Challenge

With no new product launches to announce, the challenge was to keep OpenTable relevant and front of mind for media. The answer was to tap into the brand’s booking data, using it to spotlight dining trends that were both newsworthy and practically useful for restaurants.

Solution

We spotted a new dining trend: 6pm was fast becoming the nation’s peak time, with bookings up 11% in London and 6% across the UK. We turned this into a story that framed “dinner at 6pm” as the new going out. We also shared practical tips for restaurants, from early bird menus to smarter operations, giving the narrative weight with both media and the industry. This positioned OpenTable as the authority on dining behaviours and industry trends.