A personal expert to help unlock value for restaurant groups: a Q&A with Peter James, Senior Group Account Manager at TheFork

In this exclusive interview, we sit down with Peter James, the Senior Group Account Manager at TheFork, to uncover the secrets behind TheFork's value proposition for restaurant groups in the UK. Learn how Peter is helping restaurant groups increase their revenue and exposure through tailor-made marketing strategies and unrivalled personal support

Q1: You’re TheFork's Senior Group Account Manager. Could you explain to us what that means?

Peter: "In a nutshell, my role is all about increasing revenue and exposure for group restaurants in the UK through our marketing channels while ensuring quality.

It's essentially about listening to what the restaurants want, making our approach as bespoke as possible, and being an extension of the group's identity. Whether that's sharing their story, promoting sustainability efforts, or other unique aspects. It all comes down to listening, adapting, and working closely with our partners to ensure the best outcomes."

Q2: What kind of restaurants do you help?

Peter: “I work with a diverse range of group restaurants. From small three-site groups that are centrally managed to large parties with over a hundred locations. Some groups have identical menus across all their venues, while others may make specific tweaks like offering different cuisines or premium experiences. We don't focus too much on the site level; instead, we aim to promote the group as a whole or highlight specific new angles that can boost their performance. Each group is unique, so I need to listen carefully to understand their specific needs. It’s one of the most crucial aspects of what I do.”

I've seen bookings increase by over 500% month on month for a high-street restaurant brand with well over 20 sites

Q3: What is the value you bring to groups?

Peter: “The value I offer to groups is primarily through bespoke marketing strategies. We identify opportunities to increase bookings, diners and revenue. My approach is adaptable to any group, and data-driven, from SEO to reservation management. We identify my partner's needs right off the bat and keep them at the heart of everything we do. 

And, being at the company for over three years, groups value the personal approach. I still speak to some of the people I’ve worked with in my first weeks at TheFork. They know me, I know their brand, and we both know each other’s bandwidth, wavelength and personality. Sometimes all it takes is a two-minute phone call to spark a great idea that can create a big impact. Through all of this, I ensure that groups receive the prompt, top-notch service they deserve.”

It all comes down to listening, adapting, and working closely with our partners to ensure the best outcomes.

Q4: In your experience, what do restaurant groups value most in working with TheFork?

Peter: “Our ability to bring diners to their establishments at scale. Our approach is entirely bespoke to each group, delivering rapid results and meeting their needs. We can act quickly, and our best partners often come to us with their ideas, whether it's related to national events, sustainability efforts, or other initiatives. Our prompt responses and deep understanding of the restaurant industry make us a reliable partner for restaurant groups. With the backing of a company established for over 15 years and linked with TripAdvisor, larger groups can trust that they are in secure hands. Additionally, our approach and long-term relationships with partners allow us to deliver quick and significant impacts.”

Q5: What are some of the challenges your accounts struggle with?

Peter: “Some of the common challenges our accounts face include creating customer loyalty and getting diners to return for repeat visits. Additionally, quieter periods can be tough to navigate, and dealing with no-shows is a recurring issue. We work with our partners to address these challenges, offering solutions such as credit card guarantees and menu adjustments where necessary.”

Q6: What is your approach to forming a plan with restaurant groups?

Peter: “Our approach to forming a plan with restaurant groups begins with active listening. There's no one-size-fits-all solution, so we take the time to understand their specific needs and where they require a push. Once we have a plan in place, we initiate regular conversations, sometimes daily but definitely weekly, based on bespoke reporting we can provide. We maintain close contact, even through channels like WhatsApp, to ensure quick and effective action.”

With the backing of a company established for over 15 years and linked with TripAdvisor, larger groups can trust that they are in secure hands

Q7: What is the biggest achievement you or a group has had at TheFork?

Peter: “One of the most significant achievements I've seen was increasing bookings by over 500% month on month for a high-street restaurant brand with well over 20 sites. This was the result of looking at opportunities, implementing bespoke plans, and closely collaborating with the group to ensure everything was executed perfectly. Sometimes, taking calculated risks pays off remarkably.”

Q8: What would you say to a group that's considering joining TheFork?

Peter: “I would say, 100% you should be joining. We are an innovative and fast-growing restaurant booking platform that consistently drives new diners to restaurants. We launch some of the biggest campaigns in the booking industry, and we can build you a consistent and reliable revenue stream that other platforms can't match.”