NoWait has passed the milestone of 10m diners seated using its restaurant app in the US and Canada.

Restaurant staff input a diners name and number into the NoWait app, which then sends the customer an SMS indicating how long until their table is ready. Once this time has passed – during which the customer doesnt need to wait in the restaurant – a second SMS is sent telling them to return in order to be seated.

“There are roughly 250,000 full-service, non-reservation restaurants in the United States – the majority of which still use inefficient pen and paper or costly buzzers to manage how they get customers from the door to the table,” said NoWait CEO Ware Sykes. “It’s not a broken process, but it’s one where technology can and – from what we’ve heard from our customers – does make the process remarkably better for everyone.”

NoWait will be showcasing the system next week in Augusta, Georgia, giving free iPads and two months of service to more than 50 restaurants. Its tied into the Masters golf tournament, which will bring an estimated 100,000 additional patrons to the city.

The service is offered to restaurants for free, for up to 200 dining parties a month, with premium packages available for larger numbers, as well as adding further customisation features.

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