Tock, the venture-backed, restaurant reservation startup from Alinea co-owner Nick Kokonas, has announced new features, some available now and some still to come, that are designed to make the fine dining experience a little more personalized.
Founded in 2014 by Kokonas and former Googler Brian Fitzpatrick, Tock has created an online reservation platform that requires users to put down a deposit in order to hold a table, basically guaranteeing restaurants that a diner will show up.
Tock began as a way to book tables at the Michelin-starred restaurant Alinea, but now offers reservations to thousands of restaurants around the world. Chicago eateries on Tock include The Violet Hour in Wicker Park, Spiaggia on the Magnificent Mile and Summer House in Lincoln Park.
In a Medium post on Tuesday, Kokonas revealed Tock Time, a set of new “digital concierge” features that give users personalized recommendations, the ability to keep track of special occasions that may warrant a dining reservation and much more.
Of the many new features, the one that’s currently available and free is the ability to create a diner profile that lets users view, manage, discover and share reservations at thousands of restaurants, wineries and pop-ups around the world.
When setting up their profile, users can document dietary restrictions and allergies, as well as whether they prefer booths or tables, still or sparkling water and coffee or tea. Each time a user dines with a restaurant on Tock, this data will be automatically shared with its staff so they’re prepared for each diner's specific preferences.
Tock also wants to gather more data on your restaurant tastes through new culinary quizzes that ask things like whether you’re an adventurous or cautious diner, and if you prefer cocktails or non-alcoholic beverages. Based on these answers, Tock says it will make more informed and personalized suggestions to users.
“Just like Netflix and Spotify customize recommendations for movies and music, Tock will begin personalizing the booking experience for diners around the world,” Kokonas said in a statement.
Other new features include the ability to earn badges, share culinary lists with friends and leave reviews, which Tock says remain private between diner and restaurant. And each time you dine somewhere using Tock, the app will remember, so you can look back at each meal you had and rebook on the spot.
Many other Tock Time features are coming to make the platform’s experience better in a paid membership model, Tock said. Pricing has yet to be announced.
Because many of the restaurants on Tock are often booked weeks and even months in advance, one of the most useful features is called InstantBook, which lets diners only view tables available within the next few days.
“Just swipe left or right until you see something delicious…Yes, it’s like Tinder for your tastebuds,” Kokonas wrote.
Other new membership features include helping users keep track of special occasions, such as birthdays and anniversaries, and giving users timely reminders on when it’s time to book a reservation to celebrate.
Additionally, members will have access to special events, unique experiences and city guides, as well as discounts on related merchandise like cookbooks, seasonal food products, cookware and more.
In 2018, Tock raised $9.5 million in a funding round led by Chicago investors Valor Equity Partners and Origin Ventures. To date, Tock has raised more than $17 million.
