What Now Book It does

Now Book It is a cloud-based restaurant reservation and guest management platform headquartered in Sydney, Australia, operating across Australia, New Zealand, Canada, the United States, the United Kingdom, and Indonesia through six regional legal entities. The platform serves approximately 11,000+ hospitality venues including restaurants, cafes, pubs and bars, wineries and breweries, and multi-location groups, processing roughly 1.4 million monthly bookings. Its product suite comprises a core Reservations and Table Management module with real-time floor plans and diary views, an Automated CRM for guest profiles and email/SMS campaigns, AI-Powered Insights for natural language business intelligence, an AI voice receptionist sub-branded as Sadie, integrated Gift Cards, and an iOS mobile application for venue staff.

The underlying technology integrates with Google Reserve, Facebook/Meta, Stripe, and leading POS systems, allowing diners to book from third-party surfaces while feeding guest data, visit history, and payment information into the Now Book It platform. The platform is designed for compliance with GDPR, CCPA, PIPEDA, Indonesia's PDP Law, and Australia's Privacy Act. Proprietary AI features include Sadie's 24/7 voice agent for autonomous call handling and the Insights tool for natural language analytics over booking data, alongside automated CRM workflows for guest re-engagement, birthday messaging, loyalty programs, and post-dining follow-ups.

The business model is a flat monthly subscription with no per-cover or per-booking commissions, differentiating Now Book It from per-reservation pricing models such as OpenTable. A secondary revenue stream is generated through gift card transaction processing. GTM combines a product-led self-serve sign-up flow on the company website with sales-assisted demos for multi-location and enterprise customers, supplemented by bottom-of-funnel demand through Google Reserve and Facebook booking integrations, and content marketing via case studies and software review platforms.

Name

Now Book It

Legal name

Now Book It Pty Limited

Website

https://nowbookit.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Now Book It is a cloud-based restaurant reservation and guest management platform serving 11,000+ hospitality venues across Australia, New Zealand, Canada, the US, UK, and Indonesia, offering reservations, CRM, AI voice receptionist Sadie, and AI-powered analytics on a flat monthly subscription.

Ownership category

akta.pro rank

Product category

Restaurant Management Software

NAICS

Travel Agencies (561510)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Restaurant/Table Reservation & Booking Engines (THALADAH)

Keywords

• Restaurant reservation software
• Hospitality guest management
• AI voice receptionist
• Restaurant CRM platform
• Online booking system

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Subscription - Restaurant Platform: Flat monthly subscription fee for unlimited bookings with 0% commission. Restaurants pay a recurring monthly fee to access the full platform including reservations, CRM, AI receptionist, and reporting tools. No per-cover or per-booking fees.
2. Gift Card Processing: Revenue generated through gift card sales processed on the platform, adding cash to restaurant tills.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Now Book It is a cloud-based restaurant reservation and guest engagement platform that lets hospitality venues accept online bookings, manage tables, and own their guest data. The platform is sold as a flat monthly subscription with zero per-cover or commission fees, and bundles AI-powered modules including a 24/7 voice receptionist (Sadie), automated CRM, AI reporting insights, gift card processing, and POS/marketplace integrations for restaurants, cafes, pubs, bars, wineries, and multi-location groups.

Product overview

Now Book It is an all-in-one restaurant management platform consisting of a core reservation and table management system with several integrated modules. The platform combines Reservations & Table Management, Restaurant CRM (automated email/SMS guest marketing), AI-Powered Reporting Insights (natural language business intelligence), AI Receptionist Sadie (24/7 voice AI phone handling), Restaurant Gift Cards, and an iOS Mobile App. The platform operates on a flat monthly subscription model with zero per-cover or commission fees, and is designed for restaurants, cafes, pubs, bars, wineries, and multi-venue groups across Australia, New Zealand, Canada, and the United States.

Differentiator

Problem solved

Functional benefit

Brands

• Sadie: AI-powered 24/7 phone receptionist for handling restaurant calls and bookings

Products and services

• Restaurant Reservation System (Core Platform) Cloud-based restaurant reservation and table management platform that enables hospitality venues to manage bookings, floor plans, guest data, and guest relationships. Includes diary views, runsheet views, real-time table management, deposits, gift cards, and a white-labelled booking widget. Targets restaurants, cafes, pubs, bars, wineries, and multi-location groups.
• AI Receptionist (Sadie) 24/7 voice AI phone receptionist that answers calls, makes and modifies bookings in real-time, handles enquiries, and provides call analytics and transcripts. Integrated directly with the Now Book It reservation system. Designed for hospitality venues that miss calls during service.
• Reporting Insights (AI-Powered) AI-powered business intelligence tool that allows venue operators to query booking data using natural language questions and receive instant visual charts, trend analysis, and AI-powered recommendations. Helps venues save an average of 2 hours per day on manual reporting.
• Automated CRM Module Automated guest relationship management module with drag-and-drop email builder, SMS campaigns, birthday and loyalty programs, post-dining follow-up automation, and full reservation history with guest profiles. Designed to take 15 minutes to set up.
• Restaurant Gift Cards Digital and physical gift card system enabling venues to sell, track, and redeem gift cards directly within the Now Book It platform, with Stripe-powered payment processing.
• iOS Mobile App iOS application for hospitality venue managers and staff to manage bookings, waitlists, and blockouts from mobile devices.

Quantifiable outcome

• Venues save 2 hours per day on reporting tasks using AI-powered Insights
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability7 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• Google ReservecoreTechnology or IntegrationIntegration allowing diners to book Now Book It venues directly through Google Search and Google Maps. Reservations sync automatically with venue booking systems. Google collects booking data and shares with Now Book It to fulfill reservations.
• Facebook / MetacoreTechnology or IntegrationFacebook Pixel integration for tracking booking events and direct booking capability from restaurant Facebook pages. Supports custom conversions for paid advertising attribution.
• StripecoreTechnology or IntegrationPayment processing integration for collecting deposits, processing gift card payments, and handling refunds. Supports 3D Secure, pre-authorizations, and automated receipt generation.
• POS Integration PartnerssupportingTechnology or IntegrationIntegration with leading POS systems for synchronized guest data, visit history, and spending information. POS data enriches guest profiles in Now Book It CRM.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• OpenTable: Largest global restaurant reservation platform, owned by Booking Holdings. Direct competitor with diner-side network, restaurant CRM and table management — explicitly referenced by Now Book It as the incumbent its zero-cover-fee model is designed to undercut.
• SevenRooms: Restaurant CRM, marketing automation, reservations and guest data platform. Closely comparable to Now Book It's CRM + reservation + data-ownership positioning, targeting similar independent and group venue customers globally.
• Tock: Reservation, ticketing and table management platform (owned by Squarespace) widely used by fine-dining and experience-led venues. Direct competitor for premium restaurants and wineries/breweries that Now Book It also targets.
• Eat App: Cloud-based restaurant reservation and guest management platform with strong presence in the Middle East and APAC. Directly comparable product suite (bookings, CRM, table management) targeting similar SMB and mid-market venues.
• Resy: Restaurant reservation and guest management platform owned by American Express. Direct competitor with strong US brand presence among independent and chef-driven restaurants, competing for the same venue customers as Now Book It.
• Yelp Guest Manager (formerly Yelp Reservations): Restaurant reservation and waitlist product from Yelp, integrated into Yelp's diner discovery funnel. Direct competitor combining reservations with consumer-side traffic, particularly relevant to Now Book It's US expansion plans.

Regional players

• TableCheck: Restaurant reservation and table management platform with strong Japan/APAC presence. Comparable product offering focused on premium venues; relevant regional peer given Now Book It's APAC footprint.

Broad incumbents

• Toast: Restaurant POS platform with built-in reservations, online ordering and guest management. Broader incumbent offering a full restaurant tech suite that competes with Now Book It's reservation + CRM + insights stack, particularly among US restaurant groups.
• Lightspeed Restaurant: Restaurant POS and table management solution with reservation functionality. Comparable in its table-management and front-of-house capabilities, though positioned as a broader POS incumbent rather than a specialist booking platform.
• TouchBistro: Restaurant POS and front-of-house platform that includes reservations and floor management. Competes for the same independent restaurant buyers as Now Book It, but from a POS-led, broader-suite position.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@NowBookIt
• Facebookfacebook.com/nowbookitNBI
• LinkedInlinkedin.com/company/now-book-it?originalSubdomain=au
• Instagraminstagram.com/now_book_it/?hl=en

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Now Book It