The first table, What began as a local gem in Queenstown is celebrating 10 years of transforming the dining scene in New Zealand and beyond.
Since launching in 2014, First Table has grown from a simple idea into a dining phenomenon, now partnering with over 2,000 restaurants across New Zealand, Australia and the UK to provide foodies with incredible dining experiences.
Founded by Queenstown resident Matt Weir, First Table was inspired by a small French restaurant in the city centre that offered 50% off the meal price to the first booking of the night – a strategy to attract more customers by creating the impression of a bustling venue.
Matt, a software developer by trade, saw the potential in this concept and transformed it into an online marketplace that now benefits both eateries and restaurants in over 50 cities.
Reflecting on First Table’s journey, Matt says, “It’s hard to believe that what started with just 10 partner establishments in Queenstown has grown into something that is making a real impact on the food cultures of New Zealand, Australia and the UK. From the very beginning, I’ve believed in the power of bringing people together through food, and First Table has allowed us to do just that in so many amazing ways.”
Limited budget and strong determination
To get fast results, Matt needed to minimize distractions and stay focused. With a limited budget and sheer determination, he traveled to Koh Samui, Thailand, and stayed in a cheap seaside resort for 12 hours a day, 7 days a week to build a custom made booking system from scratch.
Six weeks later, he returned to Queenstown with a completed website and ready to land his first customers. With no previous sales experience, Matt realised there was no better place to practice than some humble door-to-door canvassing.
He went from venue to venue, learning what resonated with owners and managers, refining his value proposition along the way, and officially launched First Table in September 2014 with 10 “keen as mustard” restaurants.
With plans to expand to 10 cities, the hustle and bustle continued. Matt set off in his relocation camper and drove from Christchurch to Auckland, stopping off at restaurants along the way, meeting with restaurateurs during the day and heading to the next city at night. Fast forward to today, and First Table has restaurants and diners in over 50 cities around the world.
Kiwi Tradition
As First Table celebrates this milestone, Matt looks back with pride at the company’s New Zealand roots: “Queenstown is always where it all began – where we tried out ideas, learned what worked and what didn’t, and where our headquarters is located to this day. Over the past decade we’ve seated nearly five million guests during off-peak hours, but to me the real achievement is supporting local businesses and bringing people together for memorable dining experiences.”
Food and Beverage Manager at the popular restaurant Gethin Curtis, No5 Tamarind(formerly of No5 Church Lane restaurant in Queenstown) said: “We’ve partnered with First Table from the beginning and the platform has helped us attract around 12,000 off-peak customers so far. As a boutique hotel restaurant, First Table has significantly expanded our reach beyond guests, attracting customers who might not have known about us otherwise. When passers-by see us busy from the early hours, it reinforces the impression that we’re a must-visit destination.”
Dave Gardiner, owner of Queenstown Lone Star“I remember when Matt first came to Lone Star and asked if I wanted to get involved. I wasn’t sure if it would be successful in the long run, but I wanted to support Matt.”
“Like most success stories, Matt proved us wrong. We’re still on First Table 10 years later not only because we support Matt, but because it means something to us as a restaurant. The product is so effective and well-known that as a restaurant we’d be really missing out if we weren’t on it.”
Connecting diners
First Table’s success in New Zealand paved the way for expansion into Australia, the UK and other regions, but the company’s commitment to supporting local restaurants has remained unwavering. Today, the platform connects more than 1.6 million customers to unique dining experiences, while helping restaurants thrive by filling empty seats.
Looking to the future, Matt remains focused on growth and innovation. “We’ve come so far, but this is just the beginning. We want to continue to evolve, find new ways to connect our guests with great food, and support the amazing restaurants that make our platform possible.” The First Table app is Google Play Store or apple App Store.
