The restaurant industry never stands still, and neither does OpenTable. At our 2024 London Hospitality Summit, hundreds of the UK’s top restaurateurs came together to explore what’s next for hospitality. From AI-powered reservations to zero-waste kitchens, this year’s event served up forward-thinking ideas at London’s prestigious May Fair Hotel.
OpenTable CEO Debby Soo kicks it all off
OpenTable CEO Debby Soo set the tone for the day by emphasising the summit’s purpose: “We all know that restaurants are so much more than a place to get a great meal. They’re an escape from the hustle and bustle. They’re keepers of some of our most precious moments.” She highlighted how OpenTable remains committed to supporting restaurant partners and addressing the challenges they face.
Debby also highlighted some eye-opening UK trends from OpenTable’s recent data:*
- 14% jump in solo dining
- 72% increase in booking for Experiences
These insights sparked discussions among attendees, with a general consensus that the guest experience is front and centre of everything, no matter who it’s with or what time it’s happening.
Running a restaurant with passion and purpose
Passions and purpose was at the heart of the day’s first session, with a dive into team happiness and the role sustainability has to play in his restaurant.
MICHELIN-starred chef Adam Handling of Frog by Adam Handling took centre stage in a Q&A with OpenTable’s Chief Operating Officer Amy Wei, sharing insights on how to keep a team motivated and the importance of more sustainable practices.
Adam reinforced the importance of staff engagement, detailing his approach. “We give team members half a day each week to work in any area of the business they choose,” Adam noted. “It keeps them engaged and broadens their skills.”
On reducing food waste, Adam introduced his “chicken butter” concept, showcasing how restaurants can turn potential waste into valuable products. “It’s about seeing opportunity where others see waste,” Adam explained, sparking a lively exchange of ideas on reducing food waste while boosting profitability.
AI’s role in hospitality
Next, Michael Chen from Poly AI, an OpenTable partner, took the stage to discuss the evolving role of artificial intelligence in the restaurant industry. He highlighted how the latest AI reservation assistant not only manages complex bookings but also mirrors human interaction in a way that could transform customer experiences and operational efficiency.
Michael emphasised that while AI can handle routine tasks efficiently, it won’t replace the creativity and intuition of skilled hospitality professionals. “The key,” he explained, “is finding the right balance between technological efficiency and genuine human interaction.”
Brilliant operations and winning strategies from industry leaders
The summit turned its attention to a panel discussion featuring OpenTable’s Advisory Board members, bringing diverse perspectives from a range of UK restaurants.
CEO Will Beckett of Hawksmoor, Chef Founder Mandy Yin of Sambal Shiok, Chief Technology Officer Jon Davis of The Ivy Collection and Chef Patron Alexis Gauthier of Gauthier Soho shared their insights on running successful operations amid a restaurant scene that changes at a moment’s notice.
Spinning plates
Will Beckett stressed the importance of mastering multiple aspects of the business beyond just great food and ambiance. “Today’s successful restaurateur needs to be adept at everything from procurement to marketing,” Will noted. He further underlined Hawksmoor’s innovative approach to staff development, including a program that allows employees to experience different roles across the business.
Being versatile
Mandy Yin offered valuable insights as an independent operator, highlighting the need for adaptability. She shared how streamlining menus and empowering staff have been central to navigating recent challenges. “We’ve cross-trained our team and simplified our offerings,” Mandy explained. “It’s made us more resilient and actually improved our service.”
Purposeful technology
Jon Davis focused on the importance of purposeful technology adoption. “Tech should either benefit the restaurant or the guest,” he stated. “It’s not about having the latest gadget—you want to enhance the dining experience.” Jon shared how The Ivy Collection is using OpenTable for its data analytics to personalise guest experiences and further enhance operations.
Having the right ethos
Alexis Gauthier offered a unique perspective, explaining how his plant-based restaurant uses its core values in marketing. He described the challenging journey to adopting a fully plant-based menu, which has since attracted a new, values-driven customer base. “What makes a difference is when customers feel there is real passion in what you are doing… and defining exactly what you stand for and how you want customers to perceive you is so vital,” he noted.
Valuable insights were shared, but throughout the discussion, a common theme emerged: the need to balance innovation with the timeless elements of great hospitality. As Alexis put it, “We’re not just in the business of feeding people. We’re in the business of creating memories and bringing people together.”
Q&A session and key takeaways
The summit concluded with a Q&A session, where attendees engaged with OpenTable’s leadership team. Debby Soo, Amy Wei and Robin Chiang, Chief Growth Officer, fielded questions on topics around OpenTable features, including Experiences and integrations, as well as restaurant industry trends and how technology can help restaurants thrive.
Takeaways from the summit included:
- The human element remains central to good hospitality, even as technology plays an increasingly important role.
- Efforts to reduce food waste can benefit both the environment and a restaurant’s bottom line.
- Investing in staff development and creating positive work environments are essential for addressing labour challenges.
- Data-driven decision-making is becoming increasingly important for restaurants of all sizes.
- Adapting to changing consumer dining preferences, such as the rise in solo dining and demand for unique experiences, is crucial for success.
Wrapping up the OpenTable Hospitality Summit 2024
As attendees filed out, ideas and fresh enthusiasm were evident. The 2024 Hospitality Summit made one thing clear: the future of dining is bright, but it belongs to those willing to continue to adapt and innovate.
OpenTable remains committed to supporting restaurants with innovative tools and valuable insights. Bringing together diverse voices and perspectives means we can continue to shape the future of hospitality and empower restaurants to focus on what matters most—their team, their diners, and their bottom line.
*OpenTable Data: OpenTable looked at online reservations for all restaurants active on the OpenTable platform for parties of 1 from 1st January 2024 to 30th September 2024, and compared it to the corresponding period in 2023. OpenTable also analysed seated diners for Experiences during the same time period.
