Convert more
Interest that did not turn up
Plenty of people wanted to come. The gap was between wanting to and actually having a table.
At The Anchor, the business we run ourselves.
Bookings taken at The Anchor, compared with before the work started.
Convert moreNo-show rate fell from around 20% to around 2%.
Convert moreHEAR
what was happening.
Quiet sessions that barely covered the staff on them, and a booking process that was a phone number during service. Nobody was counting how many people tried to book and gave up, which is the number that mattered.
CHALLENGE
what we found.
Two separate problems were being treated as one. There was not enough reason to come on a Tuesday, and there was too much friction for the people who already wanted to. Fixing the second without the first would have moved nothing, and the room was mostly arguing about the first.
BUILD
what we did.
A reason to book on the quiet sessions, and a booking journey that took the interest and turned it into a confirmed table rather than an intention. Then confirmations and reminders, because a booking that does not turn up costs more than one that never existed: the table was held and the food was prepped.
OPTIMISE
what changed.
Table bookings grew 403% compared with before, and no-shows fell from around one in five to around one in fifty, an 89% reduction. The second number is the one that changed the economics.
why this matters in other businesses.
Every business has a version of the held table: the slot, the quote, the appointment, the sample. It costs whether or not anyone turns up, and almost nobody measures the drop-off between interest and confirmation.
does this sound familiar?
The first conversation is an hour, it's free, and it's not a pitch.