Success Story
How Darwin Brasserie Turned Window Seats into a 626% Boost in Digital Sales
5 min read
Jan 22, 2025
5 min read
Jan 22, 2025
For anyone visiting London, the Sky Garden is a must-see—a lush oasis 35 storeys above the city, offering iconic views of landmarks like the Shard and St. Paul’s Cathedral. At its heart is Darwin Brasserie, a destination restaurant combining the best of British dining with breathtaking panoramas.
But managing a high-demand venue isn’t without its challenges. With over 800 daily reservations and a constant influx of tourists and locals, Darwin’s team faced the dual challenge of ensuring seamless operations and maintaining consistently high service standards. To tackle these issues, the Darwin team, including Front of House Manager, Joao Santos, and General Manager, Giovanni Abbattista made two key moves: switching to SevenRooms and introducing a premium window seat option in the booking journey.
The result? A 626% increase in digital sales from window seat reservations alone—and a smoother operation that enhanced the guest experience.
Here’s how they did it.
Before adopting SevenRooms, the team at Rhubarb Hospitality Group, who manages all of the F&B venues at Sky Garden, relied on ResDiary, which offered limited functionality for their multi-venue needs. Managing four busy restaurants within Sky Garden demanded a more robust reservation system.
“ResDiary wasn’t built to handle the complexities of our operation,” Joao explains. “We needed a platform that could connect all our venues, provide deeper guest insights and handle the sheer volume of bookings.”
SevenRooms offered not only a stronger reservation system but also powerful CRM and marketing capabilities.
Transitioning such a high-volume operation carried risks—Darwin Brasserie alone handles more than 800 reservations daily—but the move was remarkably smooth.
While the team was initially hesitant to learn a new system, the functionality quickly won them over. “Within two or three months, everyone loved it. It’s so intuitive and flexible. The better you set up the system, the better it works in your favour,” Joao explained.
“At Darwin Brasserie, almost every guest wants a table by the window,” Giovanni explains. “Before, we operated on a manual first-come, first-served basis, which made it challenging to keep up with constant requests and guest’s expectations.”
With SevenRooms in place, the team optimised the booking process by adding a premium window seat option, allowing guests to reserve tables with the best views for an additional fee—£10-£15 per person, with higher charges for their busiest shifts, weekends and holidays like New Year’s Eve and Mother’s Day.
“Now, it’s completely transparent—guests can reserve the table they want upfront, which has massively reduced complaints about window seats requests.”
Darwin Brasserie's reservation widget.
The strategy proved transformative: window seats consistently sell out before standard tables, driving a 626% increase in digital sales within just two months.
Key to its success was thoughtful execution. Window reservations are limited to 60% of all window tables, leaving flexibility for accommodating VIPs and other requests during service.
Joao and Giovanni’s advice for operators considering similar strategies is simple: test and refine. “Start with a trial period during key dates to gauge interest,” Joao suggests. The Darwin team tested the window seat upgrade during Valentine’s Day and New Year’s Eve before rolling it out year-round. “Once you see the demand, focus on the guest journey—make it easy, clear and visually appealing to choose the premium option.”
For Joao and Giovanni, leveraging SevenRooms’ Reservation and Marketing tools has been key to promoting the offering. Stunning visuals of the views and a clear message about the added value in the booking process have made the window seat option irresistible.
Darwin Brasserie reservations widget with a window table option.
“Marketing matters,” Joao advises. “Put yourself in your guests’ shoes. If they’re booking for a special occasion, they’re already primed to spend a bit more for an unforgettable experience. Show them why it’s worth it.”
While the revenue gains are impressive, the real win for Darwin Brasserie lies in the improved guest experience. The window seat programme has created a new layer of transparency and excitement, reducing friction and elevating the overall dining journey.
For a restaurant that serves as the crown jewel of the Sky Garden, this innovative approach has cemented its reputation as one of London’s most memorable dining experiences.
Ready to take your operations—and revenue—to the next level? Discover what SevenRooms can do for you. Request a demo today.
“The SevenRooms team transferred all our data—hundreds of reservations and guest notes—in less than 48 hours. I was terrified something would go wrong, but it was seamless,” says Joao.
"And the revenue carries no additional costs. “With food and beverage, there’s always a margin,” Giovanni notes. “But with the window seat charge, every pound goes straight to the bottom line."
