Fed-up restaurant boss turns tables on customers by asking for deposit No-shows costing business £1,000 per week
IT IS a Birmingham restaurant that is so popular you have to book months ahead to get a reservation.
The earliest you can currently get a weekend table at The Wilderness, in Dudley Street, near the Bullring, is July.
Yet each week up to four people who book simply do not show up – a problem that is costing owner Alex Claridge £1,000-plus a week.
And he is so fed up with the problem he has decided to start charging a deposit for every booking made.
It will now cost diners £25 per person to book for dinner and £10 per person to book for lunch.
“We’re a small restaurant so when a table of two doesn’t turn up that’s 10 per cent of our takings,” said Mr Claridge. “We’re not a greedy restaurant, we have a high level of staff and offer high quality food and drink whilst trying to keep it accessible.
“We try to take the time to get to know our guests. We’ve had people book for birthdays, and we’ve bought a card and had all the staff sign it, only for that table not to show up.
“I know there’s no malice in no- shows and it’s not personal sometimes it can feel personal.
“This is about the longevity of the business, we want to be around for a while. I hope this raises awareness of the impact of this on small restaurants. We have 30 to 40 people trying to get in on a Saturday night and we’re currently booked up at weekends until July.
“We’re very fortunate to have that level of demand.
“So, when diners have had to wait months to come in then arrive to see empty tables it’s disappointing for them, too.”
The Wilderness is known for its theatrical-style interior and bold menus. Edible ants have been served on its tasting menus in the past.
But like many restaurants it has suffered from diners not turning up when they have made a booking.
“We have around two to four bookings a week that don’t turn up,” added assistant manager Amy Huggett.
“On a Saturday night, it’s normally around £100 per head so if a table of four doesn’t show up, that’s £400. If – but
I know there’s no malice in no-shows and it’s not personal – but sometimes it can feel personal
you get two like that in a night, you’re down by nearly £1,000. It’s so frustrating.”
The restaurant is offering diners a 48-hour cancellation policy, enabling customers to get a refund of their deposit so long as they give staff 48 hours notice.
“We need 48 hours notice so we can contact someone on the waiting list and re-book their table,” said Mr Claridge.
“Also, as we do tasting menus, we need to give the chef time to prep for any dietary requirements.”
Customers have responded positively to the new charges, according to Ms Huggett.
“Our customers have been really supportive,” she said. “No-one has been against paying a deposit. In fact, most of them expect it.”
Staff at The Wilderness hope that other small independent restaurants will now follow suit.
“We’re hoping to take the lead on making the public aware how much it does affect small businesses when people book then don’t turn up,” added Ms Huggett.
Alex Claridge