With the rise of social media usage, and the internet being the go-to place for information about restuarants, what percentage of reservations come from e-booking channels?
In the Caterer Middle East Head Chef Survey 2014, we asked the chefs how much of a role does the World Wide Web play in placing ‘bums on seats’.
Nearly 26% said 1-10% of reservations come through their own website, and 25% said the same amount comes through third-party websites. Third party websites are now showing an increase in usage by restaurants from last year, when 26% said they didn’t use third-party websites, and only 20% got some reservations from them.
This year we asked about reservations through social media, and 27% said they got at least 1-10% reservations through social media like Twitter and Facebook.
Our resident social media and digital expert Martin Kubler, director of iconsulthotels, said it has definitely been interesting to see the increase in ‘social’ restaurant bookings, but perhaps not surprising. He said: “With every year, social media usage is becoming more main stream and more and more people use social media as their preferred communication channel to accomplish everyday tasks.
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“Add to that the steady growth in mobile internet access and the increasing trend to do things ‘right here, right now’, and the increase in social restaurant bookings and inquiries is even less surprising. Mobile users in the UAE are very keen to download and use the latest mobile apps, which make finding out about restaurants and making bookings very easy.”
He continued: “Lastly, and especially in a multi-cultural environment like Dubai, I find that many people prefer to use social media or online booking apps to make restaurant reservations, because it avoids communication and language problems when calling a restaurant, and you get an instant confirmation.”
Kubler added that this trend will increase further, especially with developments in social media websites matching this state of affairs.
He reveals his reasoning: “Facebook recently added the ability to upload menus to local restaurant, café, and hotel business pages — a move that was mirrored by review sites like YaDig.com. Foursquare has transformed itself from a ‘check in’ app into a social recommendation engine, and existing online booking stalwarts such as Foodonclick or Roundmenu have streamlined and expanded their websites.”
St Tropez Bistro MOE head chef David Cagle said: “We have found that various social media platforms have driven a significant footfall to our newly opened restaurant, through visual enticements (food and interior photos) and awareness of varied promotions. In a region that remains highly engaged with social media platforms, we have also found that our guests are also great in spreading our word through their own postings that are read by their cohort.”
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