Shopping Cart Software Case Study - Tavern On The Green
Case Studies
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Case Study: Tavern On The Green
The figures posted by Tavern on the Green's on-line, real time reservations system have just been tabulated for 2000. They show more than 10,000 reservations, equal to 36,382 diners, were taken over the Internet last year - equal to a revenue in excess of $1.5 million at an average check of $43.68. Tavern On The Green's online reservation system is administered with ClickCartPro by Kryptronic.
The most impressive results from Tavern's busiest months, November and December, tally 2,900 Internet reservations, translating to more than 10,000 diners or 165 guests per day that made their reservations online. The original $100,000 investment in tavernonthegreen.com and its custom designed reservations software has realized a 15-fold return for the legendary restaurant. Even in January, traditionally the year's slowest month, an average of 26 reservations per day were made on the site.
When Tavern on the Green's Web site was introduced in August 1999 - one of the most comprehensive, guest-friendly restaurant sites on the Internet - its dedicated real-time reservations system was an industry first, followed closely by that of its sister eatery Russian Tea Room. From the beginning, the site and the system were a hit; without benefit of any significant link system or Internet marketing, more than 200 reservations were made on the site the first month. By November, that figure had more than tripled to exceed 700.
"At the time we were the only ones doing real-time reservations. When we look at our peak months and compare 700 to 1811 in November reservations (1999 to 2000), it's hard to argue with that. When we began, there was a lot of talk throughout the industry about the relevancy of on-line reservations systems," recalls Allan Kurtz, Tavern's managing director. "A number of major restaurateurs went on record saying that people wouldn't embrace online reservations, because they lacked the personal touch that is so important in this business. Our experience certainly proves otherwise!"
Kurtz also says the speed of Internet reservations (usually less than three minutes from entering the page until confirmation) has significantly reduced the number of calls each staff member in Tavern's reservation office fields. "We're thrilled that our reservations team can spend a few extra minutes with each guest on the phone while allowing others to simultaneously make reservations on our Web site. Finally, our system's success has allowed us to give our phone team the opportunity to offer better guest service and lessen pressure of time constraints."
While the phone volume still requires 10 reservationists working from 8:30 a.m. to 10 p.m. seven days a week, the reduced number of calls enables them to spend a bit more time with each caller, delivering better customer service.
In addition to its reservations page, Tavern's Web site features those devoted to tours of the restaurant's six dining rooms, the restaurant's menus, the 1000-plus bottle wine list, upcoming holiday events and promotions, contests, Tavern history, event planning and employment.
Not unlike the restaurant to which it lends such a commanding Web presence, tavernonthegreen.com is - and always will be - a vibrant work-in-progress, including a recent $30,000 upgrade to ensure that tavernonthegreen.com was operating with the latest technological advancements.
Overlooking Central Park, at Central Park West and W. 67th Street, Tavern on the Green has been fulfilling New Yorkers' dining fantasies since 1976. For more information visit tavernonthegreen.com.
-Lanny Grossman, Director Of Public Relations
