No11:

OpenTable’s role in driving covers to a hidden gem restaurant

Fast facts

	Restaurant name: No11
	Type of restaurant: Independent
	Location: Edinburgh
	Year founded: 2012

On a quiet side street in Edinburgh sits No11 Hotel and Restaurant, a neighbourhood charmer housed in a former Georgian townhouse. Co-owned by Susan and Hamish Grant, this inviting spot delivers refined hospitality and standout dining experiences. In 2020, the Grants expanded their footprint by acquiring the neighbouring property at No13 Brunswick Street, which allowed them to double the hotel’s size and bolster their offerings.

However, despite its charm, size and quality, No11 faced the common challenge of underexposure, a predicament all too familiar to many tucked-away restaurants. In Susan’s words, “The No11 Brasserie is best described as a hidden gem. A “hidden gem” is a lovely description so long as potential customers can find us!”

“OpenTable has been fantastic at making Edinburgh visitors not only aware that we exist but also aware of how great No11 is.”

This is where OpenTable’s restaurant management software became so integral, connecting diners to No 11 and propelling it into the spotlight. “OpenTable has been fantastic at making Edinburgh visitors not only aware that we exist but also aware of how great No11 is,” says Susan.

Fast facts

	Restaurant name: No11
	Type of restaurant: Independent restaurant
	Location: Edinburgh
	Year founded:

On a quiet side street in Edinburgh sits No11 Hotel and Restaurant, a neighborhood charmer housed in a former Georgian townhouse. Co-owned by Susan and Hamish Grant, this inviting spot delivers refined hospitality and standout dining experiences. In 2020, the Grants expanded their footprint by acquiring the neighboring property at No13 Brunswick Street, which allowed them to double the hotel’s size and bolster their offerings.

However, despite its charm, size and quality, No11 faced the common challenge of underexposure, a predicament all too familiar to many tucked-away restaurants. In Susan’s words, “The No11 Brasserie is best described as a hidden gem. A “hidden gem” is a lovely description so long as potential customers can find us!”

This is where OpenTable’s restaurant management software became so integral, connecting diners to No 11 and propelling it into the spotlight. “OpenTable has been fantastic at making Edinburgh visitors not only aware that we exist but also aware of how great No11 is,” says Susan.

Uncovering Edinburgh’s hidden gem with OpenTable restaurant management software

No11’s secluded location contributed to its status as Edinburgh’s best-kept secret, where the allure of discovery is both a blessing and a curse. The Grants wanted to maintain their existing guest base – that sense of ownership that comes with finding a special restaurant only you know about – while also broadening their reach and attracting new visitors. The main obstacle was the lack of visibility in an area known more for its tranquillity than its foot traffic. Here, the need for an effective restaurant reservation software became apparent, one that could highlight No11 amid Edinburgh’s competitive dining scene.

Recognising the potential to turn their seclusion into an exclusive appeal, No11 tapped into OpenTable’s vast diner network and targeted promotions to introduce No.11 to a broader audience.

“Everything a restaurateur could possibly want is all there under one umbrella; from marketing, to reporting, to managing payments through to controlling restaurant flow and promoting special menus.”

Susan Grant, Co-owner
No.11

Improved discoverability through OpenTable marketing campaigns

OpenTable’s account management team played a central role in the collaboration, offering personalised support and marketing strategies tailored to No11’s unique position. Susan says, “the support from OpenTable is second to none. There’s always someone local on hand to guide or help you.” These helpful efforts included curated promotions designed to attract diners during quieter weekdays. The goal was to turn potential off-peak times into opportunities for increased revenue.

Through OpenTable’s restaurant management software, No11 boosted its online presence, making it easier for potential diners to discover them despite its quieter location. Being able to offer real-time reservation management and get insights into diner feedback analysis allowed the Grants to refine their operations and marketing approach, also adapting on the fly when needed. Thanks to OpenTable’s ability to promote specific events, No 11 can also highlight special dining Experiences throughout the year.

OpenTable for restaurants: more diners, greater visibility

The results of the partnership were nothing short of remarkable. Over the past 12 months, No 11 has brought in additional diners on their quieter Monday to Thursday period. The influx of new guests was a direct result of the targeted promotions and increased online visibility provided by OpenTable. Susan says, “I’d recommend OpenTable for bringing new and existing business, particularly when we are in a fairly quiet location.”

Moreover, the collaboration underscores the value of a table management system that understands the nuances of the restaurant business and offers flexible and effective solutions to common challenges.

No11 Hotel and Restaurant’s journey from an under-the-radar spot to a sought-after dining experience illustrates the transformative potential of OpenTable. By bridging the gap between hidden gems and potential diners, the company enhances visibility while supporting restaurants by maximising operational efficiency and guest satisfaction.

According to Susan, OpenTable offers great flexibility and ease of use when it comes to managing your restaurant…

“… Everything a restaurateur could possibly want is all there all in one place. There is no better partner when it comes to managing your restaurant.”

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