OpenTable CEO's Ruthless Plan for Restaurant Dominance

When Debby Soo assumed leadership of OpenTable in August 2020, the company was struggling, branded a "dinosaur" and widely disliked by restaurants. Soo, who previously spent a decade at Kayak, recognized the need for a drastic change, shifting focus from diners back to the restaurants that pay for the service. She initiated a nationwide tour, listening to restaurateurs' grievances about high costs and lacking features.

Soo restructured OpenTable's mission and product offerings. The company now provides tiered software solutions, including a Pro tier that offers detailed guest insights derived from data like past orders and social media profiles. Partnerships with credit card companies like Visa and JPMorgan Chase have been established to offer exclusive dining perks, mirroring competitor Resy's success with American Express. These changes have driven revenue growth, with OpenTable reporting double-digit increases in 2025.

OpenTable has seen a resurgence, attracting back key restaurants like Aska and Daisies. The platform now seats nearly 2 billion diners annually across 65,000 restaurants, an all-time high. Soo acknowledges ongoing restaurant challenges like inflation and staffing shortages but notes diners' increasing willingness to pay for unique experiences. OpenTable is also expanding globally, with significant investments in Italy, France, and the Philippines, while refining its diner loyalty program and AI Concierge service.