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The Melting Pot taps into mobile reservations

August 18, 2011

The Melting Pot’s Sacramento branch is jumping on the mobile bandwagon via a new mobile booking service that helps drive consumers to its location.

The company is using Reserve Q’s platform to let consumers book their reservation via mobile. The company is hoping that the service will be an added convenience to its customers.

“Our business reaches across all segments of the restaurant industry, and Reserve Q is a way to bridge restaurant owners with consumers,” said Maureen Remmel, Delafield, WI-based director of marketing at ReServe Interactive.

ReServe Interactive is used in more than 1,500 hospitality venues across the country by more than 10,000 industry experts. The company has dual headquarters in Delafield, WI. and Livermore, CA.

On-the-go dining
Reserve Q lets users book tables at restaurants through a mobile-optimized page.

Restaurants are also able to manage wait lists and organize reservations through the platform.

Restaurants can choose to either direct consumers to a mobile-optimized page or to their Web site with embedded code.

“Mobile is the way consumers make reservations and function now, and we want to provide a tool for our customers so that they can stay on top of industry trends as much as possible,” Ms. Remmel said.

“Despite all the technology that restaurants have, many still use paper wait lists, which could be made easier and more efficient with a mobile device like an iPad or iPhone,” she said.

The company is spreading the word about the new service via social sites, email blasts and by visiting restaurants they think would be a good match with the system.

Dine on mobile
According to Ms. Remmel, Reserve Q sets itself apart from other online reservation companies, such as OpenTable, because it is a low-cost solution for restaurants.

For each party that a consumer books via Reserve Q, the restaurant is charged 99 cents from the company.

The company’s services also do not include any annual contracts or fees.

Mobile ordering is a huge industry trend for on-the-go consumers, but very few restaurants have opened up mobile platforms for sit-down reservations.

Recent examples of companies offering pre-ordering options include the apps Aislebuyer, GrubHub and Seamless.

“Diners want easy, reliable ways to make reservations and mobile is a natural extension of our services,” Ms. Remmel said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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