For decades restaurateurs have relied on a paper diary to help manage restaurant reservations. An A4 book has sat next to the phone on the front desk, ready for staff to note down bookings and customer details when they call.

This tradition continues in some establishments and it’s easy to see why it’s a hard habit to break: Recording and referencing bookings on paper is quick and easy for everyone responsible for managing them, it provides a personal touch for customers and buying a paper diary is inexpensive in comparison to a more elaborate reservations system.

Nevertheless, holding onto this tradition and overlooking an online reservations system could be a false economy and prevent restaurants from maximising opportunities to boost business.

Here we take a closer look at the benefits of ditching the paper diary for an online booking system:

1. Saves time and money

Managing reservations with a paper diary requires a member of staff to be physically present at your restaurant to deal with enquiries made over the phone, via email or in-person, then write them down. Someone also has to be on-site to check the book. With an online booking system, reservations can be made at any time of the day and are automatically managed from anywhere with internet access, taking the onus off staff and leaving them free to focus elsewhere. Managing enquiries electronically in one place also removes a margin of human error that could creep in when bookings are manually updated.

Nicola Storey, owner of The Mustard Pot in Leeds said she had never contemplated using an online booking system until the arrival of COVID-19. However, since installing Access Collins, she has been amazed at how much time she has saved.

“I can honestly say it’s one of the best business decisions I have ever made,” she says. “It’s truly brilliant. The time it saves each week is huge and easily pays for itself a few times over.”

2. Improves planning and maximises profit

An online booking system allows you to better plan service around reservations because it offers a visual floor plan. Reservations can be dragged and dropped onto virtual tables for each day or service, so you can see where there is space and how often you can turn tables. The one-click Run Sheet generator shows how many guests will be there for a given service and breaks down types of bookings and gives details for each table. This level of detail is impossible to achieve with a simple paper diary.

Having a visual guide to see which tables will be used and when allows restaurant managers to plan staffing precisely and maximise space, which gives a great chance to boost profit.

3. Helps reduce no-shows

No-shows – when people book tables yet fail to turn up for their reservations – are a big problem for the industry. The practice happens at most restaurants and can account for between 5% and 20% of bookings.

An online booking system can help reduce this number as it captures contact details from the customer at the time of booking. Automated reminders can be sent to the customer by email and/or text to make them aware that you are expecting them to turn up.

If no-shows are a big problem for your restaurant, you might consider taking a deposit at the point of booking. Customers may be reluctant to share their card details with a member of your staff over the phone but will not think twice about entering their details online.

Access Collins offers a card authentication system, which is a secure way for the restaurant to take a deposit, or gain permission to pull authenticated money from a customer’s account for an unexplained ‘no-show’ or late cancellation.

This aspect has already helped The Mustard Pot.

“The main benefit is the card authentication, we have had zero no shows since we implemented it, down from 10%,” says Storey.

4. Improves service

An online booking system does more than manage reservations, the enhanced features support staff so they can provide an improved service to your customers.

Access Collins includes an automated pre-ordering tool which sends customers online digitised menus for them to fill out and send to others in their party ahead of their visit. The tool is helpful for large bookings and helps the kitchen better prepare ahead of a busy service.

When reservations are made online, a customer’s details can also be captured on a database, allowing you to easily follow up with them for feedback after their booking, as well as message them about up-coming events, or special menus.

These touches, which remind customers that your business values their custom, as well as support staff, would not be possible – or would be an arduous task – for restaurants using a paper diary for reservations.

Find out more about our hospitality reservation and booking system.