The Hidden Cost of TheFork Reservations: Why Your €3+ Keeps Multiplying - Part 1

Every restaurant owner knows the drill: TheFork brings customers through the door, but at €3+ per person per reservation (€2.60 minimum + VAT). What most don’t realize is that this cost multiplies with every repeat visit from the same customer—turning what should be your most valuable guests into your most expensive acquisition channel. Here’s how smart restaurants are breaking this cycle and cutting their customer acquisition costs by 66%.

The €9+ Customer: When Success Becomes Expensive

Let’s break down the real math that TheFork doesn’t advertise:

The Standard TheFork Journey

• First visit: Customer discovers your restaurant on TheFork → €3.00 commission
• Second visit: Same customer books again through TheFork → €3.00 commission
• Third visit: Still booking through TheFork → €3.00 commission
• Total cost for one repeat customer: €9.00

This customer has become a regular, yet you’re still paying discovery fees for every visit. It’s like paying a real estate agent commission every time your tenant pays rent.

The Multiplication Effect at Scale

For a typical 60-seat restaurant with 40% TheFork bookings:

• Monthly TheFork reservations: 480 covers
• Repeat customer rate: 35% (168 covers)
• Average repeat frequency: 2.8 visits
• Monthly commission on repeats alone: €436.80
• Annual cost of repeat customers: €5,241.60

You’re essentially paying over €5,000 per year for customers who already know and love your restaurant.

Why This Keeps Happening: The Platform Lock-In

TheFork’s business model relies on restaurants never building direct relationships with their guests. Here’s their playbook:

Customer Data Ownership: While TheFork owns the customer relationship, you have the right to access your customers’ data including email and phone number. However, you don’t leverage it to establish a direct relationship.

Booking Convenience: Customers stay on TheFork because their preferences, points, and booking history live there.

Marketing Dependency: By letting TheFork handle your customer emails and texts, you stay dependent on the platform and can never establish direct communication with your guests.

Review Leverage: Offering food at -50% discount never guarantees 5-star reviews—it’s often the opposite. Your TheFork ratings become critical, making it risky to encourage direct bookings.

Operational Integration: Your staff relies on TheFork’s system, making alternatives seem complicated.

The Five-Star Action Plan: Your Escape Route

Here’s exactly what successful restaurants are doing to break free:

***** Import Your Existing Guest Data

• One-click connection with TheFork to automatically retrieve all your reservation and customer data
• Import your complete reservation history without manual effort
• Automatic synchronization of complete customer profiles (names, emails, phones, histories)
• AI-powered automatic identification of your VIPs and regular customers
• Create segments based on visit frequency and preferences

***** Launch Your Direct Booking Campaign

• Send personalized emails to past TheFork customers
• Offer exclusive perks for direct bookings
• Create members-only reservation times
• Implement loyalty points that exceed TheFork’s program
• Track conversion rates and optimize messaging

***** Automate the Retention System

• Set up automated welcome series for new guests
• Create birthday and anniversary campaigns
• Send “we miss you” messages to lapsed customers
• Implement smart timing based on typical return patterns
• Use AI to personalize offers based on preferences

***** Redirect Without Disruption

• Keep TheFork for new customer discovery only
• Gradually shift marketing budget to retention
• Train staff to promote direct booking benefits
• Monitor channel mix and profitability metrics
• Celebrate the savings with your team

The Caramel Advantage: Technology That Pays for Itself

When restaurants combine TheFork with Caramel’s AI-powered CRM technology, the economics completely change:

New Cost Structure with Caramel

• First visit via TheFork: €3.00 commission (one-time discovery fee)
• Second visit via Caramel: €0 (direct booking through your CRM)
• Third visit via Caramel: €0 (automated marketing brings them back)
• Total cost for repeat customer: €3.00 (67% reduction)

The Technology Stack That Makes It Possible

Smart Data Import: Pull all your historical guest data from TheFork, OpenTable, and other platforms into one unified system.

AI-Powered Segmentation: Automatically identify VIPs, regulars, special occasion diners, and at-risk customers.

Automated Campaigns: Set it and forget it—birthday offers, return visit incentives, and win-back campaigns run automatically.

Direct Booking Integration: Seamless reservation system that remembers preferences and builds loyalty.

ROI Tracking: See exactly how much you’re saving by channel and customer segment.

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Ready to see real results and a concrete action plan?

In Part 2 of this series, we explore:

• Real results from restaurants that reduced TheFork costs by 66%
• Detailed case studies with before/after numbers
• The 90-day challenge and your 5-step action plan
• How to transform your TheFork dependency into profitable direct relationships

Book a Free Demo → Discover how Caramel can transform your booking costs into growth opportunities.