Dive Brief:
- OpenTable has launched a new version of its loyalty program, now called OpenTable Regulars, the company said in a Monday press release.
- The program allows diners to earn and redeem points for experiences and is expected to create repeat business for restaurants, according to the press release. Diners earn 100 points per booking, with select reservations offering as many as 1,000 points.
- The third-party reservation space is becoming more competitive, especially since DoorDash acquired SevenRooms and is now offering in-app reservations and dine-in rewards.
Dive Insight:
OpenTable Regulars offers a variety of benefits depending on the market. In the U.S., diners can use their points to contribute to checks while dining out. Points can be exchanged for Amazon gift cards in the U.S., Canada, the United Kingdom, Australia and Germany. In select global markets, diners can redeem points on prepaid experiences like prix fixe menus, wine tastings or dinner-and-a-show.
OpenTable also added a Gold status tier, which offers enhanced benefits to its most frequent diners, which could differentiate it from DoorDash’s program. This status is unlocked after guests complete six reservations on the platform within 12 months. Gold status lasts for a year and offers various benefits, including a notify-me feature that alerts diners of last-minute openings at restaurants earlier than other guests. Diners who previously held VIP status will have the opportunity to join the Gold status.
Gold members receive six months of Uber One for free in the U.S., Canada, United Kingdom, Mexico, Germany and Ireland. Earlier this year, OpenTable and Uber Eats said they would launch an integrated partnership during the fall, with a Dine Out tab added to Uber Eat’s app allowing its users to find dine-in deals, book reservations and plan rides.
OpenTable will add more benefits in the coming year, Robin Chiang, chief growth officer at OpenTable, said in a statement. The program is free and diners can track their points on a new loyalty hub online or on the app.
