Situated within the elegant confines of the Shadow Play by Peppers in Melbourne, Edwin Wine Bar & Cellar is more than just a dining spot; it's a culinary experience. However, this intimate boutique venue faced two primary challenges: attracting early diners and combating the lack of foot traffic due to its unique location off the street level. This position, while providing an exclusive ambiance, made visibility and accessibility a hurdle in a bustling city like Melbourne.

Nico, the Sales and Marketing Manager at Edwin Wine Bar & Cellar, described the initial hurdles vividly, “There are two major challenges at Edwin Wine Bar: trying to get tables booked for the early tables starting from five o'clock. Second challenge was that we are ready from street level. Our visibility. It's very difficult. We don't get that foot traffic.”

This ingenious approach aligns perfectly with Edwin’s need to attract early diners. First Table's off-peak pricing model was not just a solution; it was a strategy that redefined how Edwin engaged with potential customers. Nico noted the immediate impact, “First Table has been absolutely amazing for Edwin Wine Bar. Having those tables filled during the early period between five and six o'clock has greatly impacted us, engaging our hotel guests. They see we're busy, they see our amazing vibe, and they actually want to come in and dine with us at that time.”

First Table's platform offered an expansive digital marketing reach and a robust review generation mechanism, essential for a venue like Edwin that required a stronger online presence to compensate for its physical location. “What we love about first table is access to the huge database and great online presence,” Nico states. She further explains the advantage of their review system: “24 hours after diners dine with us, they're prompted to leave a review, which is great for us because we get extra content into Google.”

Nico describes her experience, “Interacting with the team from First Table has been great. It’s very seamless, personable, can't recommend it highly enough.” This level of support and personal engagement provided by First Table played a crucial role in the smooth implementation and success of the initiative.

Nico's final recommendation speaks volumes about the effectiveness of First Table in transforming dining experiences and driving business growth. She encourages other businesses to explore this avenue, “So, if your business has the capacity to take on more diners, I highly recommend that you give First Table a call.”

Edwin Wine Bar & Cellar's experience with First Table is a testament to how innovative approaches and strategic partnerships can turn challenges into significant opportunities. By addressing their specific needs through targeted solutions, Edwin has not only enhanced its early diner attendance but has also broadened its appeal and accessibility, transforming its initial challenges into a blueprint for success in the competitive landscape of the Melbourne dining scene.