The online restaurant services industry is becoming increasingly competitive, and it looks like another new brand has joined the space earlier this week, following Zomato’s acquisition of Urbanspoon and Yelp’s acquisition of Eat24.
The new player has a logo that features a big red circle with a central small circular cutout, as well as a smaller cut out red circle that lies immediately to the left of the larger icon.
No, wait. It’s actually OpenTable with a brand new look.
This week, the popular restaurant reservations and reviews platform and Priceline subsidiary debuted the new OpenTable, complete with a fresh new logo and a tagline that describes the company’s evolution: “The table is just the start.”
The rebranding of OpenTable comes on the heels of recent product updates and feature enhancements, including a redesigned website, the launch of the cloud-based management tool called Guest Center, and the expansion of its mobile payments feature.
In a blog post addressing OpenTable-listed restaurants and businesses, the company stated, “You’ll notice a new look and feel that’s warmer and more engaging than ever. We want to inspire diners to dig into the delicious experiences you cook up each and every day. As the restaurant and food industries evolve, we’ll evolve alongside you. We are more excited than ever about developing technology that enhances hospitality before, during and after the meal.”
Added Scott Jampol, Senior VP of Marketing for OpenTable, “Our new brand symbolizes how we’re building on our heritage to reimagine the role we can play before, during, and after the dining experience and the ways in which we connect diners, restaurants, and their communities. ‘The table is just the start’ (tagline) encompasses the seemingly infinite number of good things that occur at restaurant tables around the world every day – including the start of new friendships, healthy debates between colleagues, and the adventure of sampling a new cuisine. We want to nurture and celebrate these shared experiences.”
OpenTable is one of the world’s leading providers of online restaurant reservations and reviews, with 16 million diners seated every month via online bookings across over 32,000 restaurants. In an analysis, Skift’s Dennis Schaal believes that the company’s rebranding signifies a bigger push to emphasize user-generated content, such as restaurant reviews, ratings, photos of the cuisine, and notes from the chef.
“OpenTable sees its future as going beyond being a transaction company in merely connecting restaurants and their customers through a reservations platform, and becoming a dining experiences company,” Schaal wrote.
Are you managing a restaurant? Join OpenTable by visiting https://restaurant.opentable.com/get-started/ and filling out the form. You can also read the ReviewTrackers guide on how to claim and manage your OpenTable business profile.