Did OpenTable Make a $2.6 Billion Mistake or Investment?


OpenTable just graciously opened their front doors to Priceline, according to Forbes contributor, Mark Rogowsky. The discount travel company purchased OpenTable, an online reservation booking website, for $2.6 billion last week. This controversial purchase has many industry leaders questioning the transaction's potential profitability.

The real-time restaurant reservation service has completely revolutionized the way we plan our evenings out. Reservation accessibility can make or break a date, in an instant - lost reservations, getting dates and times incorrect etc. Because in today's world, dialing a phone number takes far too much effort, the reservation app makes life a bit easier. But, is the app the game-changer we make it out to be, or do we use it because there are limited alternatives?

According to a recent article by Quora, the reservation company’s app is not all it is cracked up to be. Users have complained that there have been technical difficulties with the search function that causes the a glitch in the screen. Along with that snafu, the OpenTable website is long overdue for a makeover... it's been over 10 years since it's been freshened up! Nobody is perfect but, that's almost worse than my mom still using America Online.

While we are going down the “Negative-Nancy” road here, lets discuss the fact that the loyalty points users receive don't make a whole lot of sense. The system works linearly when it should work progressively. This could definitely be enhanced with an entire "reservation renovation."

There are many people out there who aren't familiar with OpenTable's many positive uses and that's a big problem. The company can be entirely transformed if this merger takes the necessary steps to inform users of the significant benefits that OpenTable can offer. You would think that in our food-obsessed society, almost everyone should want to dive into this app.

Ok, OpenTable... lets lighten the mood here and take a second to talk about how absolutely awesome you are. OpenTable app users should buckle up and prepare for the new payment product revamp, it sounds like they will be the next big comeback story in the restaurant reservation realm.

Now, let's see wait and see what new, exciting things OpenTable can bring to the table.

~Abby Cin, PR Writer

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