Tock, Chicago restaurateur Nick Kokonas' much-buzzed-about ticketing system, launched in beta earlier this summer, allowing restaurants to book tables "by experiences not reservations." After two-and-a-half months of operation, Kokonas tells Eater his product is growing, and it could be in line for some big leaps in the near future.
"We have 17 restaurants moved over to Tock at this point and will have our legacy restaurants fully moved over by the end of the month," Kokonas said in an email. "Safely, we will be up to 35 to 45 restaurants by the end of September, as well as a few amazing special culinary events scattered around the world. We are processing at a pace of $2 million in sales per month right now. I'd expect that to double in September and again in October."
Tock allows restaurants to create various types of reservations based on time, locations, chef's tastings, and even special events that "co-exist seamlessly" in the system. Kokonas adds that any restaurant will be able to set up the system in under 30 minutes and start accepting paid bookings as soon as 24 hours later. The user interface is minimal and clean. Customers simply go to the website to choose their desired experience, an optimal date, and the number of people in their party. After that, the "full inventory" or every reservation time and price, including those that are sold out, is shown.
Kokonas said in the early going, he and his team have been taking a limited approach to onboarding new restaurants. "We are doing demos at a rate of three to five per day and taking a very personal approach at this time. Eventually we will move to a self-onboarding model. But for now we want to choose a broad diversity of restaurants by both geography and restaurant type. So we are signing up new restaurants on a selected basis."
Several big-name "legacy restaurants" jumped on board with Tock even before its launch. In December, chef Thomas Keller announced that both of his three Michelin-starred restaurants (Per Se, The French Laundry) will switch from OpenTable to Tock in the spring. London's The Clove Club — which announced its switch to Tock in March — is the first restaurant in the UK to switch to a tickets system. San Francisco's Coi and Austin's Qui have also adopted versions of Kokonas' system.