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OpenTable spins rebranding toward mobile with redesigned site, social contest

OpenTable is continuing its goal of providing streamlined dining experiences by undergoing a rebranding, which includes a new logo, tagline and Web site that is also optimized for mobile, suggesting that more restaurant-goers are looking for dining options on their smartphones.

The redesign offers an updated, fresh look and feel to the mobile and Web experience for restauranteurs as well as consumers. OpenTable is also tapping social media to launch a campaign that aims to give away 100 dining experiences at iconic eateries worldwide.

“We had our old branding for more than 10 years,” said Scott Jampol, senior vice president of marketing at OpenTable, San Francisco, CA. “And the world and our company has changed dramatically.

“We wanted to create something that would represent the way we connect restaurants, diners and their communities and we are thrilled with our new look.”

Ramping up on social
To celebrate the rebranding, OpenTable is introducing the #100opentables campaign, which will begin on Mar. 11. The provider of online and mobile restaurant reservations will be offering fans the chance to win one of 100 dining experiences at some of the world’s most iconic restaurants, including London’s Dinner by Heston Blumenthal, New York City’s Eleven Madison Park and Bar Tartine in San Francisco.

Social media users can visit the #100opentables hashtag or the mobile-optimized site to catch a glimpse of the diverse cuisine collections the brand will be showcasing come Mar. 11.

Fans will likely be excited to receive an insider’s look at the various featured experiences, such as Restaurant DANIEL’s private chef’s table for four in a skybox and a five-course pasta tasting menu at restaurant flour + water.

OpenTable will end the campaign by offering the 100 dining experiences simultaneously to winners on April 9.

Interested participants should check social media and the designated site for more information on how to enter come Mar. 11.

“We are excited about the campaign because it really highlights the incredible experiences that are taking place nightly at the more than 32,000 restaurants that work with OpenTable,” Mr. Jampol said.

“We are excited that the #100opentables campaign will drive awareness for OpenTable as we know that people who love to dine out will be very excited about nabbing one of the tables.”

Enhanced core elements
OpenTable’s rebrand includes a redesigned logo, now featuring a large red circle with a smaller circle cutout in the center. The brand hopes the new logo will convey its goals of connecting consumers, restaurants and their communities while also relying on intrinsic values such as reliability, openness and modern timeliness.

The reservations provider has also long been a proponent of mobile strategy. The service rolled out Pay with OpenTable, a mobile payments platform that enables guests to pay their restaurant bills with just a few taps on their mobile device, in the New York, San Francisco and Washington metropolitan regions last fall (see story).

OpenTable was also acquired by online travel agency Priceline last year, displaying its versatility in the travel and hospitality sector.

This prompted OpenTable to keep mobile strategy at the forefront of its mind while undertaking the rebranding experience.

“Given that almost half our diners book via mobile, [incorporating mobile elements] was very important,” Mr. Jampol said. “Our new brand was designed specifically to work well on mobile experiences.

“For example, we think it looks terrific on our new app tile and the header of our mobile Web site.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York