Hospitality · Hackney · 2025
Northroom
A 14-seat tasting counter that was taking reservations in Instagram DMs.
The counter is the room.
Reserve a sitting. Tell us the table before you tell us your name.
- 41%
- of covers booked on the site in 90 days
- 22%
- fewer no-shows after deposits and reminders
- 0
- reservation DMs on a full week
The problem
The room was full of people who had heard about it. The booking path was a DM thread, a screenshot of the menu, and a hope that someone saw the message before service. No-shows were a guess.
What we did
We booked a table the way a guest would, then threw that path away. The new one asks for party size, a seating, and dietary notes before it asks for a name.
Tuesday’s second sitting is the scarce thing, so the page says so. Full means full. The waitlist is a sentence, not a form from 2014.
A card hold for parties of four. Not a toll — a sentence in the confirmation that the kitchen can trust.
After
Ninety days in, the diary is the front of house. The phone is for the room, not for repeating the menu.
Live sample
Book the way their guests do.