Opentable is a popular online restaurant booking platform that was founded in 1998. Over the years, the company has faced challenges including increased competition and changing consumer behavior. However, Opentable has managed to adapt and change its marketing strategy to succeed in the industry.
Opentable's History
Opentable was founded in 1998 with the aim of making restaurant reservations easier for diners. The company's initial marketing strategy was to partner with restaurants and offer them a reservation management system. This system allowed restaurants to manage their reservations more efficiently and gave diners an easy way to book tables online. Opentable quickly became popular and expanded its services to new markets. However, the company faced challenges in the form of increasing competition from other online reservation platforms and changing consumer behavior.
Challenges Faced by Opentable
One of the biggest challenges faced by Opentable was the rise of mobile apps. As more and more people started using their smartphones to make reservations, Opentable had to adapt its strategy to keep up with the changing market. The company also faced competition from other online reservation platforms such as Yelp and Resy. Another challenge for Opentable was the changing behavior of consumers. More people were using social media to discover new restaurants and share their dining experiences. Opentable had to find a way to integrate social media into its marketing strategy to stay relevant.
Opentable's New Marketing Strategy
To overcome these challenges, Opentable developed a new marketing strategy that focused on digital marketing and partnerships.
Digital Marketing Efforts
Opentable invested heavily in digital marketing, including paid search, social media advertising, and email marketing. The company also revamped its website and mobile app to make it more user-friendly and appealing to diners. Opentable also started using data analytics to better understand its customers and tailor its marketing efforts to their needs. This allowed the company to offer personalized recommendations and promotions to diners.
New Partnerships
Opentable also formed new partnerships to expand its reach and offer more value to diners. The company partnered with travel websites and apps such as TripAdvisor and Kayak to offer integrated travel and dining experiences. Opentable also partnered with celebrity chefs and restaurants to offer exclusive dining experiences to its users.
Conclusion
Opentable's new marketing strategy has allowed the company to succeed in the competitive online restaurant booking market. By focusing on digital marketing and forming new partnerships, Opentable has been able to stay relevant and offer more value to its users. LSI Keywords: online restaurant booking, reservation management system, social media advertising, personalized recommendations, integrated travel and dining experiences. NLP Keywords: online reservation platforms, changing consumer behavior, mobile apps, data analytics, exclusive dining experiences.