Dive Brief:

• OpenTable added a feature to its updated iOS app offering pick-up or delivery through Caviar, Grubhub and Uber Eats for over 8,000 restaurants in 90 metros in the U.S., according to a press release. 
• Users will see a "Get it delivered" and will then be directed to the restaurant's preferred partner to complete the transaction. OpenTable will show each choice if a restaurant partners with multiple delivery providers. The reservation platform plans to add estimated delivery time and cost with future updates. 
• The company also launched a redesigned iOS and Android app, which is available globally, that offers personalized options. The home screen offers data-backed recommendations based on past bookings, favorites and other insights. Diners also can vote a restaurant up or down, which will improve the customization. 

Dive Insight:

Getting in on delivery will make OpenTable an even bigger powerhouse in the reservation platform world and more competitive against the likes of Google and Yelp, which already offer the option in addition to other features. 

Yelp integrated Grubhub's restaurant network into its platform in 2018, which helped increase food orders and takeout order by 27% on the review site during the fourth quarter. Google's also been busy over the last year, rolling out restaurant features including reviews and popular menu items within Google Maps and recommendations via Google Lens. 

Nearly a quarter of smartphone users are expected to use a food delivery app by 2023 so offering delivery will help keep users on these apps without needing to go to a separate app to order their food.

OpenTable's latest feature also will benefit delivery operators with additional exposure, especially if it's expanded to the company's over 50,000 restaurant partnerships globally. It also could allow for additional marketing of a restaurant's delivery capabilities on a platform that claims to seat 125 million diners monthly. 

Today's announcement is one of many moves the reservation platform has made to try to stand out. OpenTable is also focusing on using guest data to improve personalization. It partnered with Upserve in June to share guest insights with restaurant staff in real-time to improve the dining experience. Its new update appears to be in the same vain, offering more personalized recommendations based on the diner's preference and past bookings. With nearly 80% of guests wanting more customized menu suggestions, this feature could help woo additional guests to OpenTable's platform.