Google’s AI-powered table booking feature rolled out to UK restaurant goers

AI is about to overhaul another area of everyday life: going out to eat. Google recently announced that UK users will be able to use its AI mode to find unreserved tables in their local area, and then immediately book them.

This means for diners, booking a table is no longer an additional step from figuring out where to eat. As AI makes Google’s search more powerful and specific, even a vague idea of where you want to eat, such as “cosy sushi restaurant for date night Thursday 8pm”, can translate to confirmed dinner plans in moments. 

But how does this change things for the hospitality industry? In order to stay competitive, eateries may now want to look into ensuring their booking systems are compatible and accessible in AI Mode. 

What’s changed?

At the tail end of last week, Google announced that it’s expanding its AI search function to support users in not only finding a restaurant, but also booking a table there. 

The new feature allows users to describe highly specific dining needs and receive tailored results with live availability. They’ll then be able to go directly to partner booking platforms like OpenTable, SevenRooms, and ResDiary.

Google’s AI Mode will display all the free tables at a restaurant within the timeframe you specify. Source: Startups.co.uk

As AI creeps into more sectors, the update reflects a wider shift in expectations around convenience and immediacy, as well as a move away from human interaction.

Once upon a time, you might have had to make a phone call or simply turn up feeling hopeful. And while this might still be common practice in buzzy, walk-in only spots, most restaurants work with booking systems to predict demand and plan staffing and stock in accordance with expected footfall.

For convenience-hungry diners, the latest upgrade will help find restaurants with greater precision. It’ll trim down the entire process of searching and comparison, clearly displaying available tables in restaurants that fit their requirements.

Why “bookable” beats “findable” for restaurants

Hospitality businesses will, of course, need to adapt to this development. It could, however, prove to be more convenient for diners and restaurants alike.

To make the most of it, your restaurant’s website will need to be integrated with digital booking platforms that feed into AI search, like TheFork, SevenRooms, ResDiary, Mozrest, Foodhub, Dojo, DesignMyNight and OpenTable. Otherwise, it won’t be shown as available to book when your future customers are searching. 

So while they’re somewhat more charming, restaurants that still use analogue booking methods like phone reservations or pen and paper systems will miss out on the additional footfall that AI table bookings could deliver.

In addition to setting up on digital booking platforms, restaurants that provide clear, GEO-optimised information on menus, specific niches, dietary options, opening hours, and real-time availability are more likely to be surfaced by Google’s AI overview.

This is also important because there’s no guarantee that Google will always go through these middleman booking sites like it is right now. In the future, it may be able to do the same with native booking engines housed on restaurant websites.

Treat AI booking as an additional growth channel

For restaurants, this upgrade could soon act as an additional channel for directing new business to your door. 

As we’ve covered, to make the most of it, you should now ensure you’re findable by setting up platforms such as OpenTable, and ensuring your online presence clearly explains your niche, cuisine, and up-to-date opening hours.

As tastes begin to shift more towards convenience, restaurants that can adapt to changing technology and be available to diners at the moment of intent will benefit the most. Those who don’t may lose out to competitors who are simply easier to book.