In two decades of working with top restaurants, I’ve learned one unchanging truth: it’s not just about getting guests through the door—it’s about turning them into regulars. And while OpenTable has long been a staple in restaurant operations, their latest features have transformed it from a simple reservation system into a powerful guest loyalty engine.

Let’s dive into how savvy restaurants are using these new features to create unforgettable guest experiences and drive repeat business.

The Game-Changing 360° Guest Profile

Remember when guest profiles were just basic contact info and visit history? Those days are gone. OpenTable’s new 360° Guest Profile is a comprehensive dashboard that gives you unprecedented insight into your guests’ experiences. Here’s what you need to know:

• Social Media Integration: Connect guest profiles with their social presence to understand their dining preferences and special occasions before they even tell you
• Spend Tracking: Monitor guest spending patterns to identify your highest-value customers and tailor your service accordingly
• Location Intelligence: See guests’ primary dining locations to better understand their neighborhood preferences and travel patterns
• Visual Recognition: Guest photos help your staff recognize VIPs instantly, ensuring seamless service from the moment they walk in

Pro Tip: Use this feature during pre-shift meetings to brief your team on incoming guests and their preferences.

Your Secret Weapon: The Activity Stream

Think of the Activity Stream as your restaurant’s command center. This feature consolidates every guest interaction in one place, making it impossible to miss important details. Here’s how to maximize it:

• Track reservation modifications in real-time
• Monitor SMS conversations between guests and staff
• Review confirmation and reminder histories
• Analyze communication patterns to improve guest engagement

Power User Strategy: Create custom tags for different types of interactions to track communication effectiveness and response times.

The Email Database Game-Changer

In perhaps the most significant update, OpenTable now gives you direct access to your guest email database (with proper opt-in permissions, of course). This isn’t just about having email addresses—it’s about owning your guest relationships. Use this for:

• Special event announcements
• Soft launch invitations
• Holiday promotions
• Loyalty program communication

Compliance Note: Always ensure your email marketing adheres to privacy laws and OpenTable’s terms of service.

Advanced Features You Can’t Ignore

1. Flexible Deposit Management

Gone are the days of all-or-nothing deposit policies. The new partial refund feature lets you:

• Offer proportional refunds for reduced party sizes
• Handle last-minute changes more gracefully
• Maintain goodwill while protecting your business

2. Customizable Terms & Conditions

Your restaurant, your rules. Create policies that:

• Match your brand voice
• Address specific operational needs
• Set clear expectations for guests

3. Experience Marketing

The new shareable links feature for Experiences makes it easier than ever to:

• Promote special events
• Share tasting menu offerings
• Market chef’s table experiences

Maximizing Your ROI: Implementation Strategy

To get the most out of these features, follow this implementation timeline:

1. Week 1: Set up and customize your 360° Guest Profiles
2. Week 2: Train staff on Activity Stream monitoring
3. Week 3: Develop your email marketing strategy
4. Week 4: Configure custom T&Cs and deposit policies

The Bottom Line

These new OpenTable features represent a significant shift in restaurant technology. They’re not just tools for managing reservations—they’re powerful assets for building lasting guest relationships and driving revenue growth.

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Have questions about implementing these features in your restaurant? Drop a comment below or reach out directly through our consultation form.