How to reduce empty tables caused by no-show bookings

A table that's booked and left empty hurts twice: you lose the takings and you've said no to someone else. It's called a no-show, and it happens to every venue. It can't be eliminated altogether, but it can be cut right down.

1. A reminder the day before

The most effective way is the simplest. A WhatsApp message the day before, with two buttons, Confirm and Cancel. Those who had forgotten remember, and those who can't come say so with one tap instead of vanishing.

An example of a reminder that works: short, with the booking details and a simple way to reply.

Hi Luca, a reminder of your booking tomorrow, Saturday, at 20:30 for 4 people at Trattoria del Borgo. Reply YES to confirm or NO if you can't make it: we'll free the table for someone else. Thank you!

2. Make it easy to cancel

Many people don't turn up because phoning to cancel is a nuisance. If cancelling takes one tap, they do it. And the table is free again in time to be reassigned.

3. A waiting list

When you're full, don't just say no: take a name and number. If a table frees up, you let the people on the list know straight away.

4. Compulsory confirmation for groups

Large tables weigh more. For groups above a certain number of people you can decide always to confirm by hand and to ask for an explicit confirmation the day before.

5. Customer history

With a profile for every customer you know who always turns up and who has already skipped two bookings. With the latter you can ask for one more confirmation.

Where to start

If you take bookings by phone today, the first step is an online booking system that collects the customer's number. From there, reminders and easy cancellation are switched on with a toggle.

A deposit: yes or no?

For special evenings, such as Valentine's Day, New Year's Eve or holiday lunches, many venues ask for a deposit at the time of booking. It works, but it should be used in moderation: for an ordinary Friday dinner it risks sending people to another restaurant. A middle way is to ask for it only for large groups and for dates when you already know you'll be turning many people away.

Don't make up for it with overbooking

Accepting more bookings than you have seats, counting on a few absences, looks like a clever solution. But on the evening when everyone turns up, someone waits standing or is sent away, and that customer doesn't come back. It's better to work on reminders, easy cancellation and a waiting list.

Measure the results

For a month, note down every evening how many bookings you had and how many people didn't turn up without letting you know. Then switch on reminders and easy cancellation and compare the following month. It's the simplest way to see how much you're winning back.