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Uber, Resy dine out on restaurant patrons’ mobile mind shiftBy
Uber’s partnership with Resy to let consumers book a prime-time table at a New York restaurant and then order and pay for taxi transportation via smartphone is the service sector’s latest effort to meet the growing demand for convenience sparked by the mobile mind shift.
The integration reduces to just five screen taps the process of making a reservation and arriving at the restaurant. It reflects the influence of Uber, the mobile application that allows users to order and pay for taxi service via smartphone, on an ever-widening swath of the mobile marketplace as consumers demand more integration of mobile functionality and service.
“In an era where people’s smartphones are basically their remote controls to everyday life, this integration helps to expedite a process that can be frustrating, which is why patrons will appreciate it,” said Ben Leventhal, Resy’s CEO and co-founder.
“Consumers can book a reservation at a top restaurant for when they want – no inside connections needed – and be able to arrive on time without having to worry about finding a cab, or even Googling for an address.
“Essentially, this partnership helps people to live a bit more seamlessly when it comes to planning and dining out,” he said.
Get an Uber
The New York restaurants offering the Button-integrated service include Balthazar, Minetta Tavern and Scarpetta.
When a diner makes a reservation on Resy, he or she will be presented with a “Get an Uber” option on the booking confirmation screen.
Those who book well in advance can request a push notification reminding them when it is time to order their car.
Guests booking at the last minute will be able to see available cars with wait times and estimated fares.
The partnership shows how Uber, headquartered in San Francisco, has rapidly gained traction as a reliable but pricey alternative to traditional taxi services.
It recruits citizen drivers to shuttle people to their destinations using a mobile app, through which the passengers also pay for their rides.
In August, Uber began to expand its burgeoning popularity into product delivery-on-demand.
It launched a test in the Washington market of a service called Corner Store that allows users to order from a menu of products that includes toiletries, gifts and office supplies.
The same month, Uber integrated its ride-service app with Hyatt Hotels’ mobile application to make it easier for guests to get from their current location to their Hyatt hotel.
Combinations such as Uber-Resy are likely to become more common as brands and companies grasp that they win and lose consumer loyalty during mobile moments, those brief occasions when powerful impressions can be made.
The mobile revolution has increased consumers’ expectation that they can get what they want in their immediate context and moments of need.
“In a nutshell, Uber has profoundly raised the bar on what it means to deliver a service through a mobile app and we’ll continue to see more brands/marketers trying to take what they’ve done and implement it across different industries,” Mr. Leventhal said.
Michael Barris is staff reporter on Mobile Commerce Daily, New York.
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