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Case Study

HUGE

Uses TableSolution to automate customer recognition during phone calls and increase engagement.

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Shweta Singh

HUGE

While looking for ways to deliver our "HUGE-esque" standards of world-class customer service, when we discovered TableSolution it was love-at-first-sight.

"HUGE-esque" describes the unique vision put forth by HUGE President and CEO, Yoshihiro Shinkawa: a diverse and wholly original blend of restaurants, with both upscale and casual dining brands spanning Italian, Japanese, Mexican motifs, unified by a highly personalized customer experience. How can HUGE leverage TableSolution's powerful customer communication features to raise customer engagement to an unprecedented level?

The Challenge

Deliver uniquely "HUGE-esque" standards of customer service.

HUGE has set a goal that each customer should finish their meal feeling that "The staff remembered me and cared for my needs." With an large existing customer base, an innovative reservation and customer management system will be essential to achieve this arduous target.

System Decision

HUGE seeks an IT partner who shares its vision of world-class service.

HUGE drafted numerous system requirements including speed, flexibility, capacity, multi-location, and multi-language support. More than a fixed system specification, however, HUGE sought a partner company who shared in its vision in delivering unprecedented restaurant service. After considering a wide range of systems and vendors, TableSolution emerged as the clear choice.

Implementation

HUGE adds customer-centric management, phone integration, text messaging features to realize "HUGE-esque" service.

Using TableSolution, HUGE can now see consolidated guest history across all of its restaurant locations. When customers call, HUGE staff sees a pop-up in TableSolution with the guest name and information on upcoming bookings. Customers receive reminders on the day before their scheduled visit, reducing the rate of no-shows which cause opportunity loss for the merchant.

Result

Online reservation rate has doubled from 20% to 40% of total bookings. Customer satisfaction has reached strasopheric levels.

When a customer calls via mobile phone during peak hours, HUGE staff can now press a button to send a text message containing a link to web booking via TableSolution. Online reservations via TableSolution are completely free, with no per-cover charge. By directing customers to book via web, HUGE has greatly reduced staff resource utilization, created a massive cost-save, and at the same time receives a higher quality of customer information in each booking. In certain restaurants, HUGE has achieved an online reservation rate to as high as 60% of total bookings—a number virtually unheard of in Japan—without incurring any per-customer charge.

Next Steps

Continue to streamline the web booking experience, including online credit card pre-reservations.

Having realized a high degree automation in customer engagement, HUGE now looks to leverage the next generation of TableSolution features. In 2016, HUGE will begin to accept credit card for online bookings via TableSolution, and will be able to charge cancel fees in certain customers, such as last-minute cancellations by large groups. HUGE continues to use TableSolution at the heart of its booking workflow, and provides frequent training to its staff around best-practices.

Mr. Yoshihiro Shinkawa, HUGE
About the Author

Researcher | Analyzer | Philonoist | Humanitarian

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