The trusted intelligence layer for teams selling to Hospitality & Retail
33% book through a platform, 63% show no booking channel
33% of Milan sit-down restaurants take bookings through a booking platform, a marketplace such as TheFork or booking software such as DISH Reservation or Plateform. 3% take bookings only through a form on their own website. For 63%, no booking channel was found.
Sit-down restaurants. Booking platform: a marketplace or booking software. Own channel: a booking form on the restaurant's own website, with no platform behind it.
TheFork reaches 69%, DISH Reservation 14%
TheFork is on 69% of Milan restaurants that book through a platform. DISH Reservation follows at 14%, then Plateform at 8%, Superb at 7%, OpenTable at 6% and SevenRooms at 5%.
Behind the top two the field is fragmented: Plateform, Superb, OpenTable and SevenRooms each reach between 5% and 8%.
A restaurant can use several platforms, so the shares add up to more than 100%.
Booking platforms we track in Milan
Most used first
- TheFork
- DISH Reservation
- Plateform
- Superb
- OpenTable
- SevenRooms
- Pienissimo
- Restoo
- ResDiary
- CoverManager
- Cooperto
- Tebi
- TeamSystem
- Zenchef
- Guestplan
- Octotable
- OKO
- resmio
- Netfood
- PrenotaWeb
- TAAC
- EasyTable
- 1001 Menus
- resOS
- Eat App
- Bookta
- Alvolo
- Menumal
- CarbonaraApp
- Tableo
The top three platforms rarely share a restaurant
Across all restaurants on TheFork, DISH Reservation or Plateform, 73% use TheFork alone. 10% use DISH Reservation alone and 5% Plateform alone; 7% use TheFork and DISH Reservation, 5% TheFork and Plateform. DISH Reservation and Plateform almost never share a restaurant.
Where they do overlap, it is mostly with TheFork: 55% of Plateform restaurants and 42% of DISH Reservation restaurants are also on one of the other two, against 14% of TheFork restaurants. Across all restaurants on a booking platform, 73% use one platform and 27% use several.
71% use a marketplace, 51% their own booking software
Milan runs on the marketplace: 71% of restaurants on a booking platform use one, against 51% with their own booking software. 49% use a marketplace only, 22% both and 29% own software only.
Marketplace: guests book on the platform's own site or app (TheFork, OpenTable and others). Own booking software: a booking tool the restaurant runs, usually on its own website.
Price decides who books through a platform: 5% of casual, 80% of fine dining
80% of Milan restaurants at EUR 60 and up a head take bookings through a platform, against 5% of casual restaurants under EUR 15. At EUR 15 to 30 it is 35%, and at EUR 30 to 60 it is 64%.
Own booking software climbs with price: it is used by 44% of mid-range restaurants on a booking platform, 59% at EUR 30 to 60 and 64% at EUR 60 and up.
Sit-down restaurants with a known price per person.
At EUR 60 and up, SevenRooms becomes the second platform
TheFork leads in every price band, from 73% in the mid-range to 59% at EUR 60 and up. Below it the order changes: DISH Reservation is second in the mid-range at 16%, while at EUR 60 and up SevenRooms is second at 21%, ahead of Superb at 13% and OpenTable at 11%.
Columns: restaurants on a booking platform in each price band. A restaurant can use several platforms.
Beyond 4 km of the Duomo, 22% book through a platform
Within 2 km of the Duomo 39% of sit-down restaurants take bookings through a platform; beyond 4 km it is 22%. TheFork leads at every distance. DISH Reservation is strongest on the edge of the city: 23% of restaurants on a booking platform beyond 4 km, against 13% in the centre.
| Distance from the Duomo | Book through a platform | Leading platform | Next platform |
|---|---|---|---|
| Within 2 km of the Duomo | 39% | TheFork 69% | DISH Reservation 13% |
| 2 to 4 km out | 34% | TheFork 71% | DISH Reservation 12% |
| Beyond 4 km | 22% | TheFork 64% | DISH Reservation 23% |
Book through a platform: share of the area's sit-down restaurants. Leading and next platform: share of its restaurants on a booking platform.
What this means for booking platforms
- One default marketplace. TheFork is on 69% of Milan restaurants that book through a platform, and 49% use a marketplace with no booking software of their own.
- Own software arrives with price. It goes from 44% of mid-range restaurants on a booking platform to 64% at EUR 60 and up, where SevenRooms is the second platform.
- The outer city is open. Beyond 4 km of the Duomo 22% of sit-down restaurants book through a platform, against 39% in the centre.
More cities: Paris, London and the six-city market share.
Frequently asked questions
What is the most used restaurant reservation platform in Milan?
TheFork, on 69% of Milan sit-down restaurants that take bookings through a platform. DISH Reservation follows at 14%, then Plateform at 8% and Superb at 7%.
How many Milan restaurants take bookings online?
33% of sit-down restaurants in Milan take bookings through a booking platform, and 3% only through a form on their own website.
Which booking platforms do Milan's top restaurants use?
At EUR 60 and up a head, 80% of Milan restaurants book through a platform. TheFork is on 59% of them, SevenRooms on 21%, Superb on 13% and OpenTable on 11%.
Do Milan restaurants use more than one booking platform?
27% of Milan restaurants on a booking platform use several. Smaller tools such as Plateform and DISH Reservation are often used next to TheFork.
What counts as a booking platform here?
A marketplace where guests book the restaurant (TheFork, OpenTable) or booking software the restaurant runs itself (DISH Reservation, Plateform, Superb, SevenRooms and others). Site-builder booking forms and event tools are not counted as platforms. A listing shows where a restaurant can be booked, not how many bookings it takes.