OpenTable has expanded its Regulars loyalty programme, offering exclusive access to hard-to-book restaurant reservations and strengthening experiential rewards for frequent diners.
OpenTable, an online restaurant reservation platform, has introduced a new benefit to its OpenTable Regulars loyalty programme that gives frequent diners priority access to reservations at some of the most sought-after restaurants. The update is designed to strengthen customer loyalty by offering exclusive dining experiences beyond traditional rewards.
Customers who achieve Gold status by honouring at least six OpenTable reservations within a 12-month period will receive access to “Primetime Reservations” at more than 500 high-demand restaurants across 50 cities. Gold members will also receive early notifications of last-minute table availability via the Notify Me feature and qualify for 6 months of Uber One membership.
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According to OpenTable, customer research found that loyalty rewards are most effective when they are simple to understand, easy to use and provide meaningful value. The company said the new benefit aims to turn loyalty into exclusive access rather than relying solely on transactional rewards such as discounts or dining credits.
Ryan Volberg, Founder and Chief Executive Officer of Guestologie, said that exclusive experiences can create stronger emotional connections than traditional reward programmes.
“Giving a guest the ability to secure an otherwise impossible reservation is far more meaningful than offering another free appetiser or discount. It makes the guest feel recognised, valued and part of something exclusive,” said Volberg.
Volberg added that restaurants can strengthen loyalty through benefits such as exclusive events, behind-the-scenes experiences and personalised recognition, arguing that memorable experiences often have a greater impact on long-term customer relationships than points-based rewards.
“The irony is that many loyalty programmes invest heavily in earning points after the visit, while the moments that most influence loyalty occur during the visit itself. A guest is far more likely to remember being genuinely recognised, welcomed by name and treated in a way that reflects their relationship with the restaurant than they are to remember earning another 200 points,” Volberg added.
He noted that while experiential rewards are more difficult to standardise than discounts, they can help strengthen emotional loyalty and encourage customers to choose one restaurant over another, even when price, location and menu offerings are similar.
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