Case Study: Dividend Restaurant Group achieves 14x ROI and more first-time diners with OpenTable

How smarter marketing brought in new guests for one group

Dividend Restaurant Group, a 27-location fine dining group that includes Eddie Merlot’s and Sullivan’s Steakhouse, was seeing declining reservations and had limited visibility into marketing ROI. The team needed a better way to reach new diners and make its marketing spend more effective, so it turned to OpenTable for support.

Using OpenTable’s Boost and Bonus Points campaigns, DRG shifted from one-size-fits-all marketing to a data-driven strategy tailored by market and location, with performance reporting to track results. OpenTable helped drive a 14x ROAS, more than $700K in attributed revenue across two brands, and over 40% first-time diners reached, while also increasing online reservations and reducing overall marketing spend.

Dividend Restaurant Group

Jenny Lynch

Sr. Director of Sales