How the owners of world-class restaurants including Alinea created their own custom ticketing system:
The concept of Next was so far afield of a normal restaurant that it was an opportunity to do something very different with the booking process. Though I hadn’t the faintest idea how we would sell tickets, Grant and I included the line: “Tickets, yes tickets, go on sale soon…” in the announcement ‘trailer’ for Next. That was meant to do three things: 1) gauge the reaction from potential customers; 2) create interest and controversy; 3) force us to actually follow through.
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