Dining out is no longer just about the food. Instead, people crave unique and memorable moments that they can share with friends, loved ones—and on social media. That’s why now is the perfect time to create special Experiences that give them what they want—and maximize revenue for your restaurant.
Whether it’s a multi-course tasting, ticketed class or cocktail party, or prepackaged meal kit Experiences give diners more ways to enjoy your restaurant and help you stand out beyond a standard lunch or dinner. Crucially, Experiences can also increase a restaurant’s revenue while giving guests exactly what they want. Here’s how to make the most of this feature:
Earn revenue during off hours
It’s possible you’re already booked during your prime days and times, but being strategic about when you offer Experiences can unlock a new source of sales. If your restaurant is closed for certain services, consider using that time to offer an Experience to earn extra revenue. Early afternoon tastings or classes, etc. tend to require minimal setup and staff, but pay out big in guest delight—making them huge revenue generators.
Go big or go … small (it’s up to you)
When it comes to designing Experiences, you have options. Use them to create a weekly event like a Sunday brunch with live music, or offer a special menu if that’s a better fit for your crowd. Or you could take it over the top with something even more ambitious: Morimoto in Philadelphia devised a luxury experience that combined a two-hour omakase tasting menu with a self-guided tour of the art gallery upstairs from the restaurant.
Experiences aren’t just a tool to get new diners in the door. When you offer people an experience they love, it deepens their connection to you and increases their loyalty. Eat Well Hospitality Co-founder Hsing Chen shares, “Our Chef’s Table Experience [at Asador Bastian] not only attracts people looking for unique dining options but also delights repeat guests who want a more intimate offering. It’s been a fantastic revenue generator.”
Offer flexible pricing to suit guests’ needs
At Pizzeria Delfina Palo Alto, catering to guest preferences and making it easy for guests to book is a top priority. With OpenTable’s variable pricing feature, the restaurant can offer flexible pricing options for different guest types—whether it’s per person or per party.
“This was the first year we’ve been able to offer fully prepaid Experiences for our Summer Pig Roasts,” says Julia Roselin, Director of Operations at Delfina Restaurant Group. “Variable pricing made it possible for guests to book at the standard price or kids’ ticket price, and we even added a special season ticket option.”
This flexibility not only makes it easy for guests to choose the price that fits their needs, it helps streamline operations, reducing the back-and-forth communication between the restaurant and diners regarding their reservations.
Open up new revenue streams
Finding new ways to bring in money is crucial for a successful restaurant. That’s where Ticketed Experiences come in. This all-new category of Experiences gives you more flexibility to host events, both on and off-site, without being tied to their usual table setup. This means more opportunities to generate revenue, whether it’s a cooking class, cocktail workshop, or pop-up dinner.
You can customize how you create, promote, and run these events—offering guests unique ways to engage with your brand and creating fresh marketing opportunities along the way.
Get increased visibility on OpenTable search
Often, people come to OpenTable without a specific restaurant or plan in mind. Some are looking for ideas, and your Experience can inspire them. When you launch an Experience, it’s automatically displayed on your profile page, where these potential guests can easily see it. When browsing for restaurant options and night-out ideas, it can pop up in their searches. Additionally, your Experience appears just under the available reservation times. This can either draw in guests all by itself or lead them to book both an Experience (like a mixology class) and a reservation. Then, they’ll spend more time (and money) soaking in your food, drinks, and hospitality.
Take a creative approach to seasonal experiences
When most people think of winter holidays, they envision cozy gatherings and festive meals. Offer your chef’s twist on classic holiday dishes, or host a special event like a cookie decorating workshop to celebrate the season. Think about festive experiences like a Christmas Eve feast, New Year’s Eve dinner, or even a holiday brunch with Santa. You can also lean into lesser-known winter holidays, like Gingerbread House Day (December 12) or National Eggnog Day (December 24), and then brainstorm unique experiences with your team.
Use a unique URL to spread the word
Once you’ve got your experience all teed up, use OpenTable to create a unique URL to promote the event. A quirky, creative experience gives you something to talk about online and a link to share on social media and in your email newsletter. The ease and simplicity of a one-click URL can help your regulars spread the word, too.
Host a wine or beer tasting
Given the appeal of happy hour, which you can promote as an Offer on your OpenTable restaurant profile, it’s no surprise that wine and beer tastings are also a hit with diners. OpenTable data shows that 41% of people would be most likely to book at a restaurant offering these tastings, and 49% said they want to go once or twice a year. It’s a natural opportunity to showcase your draft and wine list, but it also presents the opportunity to partner with another local business. Collaborate on your experience with your favorite winery or brewery to create a night local food enthusiasts won’t want to miss. Typically offered at a higher price point, wine and beer tastings can be a reliable way to boost revenue.
Plan a special prix fixe dinner
More than half (52%) of diners say that they want to celebrate birthdays and other special occasions with special prix fixe dinner menus. This is a win-win situation because set menus take the guesswork out of the night’s covers and revenue. They can also fill the restaurant on an otherwise slow night, like Monday or Tuesday.
These multi-course events give your chef the chance to get creative and stray from the regular set menu. Highlight a fleeting seasonal ingredient (ramps!), choose a culinary theme (lasagna, family-style), invite a guest chef, or try something out of the box (spotlight local grains). Use add-ons to set a base price with optional upgrades. For example, it’s an easy way to upsell a special bottle of wine, add wine pairings, or offer a high-end supplement, like shaved truffle.
San Francisco’s The Empress by Boon offers a Prix fixe menu experience to showcase its chef’s focus on fresh ingredients, while offering unmatched taste combinations.
Combat no-shows
With Experiences, you can choose to make your event prepaid, which removes the looming threat of no-shows from your evening. Additionally, prepayment allows you to generate revenue upfront—perfect for covering fixed costs and keeping cash flow strong. Taking payment in advance isn’t the right move for every situation though, which is why you have the flexibility to decide to make an Experience prepaid or not. You choose what works for you.
Offering Experiences is a great way for your restaurant to diversify its revenue streams and earn upfront. By creating unique and memorable events, you can attract new guests and keep regulars excited about what’s next. Embrace this opportunity to create Experiences that work for you and stand out in today’s competitive industry.
Already an OpenTable customer? Start using Experiences.
