Creative Copy Indy has loads of experience in editing all kinds of marketing and sales copy. We know how important it is that you say what you want to say clearly, concisely and in a persuasive way that sells. Check out our promotional letter edit below.
Sell with Concisely Worded Sales Letters
“The GM of one very well-known New York restaurant group, which spends thousands of dollars on OpenTable each month, put it to me this way, “Open Table is out for itself, the worst business partner I have ever worked with in all my years in restaurants. If I could find a way to eliminate it from my restaurants I would.” Another high-profile, 3.5-star San Francisco restaurateur told me he feels held hostage by OpenTable. For the past several years, his payments to them have been substantially more than he has himself earned from 80-hour workweeks at his restaurant. But he believes that if he stops offering it, his customers will revolt and many would stop coming to his restaurant. So he keeps paying, but carries a grudge and wishes for something better.” These are the words from a reputable restaurant owner in San Francisco.
“Open Table is out for itself,” said the General Manager of a respected New York restaurant group, “[It’s} the worst business partner I have ever worked with in all my years in restaurants. If I could find a way to eliminate it from my restaurants I would.” Another prominent restaurateur reported he feels held “hostage” by Open Table, his payments to them exceeding what he earns in the 80 hours a week he spends at his own well-known restaurant. He’s afraid, however, that his customers will stop coming in if he no longer offers Open Table’s online service. He resentfully continues to pay for the service but longs for a better alternative.
One independent study estimates that OpenTable’s fees (comprised of startup fees, fixed monthly fees, and per-person reservation fees) translate to a cost of roughly $10.40 for each “incremental” 4-top booked through OpenTable.com. In truth, it is priceless if, a customer goes to OpenTable through your website and books at another restaurant after seeing incentives like “1000 point tables, which is equivalent; $10 for the customer and $30 for the restaurant”. No Open Table loyal customer books tables from restaurant’s website reservation modules integrated by Open Table, because Open Table does not pay them.
Estimated by one independent study, Open Table’s fees, which consist of startup and fixed monthly costs, as well as per-person reservation costs, equal approximately $10.40 for each “incremental” 4-top booking through OpenTable.com. A potential customer might visit Open Table through your website, notice an incentive such as a “1000 point table,” which equals $10 for the customer and $30 for the restaurant and, therefore, reserve a table at a different restaurant. The cost of losing customers in this way is incalculable. Additionally, loyal Open Table customers don’t book tables from individual restaurant’s websites integrated by OpenTable, as Open Table pays no fees to the customer.
OpenTable has convinced restaurants to pay it substantial fees while it takes the customer relationship out of the hands of the restaurant and places control into OpenTable’s hands. Then, after having lent their names to the service, enabled OpenTable to attract online diners, and funded the construction of a powerful database of customers loyal to OpenTable, restaurants find that they themselves no longer own the customer relationship. Restaurants that want continued access to those diners now have to pay OpenTable for the privilege. This may be at the core of why many restaurateurs started to resent OpenTable.
Removing much of the control of customer relations from individual restaurants, OpenTable has taken over, forcing restaurants to pay the significant fees. The individual restaurants, who have now given their names and reputations to the online service, have empowered Open Table to lure online diners. These individual restaurants are finding that they have also funded the growth of a significant database of loyal Open Table customers. As a result, restaurants are losing the all-important relationships they had with their customers. Restaurants find that they now must pay Open Table for the right to have access to those customers. For the restaurateurs, this has created a sense of ill-will toward the online service.