How HUGE doubled their booking rate with guest data

TableCheck automates customer recognition during phone calls and increases engagement.

Shweta Singh

Shweta Singh

Nov 27, 2019 - 2 min read

How HUGE doubled their booking rate with guest data

HUGE

While looking for ways to deliver our "HUGE-esque" standards of world-class customer service, when we discovered TableCheck 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 TableCheck'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 a 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 that shared its vision in delivering unprecedented restaurant service. After considering a wide range of systems and vendors, TableCheck emerged as the clear choice.

Implementation

HUGE adds customer-centric management, phone integration and text messaging features to realize its aim of delivering a "HUGE-esque" service.

Using TableCheck, HUGE can now see consolidated guest data history across all of its restaurant locations. When customers call, HUGE staff sees a pop-up in TableCheck 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

The online reservation rate has doubled from 20% to 40% of total bookings. Customer satisfaction has reached stratospheric 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 TableCheck. Online reservations via TableCheck are completely free, with no per-cover charge. By directing customers to book via the web, HUGE has greatly reduced staff resource utilization, created massive cost-savings, 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 of automation in customer engagement, HUGE now looks to leverage the next generation of TableCheck features. In 2016, HUGE will begin to accept credit cards for online bookings via TableCheck and will be able to charge cancellation fees for certain customers, such as last-minute cancellations by large groups. HUGE continues to use TableCheck at the heart of its booking workflow and provides frequent training to its staff around best practices.

Mr. Yoshihiro Shinkawa, HUGE
Mr. Yoshihiro Shinkawa, HUGE
Shweta Singh

About the Author

Shweta is the Consulting Supervisor for clients outside Japan. She oversees TableCheck projects and support for international clients.

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