Previous magazine articles 
Reserving the right to be different
Uniwell Systems, the leading Electronic Point of Sale (EPOS) supplier, has launched a new automated reservations system for the hospitality industry that's aimed at improving sales, increasing customer loyalty and replacing the paper-based diary.
'Reservations' combines automated table bookings, business-analysis tools and powerful marketing features to help capture new business and strengthen customer loyalty.
Catering in Scotland gets to grips with the technology and talks to two of its loyal users…
Recent research by Uniwell demonstrated that the scribbled notes and lack of consistency associated with the paper-based reservations system was leading to double bookings, lengthy waiting times and a dip in sales.
The new automated table reservations system has been created to simplify the bookings procedure and create a systematic approach to capturing customer details. Featuring a user-friendly touch-screen interface and a graphical table plan combined with a timeline representation, the system maximises restaurant capacity and allows a quick response to booking enquiries.
'Reservations' facilitates:
- Better service
- Increased efficiency
- More effective marketing
- Professional presentation and service
- Real-time understanding of footfall trends, table turnover and cancellation rates
- Fine-tuning of staffing levels
- Precision-timed promotions
- Individual customer preferences
- Secure access to customers' personal information
- Text message booking confirmations and time-specific promotions
- Strong customer loyalties
Reservations at work
Richmonds Brasserie is a busy bistro and restaurant in Blackburn, Lancashire, with over 100 covers operating over two levels. Owner-managers David and Serena Edwards took over the business in March 2006, immediately highlighting the need to establish a strong system for managing bookings. They were also keen to explore marketing methods that would allow them to increase market share and differentiate Richmonds from its competitors.
'Reservations works in an intuitive way, leading the staff through a step-by-step process, ensuring that all the relevant customer details are captured and stored on a central database before taking the booking. The information-gathering process happens quickly and naturally, as an integral part of the reservations procedure, and it helps us all to use the booking system in a standard way, which in turn presents a professional and efficient image.
'The KPI reports, which provide us with information regarding footfall, frequent diners and efficiency, mean we can time our promotions more effectively, capture new business and increase customer loyalty.
'Communication with our customers is more convenient and personal, and because we are now capturing customer details systematically, right down to wine preferences and birthdays, we can be much more targeted in our marketing.
The ability to text confirmations, reservations and promotions to customers has proven to be a real differentiating factor for us, and it's these little touches that can make all the difference in a market as competitive and service-orientated as ours.'
Uniwell Systems (UK) Ltd
Tel: 01254 503800
Fax: 01254 503801
The Uniwell.net portfolio of products has been developed to run on standard Windows-based PC platforms. Visit www.uniwell.net for more information.
This article has been edited from its original version. For the complete feature please see Catering in Scotland magazine February/March 2007.
To join our database, go to Media Pack on this website and click on Subscribe.
