Dining Preferences Revealed

It seems that what happens at the table is no longer private.

It might not seem alarming if your local server knows your go-to drink or that you always ask for extra croutons on your salad.

OpenTable, a reservation service, has started collecting and sharing diners’ personal info. This ranges from drink habits to patterns of same-day cancellations.

This data could allow restaurants to tailor menus to fit preferences, prioritize seating arrangements, and even cancel reservations if AI detects poor behavior, sources have indicated.

As Cat Menter, a host at a Michelin-starred spot in Austin, pointed out, the AI notes tell a lot more. OpenTable is tracking things beyond just spending habits—like whether diners frequently leave reviews or tend to cancel at the last minute.

Now, when someone books a table through OpenTable, a profile marked with a purple star appears. This includes AI notes such as, “I often order these drinks while dining out,” detailing everything from wine selections to cocktail purchases.

More specific notes might read: “Frequent reviewer,” “A big spender,” or “Takes longer to eat than usual guests,” according to Menter.

She shared that each restaurant visited through OpenTable has all that data stored in the background profile. For instance, her profile reflects that she “orders juice often.”

This information collection isn’t entirely unexpected; many probably didn’t realize how much tracking was happening, from what was ordered to how long guests sat at tables. Menter expressed her surprise over the extent of this data gathering.

Hunter, the general manager at Sojourn Social, mentioned that this data has already influenced their services. For instance, he recalled a guest who ordered a range of drinks—red wine, beer, cola, and sparkling water—resulting in a decision to seat them in the restaurant’s wine cellar for an upscale experience.

He noted, “It helps predict behavior. If someone prefers red wine, I might offer more by-the-glass options rather than happy hour cocktails.”

Meanwhile, for another reservation, the AI flagged “long turnover times” and suggested seating away from window spots, as these diners were likely to take longer between courses.

OpenTable argued that this technology serves both restaurants and diners. A representative emphasized that by agreeing to their Privacy Policy, diners consent to sharing certain data with eateries.

They further mentioned that diners can opt out of some data sharing through their OpenTable account settings.

Some restaurant officials expressed that having access to these insights has changed how they operate. One showed a screenshot revealing a diner who cancels more reservations than average, suggesting they might choose to prioritize more reliable guests.

However, there’s a downside; they could face backlash from those whose reservations get canceled. One official illustrated this point: if someone books multiple spots but ends up canceling at the last minute, it could negatively affect their standing.

On one hand, they aim to provide great experiences; on the other, they want consistent dining revenue.

Yet, some in the industry worry that these AI-generated insights could backfire. If not managed carefully, diners might be unfairly judged based on isolated incidents or misunderstandings.

Overall, while the data holds significant potential for improving service, it raises important questions about fairness and accuracy in assessing diner behavior.