First Table
- Company typePrivate
- Founded2014
- HeadquartersQueenstown, New Zealand
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
First Table firmographics
Firmographics- Name
- First Table
- Legal name
- First Table Limited
- Website
- https://firsttable.co.nz
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
First Table industry classification
Industry- Product category
- Online Restaurant Booking Marketplace
- akta.pro primary industry
- Restaurant Reservations & Dining Booking Platforms (BPAMAIAK)
- akta.pro secondary industry
- Dining Reservations & Restaurant Booking (HSACALAF)
Keywords
Where First Table is headquartered
LocationHeadquarters
- HQ city
- Queenstown
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
First Table business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Booking Fees: Diners pay a small booking fee per reservation when securing a First Table. This service fee varies by restaurant (observed as $8-$15 per booking) and provides diners access to 50% off their food bill.
- Restaurant Listings: Restaurants join free of charge to list available first tables during early dining periods. The platform drives additional covers during typically slow periods.
- Investment Capital: Received investment from Southland investment fund to support growth initiatives including new loyalty programs and regional expansion.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Diners pay per-booking service fee ranging from $8 to $15 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
First Table product offering
Product offeringCore offering
First Table operates a hospitality technology platform that enables diners to book the first table of breakfast, lunch, or dinner service at participating restaurants and receive 50% off the food bill in exchange for a small booking fee. Restaurants list available early-evening tables for free to fill typically slow service periods. The ecosystem includes a points-based loyalty program (Frequent Foodies) and native iOS/Android mobile apps, serving over 4,500 restaurants and 3.7 million registered diners across New Zealand, Australia, the United Kingdom, and Ireland.
Product overview
First Table operates as a hospitality tech platform connecting diners with restaurants through an early-bird dining model. The core First Table platform allows users to book the first table at participating restaurants and receive 50% off the food bill, paying only a small booking fee. The ecosystem includes the Frequent Foodies® loyalty program that rewards users with points per booking, and mobile applications for iOS and Android. The platform lists over 4,500 restaurants globally and serves more than 3,700,000 registered diners across New Zealand, Australia, and the United Kingdom.
Differentiator
Problem solved
Functional benefit
Brands
- Frequent Foodies: Loyalty program offering status levels and benefits for regular diners
Products and services
- First Table Booking Platform A hospitality technology platform that enables diners to book the first table of breakfast, lunch, or dinner service at partner restaurants and receive 50% off the food bill. Diners pay a small booking fee ($8-$15) and restaurants list for free to fill early-evening capacity. Operates across New Zealand, Australia, United Kingdom, and Ireland with over 4,500 restaurant partners.
- Frequent Foodies Loyalty Program A points-based loyalty program rewarding repeat diners with status levels and benefits. Users earn 20 points per restaurant booking and progress through status tiers to unlock additional perks. Designed to drive repeat engagement and increase diner lifetime value on the First Table platform.
- First Table Mobile App Native mobile applications for iOS (App Store id1599994101) and Android (Google Play com.firsttable.live) that enable diners to discover restaurants, make first-table bookings, manage reservations, and access their Frequent Foodies loyalty account on the go.
Quantifiable outcome
- 50% off food bill for diners
- +2 more outcomes
Companies that use First Table
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
First Table technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
First Table partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
First Table competitors and assessment
Company assessmentBroad incumbents
- OpenTable: Global restaurant reservation platform with deep diner and restaurant networks across the same geographies First Table targets. Closest analogue in category, though it is a broader incumbent focused on standard reservations rather than the early-bird discount concept.
- TheFork: Tripadvisor-owned restaurant booking platform operating across Europe and Australia (formerly Dimmi). Direct competitor in booking plus a strong discounts/promotions offering that mirrors First Table's deal-led value proposition.
- Groupon: Large-scale deals marketplace that historically drove significant restaurant discount traffic. Broad incumbent with deep discounting DNA, comparable in its discount-led diner acquisition model though not specialized in restaurant reservations.
Direct peers
- Resy: Restaurant booking platform owned by American Express offering reservations and diner acquisition tools. Directly comparable two-sided marketplace model with overlapping target customers (diners and restaurants) and a growing emphasis on offers/promotions.
- Quandoo: Restaurant reservation marketplace (owned by Recruit) with strong presence in Europe and APAC. Closely comparable two-sided model and pricing structure, competing for the same restaurant partners First Table targets in overlapping geographies.
- DesignMyNight: UK-focused restaurant discovery and booking platform with a heavy emphasis on deals, set menus, and promotional offers. Among the closest analogues to First Table's discount-led early-bird model in a directly overlapping geography (UK).
Emerging players
- EatApp: Cloud-based restaurant reservation and table management platform serving restaurants across MENA and parts of APAC. Comparable product/marketplace model serving similar SMB restaurant customers, though geographically distinct.
- SevenRooms: Restaurant CRM, marketing, and reservation platform serving hospitality operators. Comparable in serving the same restaurant customer base with booking and diner engagement tools, though positioned more as a SaaS suite than a diner marketplace.
Regional players
- Bookatable: European-focused restaurant booking platform (owned by Michelin). Operates a similar restaurant listing and reservation model, with strongest overlap in the UK where First Table is also active.
- Quandoo Australia (legacy Dimmi): Restaurant booking platform with deep penetration in the Australian market. Directly comparable in offering and category to First Table's Australian operations, making it one of the most direct in-country competitors.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights5 records
Customer concentration
First Table social profiles
Digital presenceFirst Table financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Table leadership team
Management profileNumber of profiles
Profiles1 record
First Table funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Table M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about First Table
What does First Table do?
First Table operates a hospitality technology platform that enables diners to book the first table of breakfast, lunch, or dinner service at participating restaurants and receive 50% off the food bill in exchange for a small booking fee. Restaurants list available early-evening tables for free to fill typically slow service periods. The ecosystem includes a points-based loyalty program (Frequent Foodies) and native iOS/Android mobile apps, serving over 4,500 restaurants and 3.7 million registered diners across New Zealand, Australia, the United Kingdom, and Ireland.
Is First Table a public or private company?
First Table is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was First Table founded?
First Table was founded in 2014. It employs 11 to 50 people.
Where is First Table based?
First Table is headquartered in Queenstown, New Zealand, in the Oceania region.
How does First Table make money?
Three revenue lines are on record. Booking Fees are the primary driver. The others are restaurant Listings and investment Capital.
Who are First Table's main competitors?
Broad incumbents on record are OpenTable, TheFork and Groupon. Direct peers are Resy, Quandoo and DesignMyNight. Emerging players are EatApp and SevenRooms. Regional players are Bookatable and Quandoo Australia (legacy Dimmi).
Does First Table have an API?
No public API is recorded for First Table.
What industry is First Table in?
First Table's product category is Online Restaurant Booking Marketplace. Its primary akta.pro industry code is BPAMAIAK, Restaurant Reservations & Dining Booking Platforms, with a secondary code of HSACALAF, Dining Reservations & Restaurant Booking.