OpenTable unveils rebrand to deepen connection with diners and restaurants

March 3, 2015


New logo, tagline, brand upgrades and #100opentables campaign underscore OpenTable’s evolution and mission to power great dining experiences

London, March 3, 2015 – OpenTable, the world’s leading provider of online restaurant reservations and part of The Priceline Group (NASDAQ: PCLN), has today unveiled a global rebrand to further its mission of powering great dining experiences. Core elements of the new OpenTable brand include a reimagined company logo mark and tagline, as well as a fresh and current look and feel of the web and mobile experiences for both diners and restaurants.

The new logo features a large vivid red circle with a central small circular cutout. The smaller cut out red circle lies immediately to the left of the larger icon. It and other new brand elements have been designed to convey the ways OpenTable will connect diners, restaurants and their communities like never before. The design also reflects brand values like openness, reliability and modern timelessness.

The new tagline, “The table is just the start” speaks to the evolution of OpenTable from a company focused on the reservation transaction to one focused on the broader experience of dining out (For further information visit http://youtu.be/DRKn_9drhWM).

These changes come on the heels of the brand update from toptable to OpenTable in the UK in early 2014 and other moves intended to enhance the OpenTable experience for diners and restaurants, including a redesigned website and Guest Center, the next-generation, cloud-based hospitality solution for restaurants.

“We’re proud that OpenTable is so widely used, but we also want to strike a more emotional chord with diners and restaurant staff,” said Matthew Roberts, CEO of OpenTable. “We want our mission to be more clearly understood – that we’re passionate about powering great dining experiences and what can happen around the restaurant table.”

“Through our rebrand, we want our warm and welcoming nature – the love of restaurants and hospitality that is in our DNA – to shine through,” said Scott Jampol, SVP of Marketing at OpenTable. “We are here to celebrate the experience of dining out and nourish great relationships between restaurants and diners, both locally and globally.”

To celebrate the rebrand, OpenTable will launch a #100opentables campaign on March 11, 2015, giving away 100 dining experiences at iconic restaurants around the world, including Dinner by Heston Blumenthal in London, Eleven Madison Park in New York City and Bar Tartine in San Francisco. The campaign will culminate with 100 dining experiences in 23 cities on 1 night: April 9, 2015. Diners can visit the #100opentables microsite www.100opentables.comfor details on how to participate.

“We’re excited to participate in the #100opentables campaign. The dining table is a place where emotional connections are formed and unique experiences unfold, and we are delighted to bring people together and help celebrate this magic,” said Mark Hastings, General Manager, Dinner by Heston Blumenthal.