Bookatable launches first major campaign to get Londoners to abandon takeaways
Restaurant booking service Bookatable has launched its first above the line campaign to encourage Londoners to eschew takeaways and enjoy eating out in the city.
Bookatable
The multi-million pound campaign aims to position the platform as the gateway to getting out more and the ‘antidote to the modern day takeaway’. The creative, which will run across out-of-home roadside panels in the capital, London buses and London Underground, as well as digital, online and social media, contrasts the experience of eating out with that of staying in. The campaign is running with the subline ‘With over 4,000 restaurants to explore, living in London isn’t living indoors’.
Speaking to The Drum James Lanigan, chief marketing officer at Bookatable, said that the campaign follows the platform’s acquisition by Michelin, and signals growth ambitions for the brand.
“Bookatable was acquired by Michelin at the start of this year, heralding an exciting growth chapter for the business,” he said. “The acquisition is part of the Group’s intention to accelerate its development in the online restaurant reservation market in Europe and opens up new opportunities for both businesses. The ‘Get Out More’ campaign is our first large scale marketing initiative since the acquisition and we’re excited about the future of the business with the backing of Michelin.”
Bookatable works with over 15,000 restaurants across 39 countries and also claims that on average its restaurants have experienced a 47 per cent increase in bookings, a figure it anticipates will continue to grow.
Competition in the food industry has stepped up a notch with the likes of Deliveroo and Uber Eats offering consumers convenient delivery options. However Lanigan dismissed the idea that the burgeoning delivery market is a threat to Bookatable.
“We haven’t noticed restaurant delivery services having a direct impact on restaurant bookings. Many of our restaurant partners work with food delivery services; it provides another sales channel for them which is a good revenue driver for many in the restaurant industry. Our experience indicates that dining out is not in direct competition with the takeaway meal.
“Ultimately, dining out offers a very different experience to eating a takeaway meal in your own home. A takeaway meal at home is mostly about convenience, while dining out is a much fuller experience.”
Created by by M&C Saatchi Accelerator, the campaign is initially rolling out in London with plans to expand across Europe in the future.