Seven years into running <a href="https://www.exploretock.com/ruins-spokane">Ruins</a> in downtown Spokane, owner Tony Brown knew it was time for a new era. The 40-seat bar and restaurant, which is known for switching up its eclectic, locally-sourced menu every week, had never accepted reservations before. Historically, walk-ins-only worked for Brown and his 12-person staff, many of whom have been with Ruins since it opened. 
But over time, guests began to ask for a way to book tables in advance. So Brown signed up for the first platform he looked into: OpenTable. But he and his team soon experienced its shortcomings. 
“It seemed a little robotic and not friendly,” Brown says. He also had issues with the platform’s everyday performance and customer support. “OpenTable always had weird little glitches, and it was kind of difficult to speak to anyone when we needed help.”
In 2022, Brown switched from OpenTable to Tock. He liked what he’d seen at other Spokane restaurants and wanted that flexibility and ease for Ruins. 
“It just seemed more geared towards our type of restaurant,” Brown says. “Creative, versatile, personal. It was perfect for what we were doing.”
Guests have responded to the change, too. Here’s how Tock’s all-in-one reservation platform helped Ruins increase covers by 16% while streamlining reservation data and providing a top-tier guest experience. 
<h3>Challenge</h3>
Juggle online reservations and heavy walk-in traffic. 
<h3>Tock Solution</h3>
Tock’s easy-to-use interface and robust table management tools provided Ruins the ability to gradually integrate features and get more out of the platform as the team became comfortable with their new table management strategy. 
“For the first six months, we didn&#8217;t even enter walk-ins on the platform, but it&#8217;s become beneficial to do that, because we now have more data at our disposal,” Brown says.
By tracking reservations and walk-in guests, Brown and his team are able to begin each shift with valuable information that helps operations run smoothly. 
“I like the idea of knowing what we&#8217;re getting into for service for the night,” he says. “Before, it was like, if people come, people come. Now, table assignments are mapped out for us already and we have all the information we need. It makes life easier.” 
<h3>Results</h3>
<ul>
<li>Service runs more smoothly with guest information all in one place.</li>
<li>Tracking reservation and walk-in data in one place gives operators more control.</li>
</ul>
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<h3>Challenge</h3>
Manage special dinners, events, and everyday reservations on a single streamlined platform. 
<h3>Tock Solution</h3>
In addition to standard dining room reservations, Ruins hosts a variety of experiences, like kitchen table tastings and collaborative dinners with regional winemakers. Highlighting upcoming experiences alongside reservations on the restaurant’s Tock page helps drive guest awareness and boost sales while making promotion a breeze for the team. 
When Brown needed support while customizing the dates for kitchen table dinners, Tock’s team was helpful and easy to reach. 
“They walked me through it and helped me out,” he says. “Tock is good for that. I feel like I can get a hold of somebody in a flash if I need to.”
<h3>Results</h3>
<ul>
<li>Promoting experiences and events on Tock increases visibility and boosts sales.</li>
<li>Accessible support makes new experiences and features simple to implement.</li>
</ul>
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<h3>Challenge</h3>
Provide a frictionless guest experience and increase covers overall. 
<h3>Tock Solution</h3>
Ruins started accepting reservations due to guest demand, and since switching to Tock, patrons have responded positively. In the restaurant’s first 12 months on Tock, covers increased by 16% over the previous year on OpenTable. 
“Everyone&#8217;s been happy with it. It’s been a good response,” Brown says. “Our Tock page is easy to find, and it&#8217;s easy for guests to make a reservation without having to put in too much information.”
<h3>Results</h3>
<ul>
<li>User-friendly guest experience keeps patrons coming back.</li>
<li>Visibility and ease of use led to a 16% increase in covers over OpenTable.</li>
</ul>
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Request a demo to learn more about switching to Tock. If you’re already a customer, talk to hospitality about launching an experience today.

Ruins restaurant owner Tony Brown stands behind the bar.

Discover how Tony Brown, owner of Ruins in Spokane, boosted covers by 16% and improved guest experiences after switching from OpenTable to Tock's flexible and user-friendly reservation platform.

Case Study: Tony Brown and Seattle Restaurant Ruins

The owner of creative, casual Spokane restaurant Ruins prefers Tock’s intuitive, flexible interface and responsive customer support.

James Beard Award semi-finalist chef Tony Brown knew as soon as he signed up for OpenTable that it wasn&#8217;t the right fit for his Washington restaurant, Ruins.
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In 2022, he switched to Tock for a more “creative, versatile, and personal experience” for his business and his guests.

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Ruins saw a 16% increase in covers after switching from OpenTable

<h2 aria-level="3">Reflecting on the future of the winery industry </h2>
As the harvest season draws to a close, it’s the perfect moment to reflect on Tock&#8217;s ongoing partnership with wineries and explore new ways to help this vibrant industry flourish.
Our commitment to wineries has been at the heart of Tock’s mission from day one. Recognizing that wineries need more than just a reservations tool, Tock was designed as a comprehensive revenue management platform, empowering winery partners to manage guest experiences, memberships, and events with ease. This dedication has fueled some of the most significant innovations across our platform, ensuring we meet the unique needs of every winery.
Now, as part of American Express, Tock is expanding its vision for winery customers on a much larger scale. Tock remains a trusted partner to wineries, focused on delivering new features and greater value to our customers, while also helping them connect with a broader audience and drive lasting relationships and success.
<h2 aria-level="3">Our impact by the numbers </h2>
Tock proudly supports a diverse range of wineries, from boutique vineyards to world-renowned estates, across regions like Napa Valley, Sonoma, the North Fork of Long Island, and Texas Hill Country. Understanding the unique nature of the wine business, we’ve designed our platform to offer flexible solutions: customizable guest experiences, seamless payment options, and rapid account setup within 24 to 48 hours.
Wineries now make up over 20% of our customer base, and our nearly 100% monthly retention rate speaks to the trust and long-term partnerships we’ve built.¹’²
Year after year, we remain committed to helping our winery community thrive and grow.
<h2 aria-level="3">Driving innovation and connection </h2>
In today’s competitive reservation landscape, every guest booking is an opportunity to build lasting relationships. Tock’s advanced discovery tools and seamless integrations help wineries attract more guests, especially in renowned regions like Napa Valley and Sonoma, by making it easier for visitors to find and book experiences, even at the last minute.
Last year, Tock launched our “Multi-Experience Tables” feature, empowering wineries to diversify their offerings. With this innovation, partners can create new, memorable experiences while ensuring tables remain available for traditional tastings. This means a table is only taken offline when it’s reserved by a guest, maximizing both flexibility and revenue potential.
<h2 aria-level="3">Expertise that drives excellence</h2>
At Tock, our passion for the wine industry is reflected in the expertise of our team. We bring together specialists with deep credentials: WSET-certified professionals, Advanced Sommeliers, and even the acclaimed author and journalist Jon Bonné. This collective knowledge allows us to offer meaningful insights and guidance, helping our winery partners elevate their guest experiences and achieve lasting success.
<h2>Amplifying winery success with American Express</h2>
As part of American Express, Tock can deliver even greater value to our winery partners. This powerful integration brings new features and products to the platform, while also expanding our partners’ reach to millions of American Express Card Members. Collectively, these members spend hundreds of millions of dollars at wineries, wine shops, and related merchants each year.³ By connecting wineries to this extensive network, we help amplify their brands and drive increased visibility for their experiences, tastings, and events. Our goal is to ensure that every partner benefits from the enhanced opportunities and resources that come with the backing of American Express.
<h2 aria-level="3">Looking ahead </h2>
While the wine industry faces its share of challenges, we continue to be inspired by the resilience and ingenuity of our partners. As the season ends and we look forward to the year ahead, Tock remains committed to supporting wineries as they adapt and grow. We are proud to play a role in their ongoing success and look forward to helping our partners seize new opportunities in the future.
<img loading="lazy" decoding="async" class="alignnone wp-image-71650" src="https://tock.wpenginepowered.com/wp-content/uploads/2025/01/Screenshot-2025-01-16-at-9.50.06%E2%80%AFAM-e1737042807960.png" alt="Matt Tucker signature" width="300" height="115" />
Matt Tucker
Head of Tock
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<h6>¹Based the trailing 12 month churn rate as of October 2025 for all Winery customers.</h6>
<h6>²Based on Active customers in Oct. 2025.</h6>
<h6>³Based on American Express Card Member spending in 2024.</h6>

Matt Tucker reflects on how Tock continues to support wineries through innovation, flexibility, and deep industry expertise. Backed by American Express, Tock helps wineries grow their reach and deliver exceptional guest experiences.

Reflecting on Harvest and the Future of the Winery Industry 

Article

How Tock and American Express are investing in the future of wineries

<h2>1. Operators adapted hybrid businesses models</h2>
To combat tight margins, restaurants have gotten creative with hybrid models of service.
According to a recent <a href="https://www.houstonchronicle.com/food-culture/restaurants-bars/article/houston-restaurants-coffee-shops-20302299.php?utm_source=chatgpt.com">Houston Chronicle</a> report, local restaurants and bars have been experimenting with new ways to boost revenue during typically slow periods or daytime hours by operating as a different concept—under the same roof.
Craft cocktail bar Rabbit’s Got the Gun, for example, operates as Cariño Coffee in the mornings, while Jun, a new-Asian restaurant in the Heights, introduced a daytime café concept called Third Place to drive traffic and sustain revenue.
Meanwhile, in Chicago, MICHELIN-Starred <a href="https://www.exploretock.com/kasama">Kasama</a> operates as a bakery during the day while serving fine dining Filipino-inspired tasting menus by night.
Though converting into a coffee shop, bakery, or other concept during off hours comes with challenges—from staffing to equipment—it can be a worthwhile strategy. Even a simple setup with Wi-Fi, light snacks, minimalist beverage program, and a dedicated staff member can turn unused hours into an additional stream of revenue.
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<h2>2. Chefs got personal</h2>
<a href="https://www.bonappetit.com/story/how-personal-stories-shaped-the-best-new-restaurants-of-2025">Bon Appétit</a> says it was the businesses with personal stories that shaped their Best New Restaurants of 2025 list—because in the end, it was personal touches that made these meals more memorable.
“To some degree, the best restaurants in the world are self-portraits, easily identifiable by the chef’s history, background, ambition, and ability to shape the culture of hospitality and dining more broadly,” writes editor-in-chief Jamila Robinson. She references Al Gatto Verde, Massimo Bottura&#8217;s restaurant, which pays homage to his mother through personal touches, an inviting atmosphere, and intentional ingredients.
Adding personal touches to your menu, dining room, or marketing strategy can help differentiate your business and create a more compelling dining experience.
Consider all the way you can tell stories, interact with guests on a personal level, and share why you’re passionate about what you do. Because ultimately, guests are looking for more than a meal, they want connection.
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<h2>3. Interiors were designed with authenticity</h2>
That connection guests are seeking goes beyond the menu. When it comes to the design behind your dining or tasting room, consumers have been gravitating toward lived-in spaces with character and authenticity over Instragrammable moments.
According to <a href="https://www.eater.com/dining-out/915123/millennial-minimalism-maximalist-cozy-dining-decor-trends">Eater</a>, we’ve moving away from interiors that feel “graphic-designed rather than lived in, inoffensively photogenic and social-media-ready.”
Of course, there is no one-size-fits-all guide to achieving this. Rather, it’s about zeroing in on your brand and your business.
Read our latest Tock 10 collection, <a href="https://www.exploretock.com/blog/tock-ten/by-design/">By Design</a>, to see how various restaurants and wineries use design to contribute to a more meaningful experience.
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<h2>4. Hospitality set boundaries</h2>
While it can be incredibly difficult to say ‘no’ in the hospitality field, it’s also vital to protect your business, bottom line, and the well-being of your staff.
With rising labor, food, and supply costs, hospitality operators have gotten more comfortable saying ‘no’ or at least framing that ‘no’ as a positive.
This can look like shorter grace periods when guests run late for a reservation. Or communicating a designated end time to a reservation, enabling a turn. It can also mean asking for a credit card hold, deposit, or prepayment to secure a reservation—especially when it comes to large parties.
In Denver, <a href="https://www.exploretock.com/yuan-wonton-denver">Yuan Wonton&#8217;s</a> reservation page states, &#8220;Hello Friends! Because we are a small capacity restaurant, we kindly ask that you limit your stay to allow other guests a chance to experience Yuan Wonton.” The message is clear, yet friendly.
Another example of setting boundaries is pushing front of house staff for firm “all-in” tickets rather than letting those last orders trickle in at the end of the night, allowing the kitchen to start breaking down.
It’s key to communicate to staff how your business plans to set proper boundaries, so that they, in turn, can communicate these policies with guests.
Read More: <a href="https://www.exploretock.com/join/resources/eliminate-no-shows-3-tock-tools/">Tock’s no-show tools</a>.
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<h2>5. Communal dining made a comeback</h2>
Remember in the early 2010s when the trendiest restaurants had a couple long reclaimed-wooden tables for diners to post up beneath the glow of Edison bulbs? Mostly used for walk-ins, this dining model was fragmented—with guests sitting together, but not really taking part in a shared experience. Eventually this trend subsided, then was all but eliminated during the pandemic.
But now, communal dining is back, and it’s evolved for the better. According to <a href="https://www.eater.com/24405459/communal-dining-restaurant-seating">Eater</a>, “as the ‘loneliness epidemic’ continues to affect people, more restaurants are using this to create new social opportunities.”
Today’s version of communal dining is rooted in a shared experience—with chefs and winemakers using this format to tell stories and share culture. <a href="https://www.exploretock.com/mosquitosupperclub">Mosquito Supper Club</a>, <a href="https://www.exploretock.com/ile">Ilé</a>, <a href="https://www.exploretock.com/atomixnyc">Atomix</a>, and  <a href="https://www.exploretock.com/thedonumestate">The Donum Estate</a> are all great examples of using the communal model to inspire, educate, and bring people together in a meaningful way.

The dining and hospitality trends that defined 2025.

5 Dining Trends that Defined 2025

Recent trends and patterns in dining that boost sales, hospitality, and connection. 

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Ruins saw a 16% increase in covers after switching from OpenTable

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