Dimmi’s off-peak incentive scheme
Australia’s largest online hospitality booking scheme Dimmi has launched an unusual scheme that offers incentives to fill restaurant tables during off-peak periods.
Dimmi Off Peak, launched in New South Wales and Western Australia allows restaurants listed on the site to meal discounts on certain days and times that are outside peak periods.
The so-called “online yield management program” aims to improve the profitability and efficiencies of the member restaurants by attracting customers during those quiet periods when few are popping in for a meal.
It’s a system that’s similar to the dynamic pricing structure used by airlines and hotels where different times and different days are charged at different rates.
According to Dimmi, it’s the first of its kind in Australia.
Restaurants using Dimmi Off Peak adjust it to the times when it best suits the business,
And some have taken to it too.
“It makes sense to incentivise softer periods to generate a better yield,” Sydney Restaurant Group’s Bill Drakopoulos told The Australian.
“But the perception has to be considered that one doesn’t damage one’s brand.’’
If it takes off, the scheme would be perfect for an industry where so many eateries are shutting down. At the same time, it saves customers money when dining out.
“It’s designed to help restaurants improve their profitability and efficiency, and attract customers during quieter times, by offering a percentage of these ‘quieter time’ tables – which could normally be vacant – at a reduced rate,” Dimmi told The Shout.
Examples cited by Dimmi include 20 covers at 20 per cent on Monday to Wednesday, 10 covers at 20 per cent on Thursdays, and so on.
“It’s up to the restaurant to decide when they activate Dimmi Off Peak and at what rate, to ensure its best suited to their business,” Dimmi said.
by Leon Gettler, June 28th 2016
