TheFork plates up new website and app for local diners

Online restaurant reservation platform joins global platform and the site's new CMO shares its forward plans

Online restaurant reservation platform, TheFork, which is part of the TripAdvisor group, has joined one of the world’s largest networks for online restaurant bookings and, at the same time, introduced a new mobile app and loyalty program, Yums. 

The second phase of its migration to TheFork, after rebranding from Dimmi in January, has been to move the Australian-based platform to the TheFork internationally to become one of the world’s largest networks for booking a restaurant online. 

TheFork users will now be able to consult over 16 million verified reviews across the large community of  diners, with discounts and special offers across the 17 countries, and choose from a selection of popular restaurants in each country.

TheFork's new Australian head of marketing, James Walmsley, elaborated on the program and the site’s wider marketing plans with CMO. Now with each reservation made on TheFork, Australian diners will receive points towards discounts at participating restaurants. Walmsley said the decision to have a new program.

“The Yums loyalty program has been set up to thank and add value to our best customers. It offers tangible advantages to making a reservation with TheFork, encouraging diners to make regular reservations and offering additional visibility to the restaurants that are participating in the program,” said Walmsley.

“It exists in all the countries where TheFork is present. So for diners who love travelling, they can use Yums during their visits to 16 other TheFork countries.” 

Walmsley said working closely with TheFork globally allows the local team to pivot its offering based on the global learnings as well as local insights.

“For example, our brand research in Australia showed us that being able to earn loyalty points was a key driver for people to make online bookings. In terms of the Yums program, recent data from TheFork in France, Spain and Italy, compares visits and bookings before vs after a restaurant has enrolled in the Yums program. The results show a significantly positive impact of the Yums loyalty program in these markets,”  he said.

In 2020, the site will continue to focus on the customer experience and continue to build on the list of restaurants and special offers. Walmsley sees some challenges in this competitive market.

“It's no secret that it's been a hard year for the restaurant industry, and TheFork has had to continue to adapt our own offering so that we can best support the restaurants we work with," he said. "And with high spend across the digital reservation category, but also across food delivery services, we focus on offering the best service to diners to encourage support of the restaurant industry and to lead Australians to the best fit for them each time they want to dine out.”

Finally, being part of a new global platform brings a new global audience for Australian restaurants and Walmsley sees it as a two-way benefit. 

“It will also give Australian diners access to restaurants across 16 other countries, where they can consult 17 million reviews to ensure they discover their best fit.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Blog Posts

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Brand or product placement?

CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

University of Adelaide Business School and University of South Australia

Sign in