MuMu Grill Case Study
Leading restaurateur throws out
MuMu Grill in Crows Nest claims to be "Sydney's best 100 percent
grass fed beef steakhouse" and if the glowing reviews are
anything to go by; the diners agree in their droves. Its commitment
to sustainably grown produce has set this meat lover's haven
apart from other steakhouses and since opening in November
2007 it has specialised in grass fed beef because not only is grass
fed beef better for you and better for the environment; but
according to owner and head chef, Craig Macindoe, it also
The Good Food Guide featured restaurant has an 11m long bar
where patrons can enjoy a variety of tapas, great cocktails,
wines and ice cold beer in a relaxed atmosphere before they dine,
has been a very popular haunt on Sydney's North Shore.
However, in these challenging times and without an extensive
marketing budget to promote itself Craig Macindoe and his team
needed to find a way to increase bookings, particularly on
traditional quieter days for restaurants.
MuMu Grill had already been featured on some of the leading
online restaurant guides, which generated interest but
potential diners had to make an email enquiry or phone the
restaurant during busy service hours to book a table.
The restaurant already had made a significant investment in its
own website and Craig Macindoe was keen to incorporate online
bookings so people could make reservations more conveniently
and out of normal service hours. He saw online bookings as a
pivotal component to his online marketing strategy.
After carefully researching the options, MuMu Grill discovered
Dimmi - Australia's first real-time restaurant reservation
service. So in late 2010 Dimmi's was launched at MuMu Grill
allowing diners to make an immediately confirmed booking via
the restaurant's website 24/7 and throughout Australia's
largest restaurant booking network, where over five million diners
search for restaurants every month.
"Online bookings are definitely the future and Dimmi has allowed
us to boost our restaurant's overall reservations and to fill
our empty seats on quieter days. I love it, bookings just appear
out of cyberspace and they are instantly booked and confirmed
without us needing to do a thing!" said Craig Macindoe, owner
and head chef of MuMu Grill in Crows Nest, Sydney.
Adopting Dimmi has turned out to be a great business decision
for Craig Macindoe because of its 100 per cent performance
based model, which means that MuMu Grill only pays when bookings
are generated by Dimmi.
The team at MuMu Grill have thrown out the highly inefficient
reservations book it relied on so heavily before and replaced
it with the Dimmi Online Reservation Diary that synchronises
and checks instant availability for diners 24/7. The team have
found it easy to implement and the improvements to operational
efficiencies have been significant.
"Implementing Dimmi's real time reservations system was one of
the smartest business decisions I've ever made for MuMu Grill
and one that I am constantly recommending to other restaurateurs.
I could never go back to using the book and I believe that
using Dimmi has truly enabled us to give our customers a more
complete experience," said Craig Macindoe.
Just months after partnering with Dimmi, MuMu Grill is achieving
its goal of significantly increasing MuMu Grill's online
presence and boosting the number of diners the restaurant seats on
a daily basis. Bookings at MuMu have increased by over 10 per
cent and MuMu Grill's owner, Macindoe said he now sees his own
website as a money making device.
"We were surprised to find that our customers gravitated to it
so quickly, we are now taking 25 per cent of total bookings
online via Dimmi's real time booking engine. It's clearly
demonstrated diners' preference for this type of service,"
Dimmi's 24/7 booking availability has also proven to capture
traditionally lost bookings, with 90 per cent of MuMu Grill's
bookings being made after hours or during traditional peak service
periods. The Dimmi 24/7 booking engine helps to ensure that
MuMu Grill never loses another booking.
Macindoe has also been impressed with Dimmi's integrated
marketing tools including customer management and promotional
tools which enable MuMu Grill to develop its own customer
database to drive repeat bookings.
"Dimmi has widened our scope and has attracted people to the
restaurant that otherwise may never have heard of MuMu. Online
bookings has also allowed us to build our database of customers
and communicate regularly to help drive increased revenue from
repeat bookings," said Macindoe.
"We know that the secret to running a profitable restaurant is
to fill as many seats as possible during every service, so
what Dimmi does is to help put more bums on seats by marketing and
promoting our partner restaurants through Australia's largest
restaurant booking network," said Stevan Premutico, Managing
Director of Dimmi.
"If you don't use this system you are an idiot! The Dimmi
booking system is magic - 200 people booked using it in our
first two weeks, which no other system can beat. In addition you
get all your customers' information without having to bother
them with comment cards," concluded Macindoe.
Dimmi helps to drive more bookings and helps to fill empty seats
by promoting partner restaurants to over five million diners
searching for restaurants every month through Australia's
Largest Restaurant Booking Network. They include the likes of
NineMSN/YourRestaurants, Best Restaurants, Eatability, My247,
Australian Good Food & Travel Guide, Food Wine Sleep and many
more high profile online restaurant guides.