OpenTable Tentatively Joins Pay-to-Play Reservation Wars

September 25, 2015

A test phase will offer last-minute, prime-time tables at NYC hot spot Cosme — for a fee.

OpenTable is dipping its toe into the pay-to-play reservation wars. The widely embraced reservations app is testing something it calls Premium Reservations, giving users the option to pay a fee for “last-minute, prime-time reservations at popular restaurants.”

The company announced the test phase on its blog early this morning. It explains the motivation behind the move thusly: “When research revealed that many OpenTable diners are willing to pay for last-minute, prime-time reservations at popular restaurants, we launched into exploration. … Giving guests without the…