First Table Raises NZ$12m for UK Expansion under new CEO

First Table offers consumers a hefty 50% discount to eat at local restaurants during off peak hours, promoting businesses and saving consumers money. 

The business has recently received NZ$12m (US$6.91m) to support its expansion into what it terms to already be its busiest market: the business hub, London, UK. 

Expansion plans for the company include the UK and Ireland, with the possibility of Europe not too far behind. 

The news comes shortly after the appointment of new CEO Alex Cappy. 

Speaking to Finance Chief exclusively, Simon Whitfield, CFO at First Table says: “First Table is already demonstrating strong growth and proven unit economics in our existing markets.  

“This capital raise enables us to accelerate our growth, bringing a successful restaurant discovery platform to connect more diners with more great restaurants across more cities and more dining occasions.”

Growth led by a UK expert  

First Table, founded in 2014, raised funding from a round of investment by Altered Capital, Invest South, Mainland Angels and Snowball Effect shareholders. 

Additional new investors include K1W1 and Icehouse Ventures. 

CEO of First Table Alex Cappy was previously Head of Operations in the UK and Ireland for Uber, uniquely positioning her to lead First Table into its next growth phase.

The company says that bookings in London were up by 150% year on year.

“We've been seeing phenomenal growth across the UK and Ireland, so we know there's a huge opportunity to take the business further here, and Europe more broadly is of particular interest to us,” Alex says. 

“A big part of this raise is about going deeper in the markets where we're seeing the strongest momentum, and the UK and Ireland are leading that charge. 

“An empty table at 5.30pm is revenue a restaurant never gets back. We help to turn those empty seats into paying customers, and the diner gets a meal they might not have booked otherwise. Everyone wins.”

Alex was also previously Interim Head of Supply Operations for Deliveroo in UKIE. 

First Table currently operates in over 65 cities across New Zealand, Australia, the UK and Ireland, connecting 5,000 restaurants to 3.9 million diners. It has over 2,000 partners. 

First Table partners: 
Favouritetable – A UK-based restaurant reservation and management software provider that integrates directly with First Table to automatically sync off-peak bookings into venue timetables. It is based in Reading, England, and was founded in 2010 by CEO and Founder Jaipal Yadav. 

me&u – A hospitality order-and-pay tech platform that partners with First Table to streamline guest data, ordering, and customer loyalty. It merged with Mr. Yum in 2023, when CEO Kim Teo took over. me&u was founded in 2018 and is headquartered in Victoria, Australia. 

Now Book It was founded in 2015 and works with First Table to handle inventory and cover management, and is an online table reservation platform used extensively across Australia and New Zealand that connects with First Table to handle inventory and cover management. It is led by CEO and Co-Founder Craig Joel from its headquarters in Perth, Western Australia. 

Mozrest – A smart channel management system that aggregates multi-channel booking platforms (including First Table) directly into a venue's primary reservation software. Founder and CEO Jerome Pernollet leads the company from its headquarters in London, England. The company was founded in 2020. 

BARBI Bristol (Bristol Association of Restaurants, Bars and Independents) is an industry trade network partner working alongside First Table to promote local independent dining spots. Established in late 2016, the association is based in Bristol, England. It is led by Co-Founder and Director Andy Dodd.