ads-with-mailchimp

Already advertising your Valentine’s availability on Facebook?

Don’t forget you can further target your Valentine’s dining advertising to Facebook users in your area who are similar to your customers. Use Facebook’s lookalike audience feature to do this.

Make sure you narrow your targeting to people who are in a relationship though!



James Bond dines – from Casino Royale

Casino Royale book cover

“But it was only an infinitesimal clink of foils and as
the bowing maitre d’hotel led them through the crowded
room, it was forgotten as Bond in her wake watched the
heads of the diners turn to look at her.
The fashionable part of the restaurant was beside the
wide crescent of window built out like the broad stern of
a ship over the hotel gardens, but Bond had chosen a
table in one of the mirrored alcoves at the back of the
great room. These had survived from Edwardian days
and they were secluded and gay in white and gilt, with
the red silk-shaded table and wall lights of the late
Empire.

 

As they deciphered the maze of purple ink which
covered the double folio menu, Bond beckoned to the
sommelier. He turned to his companion.

‘Have you decided?’

‘I would love a glass of vodka,’ she said simply, and
went back to her study of the menu.

‘A small carafe of vodka, very cold,’ ordered Bond.
He said to her abruptly: ‘I can’t drink the health of your
new frock without knowing your Christian name.’

‘Vesper, ‘ she said. ‘Vesper Lynd. ‘ ,.

Bond gave her a look of inquiry.

‘It’s rather a bore always having to explain but I was
born in the evening, on a very stormy evening according
to my parents. Apparently they wanted to remember it.’
She smiled. ‘Some people like it, others don’t. I’m just
used to it.’

‘I think it’s a fine name,’ said Bond. An idea struck
him. ‘Can I borrow it?  He explained about the special
Martini he had invented and his search for a name for it.
‘The Vesper,’ he said. ‘It sounds perfect and it’s very
appropriate to the violet hour when my cocktail will
now be drunk all over the world. Can I have it? ‘

‘So long as I can try one first she promised.. ‘It
sounds a drink to be proud of.’

‘We’ll have one together when all this is finished,’
said Bond. ‘Win or lose. And now have you decided
what you would like to have for dinner? Please be ex-
pensive, ‘ he, added as he sensed her hesitation, ‘or you’ll
let down that beautiful frock.’ .’-,

‘I’d made two choices,’ she laughed, ‘and either
would have been delicious; but behaving like a
millionaire occasionally is a wonderful treat, and if
you’re sure . . . well, I’d like to start with caviar and
then have a/plain grilled rognon de veau with pommes ‘
souffles. And then I’d like to have fraises des bois with a
lot of cream. Is it very shameless to be so certain and so
expensive? ‘ She smiled at him inquiringly.

‘It’s a virtue, and anyway’ it’s only a good plain wholesome meal.’

He turned to the maitre d’hotel. ‘And
bring plenty of toast.”

‘The trouble always is,’ he explained to Vesper, ‘not
how to get enough caviar, but how to get enough toast
with it.

‘Now,’ he turned back to the menu, ‘I myself will
accompany Mademoiselle with the caviar; but then I
would like a very small tournedos, underdone, with
sauce Bearnaise and a coeur d’artichaut. While
Mademoiselle is enjoying the strawberries, I will have an
avocado pear with a little French dressing. Do you approve?’

The maitre d’hotel bowed.

‘My compliments, mademoiselle and monsieur. Mon-
sieur George . . .’ He turned to the sommelier and
repeated the two dinners for his benefit .

‘Parfait,’ said the sommelier, proffering the leather-
bound wine list.

‘If you agree,’ said Bond, ‘I would prefer to drink
champagne with you tonight. It is a cheerful wine, and it
suits the occasion — I hope,’ he added.

‘Yes, I would like champagne, ‘ she said.

With his finger on the page, Bond turned to the
sommelier: ‘The Taittinger 45?’

‘A fine wine, monsieur,’ said the sommelier. ‘But if
Monsieur will permit,’ he pointed with his pencil, ‘the
Brut Blanc de Blanc 1943 of the same marque is without
equal.’

Bond smiled. ‘So be it,’ he said.

“That is not a well-known brand,’ Bond explained to
his companion, ‘but it is probably the finest champagne
in the world.’ He grinned suddenly at the touch of
pretension in his remark.

‘You must forgive me,’ he said. ‘I take a ridiculous
pleasure in what I eat and drink. It comes partly from
being a bachelor, but mostly from a habit of taking a lot
of trouble over details. It’s very pernickety and old-
maidish really, but then when I’m working I generally
have to eat my meals alone and it makes them more interesting when one takes trouble.’

Vesper smiled at him.

‘I like it,’ she said. ‘I like doing everything fully, get-
ting the most out of everything one does. I think that’s
the way to live. But it sounds rather schoolgirlish when
one says it, she added apologetically.

The little carafe of Vodka had arrived in its bowl of
crushed ice, and Bond filled their glasses.

‘Well, I agree with you anyway,’ he said, ‘and now,
here’s luck for tonight, Vesper.’

‘Yes,’ said the girl quietly, as she held up her small,
glass and looked at him with a curious directness
straight in the eyes. ‘I hope all will go well tonight.

She seemed to Bond to give a quick involuntary shrug
of the shoulders as she spoke, but then she leant impulsively towards him. :

‘I have some news for you from Mathis. He was
longing to tell you himself. It’s, about the bomb: It’s a
fantastic story.’



simpleERB Update – Release 15.5
We have added a few new things to make life easier and fixed a few things, Merry Christmas!
Problem putting walk-in on a table with compromised stay time from bookings page 
You can now select compromised tables from the booking dropdown – compromised tables are listed last and show the reduced stay time.
Forward bookings up or down report 
This report allows you to compare a range of dates against another range of dates, for example: comparing last year’s December bookings against this year’s December bookings.
Allow customer to download/view old invoices 
Previous invoices can be downloaded or printed from the billing history
Require email address on bookings where a deposit is required 
When a booking requires a deposit, the booking cannot be placed without collecting the customer email address for deposit email.
Manager override removes the need for deposit and email.
Change login on https://www.simpleerb.com/ to login page 
We’ve moved login from the previous popup to a stand alone page for boring technical reasons. It does mean you can bookmark https://app.simpleerb.com/login/ though.
Add video to simpleERB website 
We’ve added a new overview video to the simpleERB website. It’s aimed at new customers but it’s worth a watch, you may see something you haven’t discovered!
Add all tables to closed tables 
When closing tables you can now close all tables in the restaurant.
You can use this to “book out slots” without the covers counting to your totals.
Email Queuing
simpleERB now handles email queuing in a better manner – meaning that emails will still send in the event of issues with our email delivery service.
Staff Settings Help Text  
We’ve clarified the help text on staff settings to explain better what PIN numbers do and the consequences of enabling them.


Forward bookings in simpleERB

In our latest release (15.5.1) we have one feature that we would like to talk about in more depth. This is “Forward Bookings”. It is a simple report but we think it could be very useful to you in your planning.

It allows you to compare your forward bookings for a period on a given date, usually “today”, with your forward bookings for the same period last year, or in previous years.

An example would be:

You are doing your planning for Xmas, what extra staff do you need, how many Xmas crackers to buy etc.

You can now create a report which shows you how many covers you have booked as of today, for the period 01 Dec 18 to 31 Dec 18 compared to the forward bookings you had on this date last year for the period 01 Dec 17 to 31 Dec 17.

So if you see that you only have 85% of last years bookings, then you now know that you probably need to do some extra marketing, create special offers in simpleERB and email them to your customer base.

If however, you see that you are 25% up, then you will need to recruit more staff than you had last year and certainly buy more Xmas crackers!

As a next step you can look at your cash position in the previous period and make informed estimates as to what it will be in the coming period based on the data from this report.

You can get the report here if you are a simpleERB user



As a restaurant owner you will be fully aware that running anything less than a tight ship results in chaos, missed potential and loss of profits.

Clearing the tables and setting them for the next guests, the peeled and chopped ingredients ready to hand to the chef, the speed at which the bill can be calculated at the end of the meal: these are all small details which completed hundreds of times each week can add up to hours of inefficiency and loss of profit.

6 problems: Paper diary vs electronic reservations diary - round one

Taking phone bookings

Another regular task you may not have considered: the time it takes for staff to answer phone bookings. Dealing with phone bookings may only take a minute or two, but consider: how many phone bookings a day does your restaurant take? Five? Ten? Twenty?

Let’s say your restaurant has ten phone bookings a day, it takes 90 seconds for the staff to deal with the booking, and the staff are paid on average $/£/€10 an hour.

The cost per day of taking the booking would be $/£/€ 2.50 per day.

If you take the same amount of bookings every day for a month, the cost would be $/£/€ 75 per month and $/£/€800 per year.

Hundreds of dollars loss per month

Of course these costs are assumptions. It may take your staff less time to take phone bookings. You may take fewer phone bookings than this per day.

But then again, it may take your staff longer than 90 seconds to take a phone booking. And you may take even more than 10 phone bookings.

If so, it is possible that phone bookings could be costing your restaurant$/£/€1000s, or even more, in time per year.

Not only is this cost inefficient, it is also hours of time that is taken away from being spent on your customer’s dining experience.

Online restaurant booking

Before phoning a restaurant to book, most diners will check first to see if there’s an online booking option.

Setting up online booking may seem daunting, or cost time you can’t afford to take away from your restaurant, but if you join simpleERB we take care of that for you.

It takes just 30 minutes to get your tables ready to book and we provide you with widgets so your customers can book on your website, Facebook, Twitter and Instagram.

Of course, there will always be customers who will prefer to phone their bookings in. But providing them with the option to book online takes away the number who will need to do so.

So your staff can spend their time away from the phone and on the customer’s dining experience.



Here on the simpleERB blog, we never stop stressing the importance of restaurant reviews to your business. We have discussed how negative restaurant reviews can help your business, how negative reviews can hurt your restaurant’s valuation, how to get a good review of your restaurant published on Yelp, and the benefits of publishing negative reviews of your own restaurant. The reason we dedicate so much space on this blog to reviews is because they are integral to your bottom line – as all the evidence in the articles above prove.

Responding to restaurant reviews

And now we have two other pieces of evidence to share. An article from Street Fight this week highlights two academic studies which provide fascination insights into the power of online reviews. The first is from Davide Proserpio of USC and Giorgos Zervas of Boston University in 2016 and is titled “Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews.”

The study analysed tens of thousands of TripAdvisor reviews and found that when hotels respond to consumer reviews, on average their review volume increases by 12% and their star rating goes up by 0.12 stars. This might not seem like a lot, but TripAdvisor’s average ratings are rounded to the nearest half star, so if your mathematical average goes from just 4.14 to 4.26, consumers will see a 4.5 rating where a business used to have a 4.

In a summary of the study published earlier this year in Harvard Business Review, the authors offer the following conclusion: “While negative reviews are unavoidable, our work shows that managers can actively participate in shaping their firms’ online reputations. By monitoring and responding to reviews, a manager can make sure that when negative reviews come in—as they inevitably will—they can respond constructively and maybe even raise their firm’s rating along the way.”

Text analysis of restaurant reviews

The second study is by professors Xun Xu, Xuequn Wang, Yibai Lee, and Mohammad Haghighi. It is entitled “Business intelligence in online customer textual reviews: Understanding consumer perceptions and influential factors,” and appeared in the International Journal of Information Management in 2017. The study analysed thousands of hotel reviews on booking.com and instead of looking at ratings, studied the textual content of the reviews, including language and sentiment. The study found the following:

“Online textual reviews can provide a way for businesses to understand customer needs and improve their products and services. Compared with customer ratings, online textual reviews can show more details about customers’ consumption experiences and customer perceptions because of their open structure. Thus, managers can obtain more insights regarding customers’ expectations and needs and their perceived quality of product and services.”

How simpleERB can help

So how to do these findings relate to simpleERB? Well, simpleERB allows you to add a link to the customer confirmation email which allows the customer to submit feedback to you after their meal.

When you get a good review you can tick a box on the email copy which sends them a request to share their review, along with links to your restaurant Facebook and Trip Advisor profiles.

You can then keep an eye on your profiles on these sites to wait for the relevant reviews and respond to them accordingly.

The feature also allows you to deal with negative reviews in house, before they are splashed over the review websites.

Having direct, timely feedback from customers who have just dined at your newsletter is a goldmine of insights you can use to improve your restaurant’s experience.



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