First Table is the game-changer helping Manchester restaurants thrive

The restaurant industry is a world of passion, creativity, and long hours—but it also comes with huge challenges.

One of the biggest struggles for restaurateurs is filling tables during quieter hours, ensuring that every service feels as wonderful as their food. For Giovanni’s, a beloved Manchester institution with a rich 40-year history, finding a way to keep the restaurant buzzing at all times was crucial.

Enter First Table—a revolutionary dining platform that not only brings in new customers but transforms off-peak times into golden opportunities.

With an innovative model that benefits both diners and restaurants, First Table is rewriting the rules of restaurant marketing. For Giovanni’s, this partnership has been a game-changer, breathing new life into quieter moments and welcoming a whole new community of diners to their tables.

What is First Table?

First Table is a game-changer in the restaurant industry. Unlike traditional reservation platforms that charge restaurants hefty commissions, First Table doesn’t charge restaurants making it completely free for restaurants to list their venues.

The concept is simple: restaurants offer a discount (50% off food for two, three or four people) on their first table of the night, incentivising early bookings and creating an inviting atmosphere from the start of service.

This model helps restaurants optimise revenue while giving diners an exciting opportunity to explore new dining experiences at a fraction of the price.

Since its inception, First Table has been a success story for over 2,400 restaurants worldwide, and its impact continues to grow as more restaurateurs discover the benefits of filling tables that would otherwise remain empty.

Giovanni’s: a Manchester icon embracing First Table

Established in 1984, Giovanni’s has been a cornerstone of Manchester’s dining scene for four decades. Recently, the restaurant unveiled an elegant refurbishment, a newly curated menu, and refreshed branding, all in celebration of its 40th anniversary. As part of their strategy to revitalise the business and attract new diners, Giovanni’s partnered with First Table—a decision that has already yielded impressive results.

Sanita from Giovanni’s shares her experience with First Table, highlighting its role in boosting the restaurant’s visibility, increasing first-time diners, and maximising quiet periods.

Bringing in new diners and building brand loyalty

For any restaurant, reaching new customers is essential for sustained growth. First Table has proven to be a valuable marketing tool for Giovanni’s, introducing the restaurant to a broader audience of food lovers.

“First Table has increased our visibility among food lovers who may not have discovered us otherwise. Many of our First Table guests are first-time diners who then return for the quality of our food and service,” said Sanita.

The incentive of a discounted first table has encouraged many to step through Giovanni’s doors for the first time, and the quality of the experience ensures they return. This not only fills tables but fosters a loyal customer base that will continue to support the restaurant long after their initial visit.

Transforming a restaurant’s quiet hours

One of the most significant benefits of First Table is its ability to turn slow hours into thriving dining periods.

“It has altered our quieter times into opportunities for growth. We now see a more consistent flow of diners during off-peak hours, which not only boosts revenue but also enhances the overall dining experience by maintaining a vibrant restaurant atmosphere,” Sanita explained.

A restaurant that appears lively is more likely to attract walk-ins and passersby. A buzzing atmosphere can make a world of difference, as potential customers are naturally drawn to restaurants that feel warm, welcoming, and busy.

Seamless integration and easy setup

With a busy schedule, restaurant owners and managers need solutions that integrate seamlessly into their operations without adding complexity. Giovanni’s found the setup process with First Table incredibly easy.

“The setup process was seamless. First Table’s team provided excellent support, and we were able to get listed and start seeing results almost immediately,” said Sanita.

First Table also integrates smoothly with many existing restaurant reservation systems, ensuring that bookings are updated in real-time without additional administrative burden. If a restaurant is fully booked or has a private function, the system adjusts automatically, keeping operations hassle-free.

Risk-free marketing with no commission fees

One of the standout advantages of First Table is its cost-effective model. Unlike other restaurant discovery platforms that charge commissions or subscription fees, First Table is completely free for restaurants.

“First Table doesn’t charge restaurants a fee to participate, making it a risk-free and cost-effective marketing tool. The focus on off-peak dining also sets it apart by helping restaurants maximise capacity when they need it most,” Sanita noted.

This approach removes the financial risk that often deters restaurants from experimenting with new marketing strategies, making First Table an attractive option for businesses of all sizes.

Customer feedback and experience

Customers who discover restaurants through First Table appreciate the opportunity to try new venues with an attractive offer of half-price food and their feedback has been overwhelmingly positive.

“Diners appreciate the value and the opportunity to try a new restaurant. Many have said they wouldn’t have discovered us otherwise, and quite a few have returned for future visits,” said Sanita.

This word-of-mouth effect helps restaurants build a solid reputation and grow their customer base organically.

A win-win for restaurants and diners

First Table’s unique approach benefits both restaurateurs and food lovers. For diners, it offers an exciting way to explore new restaurants at a lower cost, making dining out more accessible. For restaurant owners, it provides an easy-to-use, risk-free platform that drives bookings and increases profitability.

When we asked Sanita if she recommended First Table to other restaurants, her answer was adamant. She said: “Without a doubt! It’s a great way to increase footfall, especially during traditionally quieter times. Since there’s no financial risk to the restaurant, it’s an easy and effective way to attract new customers and grow brand awareness.”

First Table’s growing story

The story of First Table began in Queenstown, New Zealand, when founder Mat Weir discovered a small French restaurant offering 50% off their first table of the night. Inspired by the concept, Mat built an online platform that has since expanded to over 50 cities worldwide, helping thousands of restaurants drive business during off-peak hours.

With an emphasis on innovation, customer engagement, and seamless technology, First Table is rapidly becoming a leader in restaurant-tech solutions. Their mission remains simple: to help restaurants thrive by filling tables that would otherwise remain empty.

Should your restaurant join First Table?

If you’re a restaurant owner looking to attract new customers, build loyalty, and boost revenue during quiet hours, First Table is a no-brainer. With no fees, no contracts, and an easy setup process, it’s a hassle-free marketing solution that delivers tangible results.

For Giovanni’s, the partnership with First Table has been transformative, proving that even in challenging times for the hospitality industry, smart solutions exist to help restaurants not just survive but thrive.

As Sanita put it, “Give it a go! The platform is simple to use, and the benefits far outweigh any concerns. First Table provides exposure, drives new business, and enhances customer engagement—all without any upfront costs for the restaurant.”

In a competitive restaurant landscape, standing out is key. With First Table, restaurants have a powerful tool to do just that while ensuring that every table, even during off-peak hours, has the potential to become a gateway for long-term success.

You can sign up your restaurant to First Table by clicking here

Not convinced yet? Check out First Table’s information pack here for the full details of how to get involved.