In the heart of Mayfair, nestled between Green Park and Hyde Park Corner, sits Hide, London’s largest Michelin-starred restaurant. Spread across three floors with a subterranean cocktail bar, in-house bakery and one of Europe’s largest wine lists, Hide has become a destination for locals and international guests alike. Open every day for breakfast, lunch and dinner, it was designed with one ethos in mind: accessibility.
“The main thing here is we never say no” explained Georgi Davenport, Events & Marketing Manager at Hide. “We want people to book what they want, when they want, with as little friction as possible.”
Yet when it came to private dining, one of Hide’s most in-demand offerings, the booking process was anything but seamless. Guests had to submit an inquiry, wait for manual availability checks and go back-and-forth over email before confirming a room. It was slow, inefficient and costing Hide valuable business.
The solution came with SevenRooms’ Event Management platform, which put Hide’s private dining bookings online for the first time. In just two months, it generated 75 bookings, 436 covers and £34,270 in revenue.
From manual back-and-forth to instant confirmation
Hide’s private dining portfolio is both expansive and unique, from intimate themed rooms to larger venues like Hide & Seek and the semi-private Piccadilly View, used often for corporate dinners.
Inquiries poured in daily, each with different capacities, menus and requirements. But every request meant Georgi’s team had to manually check calendars, draft responses, attach brochures and coordinate deposits over email. Even with templates, it was overwhelming for staff and frustrating for guests who had to wait.
“The venue who responds first usually wins the booking,” Georgi explained. “But no matter how fast we tried to be, the process was still slowing us down.”
Now, all of that has been replaced with instant clarity. Because private dining rooms live directly on the SevenRooms booking widget, guests can see availability and reserve them just like a regular table, selecting menus, paying deposits and confirming on the spot. What once took days now happens in minutes.
“Guests are now seeing these rooms right in the widget, checking availability and booking them themselves. They’re choosing them like regular tables, and my team doesn’t have to do a thing, which is unbelievable." - Georgi Davenport, Events & Marketing Manager
Making hidden rooms visible
While marquee spaces like Hide & Seek have always been popular, smaller areas, such as the Reading and Shadow Rooms, often went unnoticed. As a result, the team frequently seated regular reservations in these private rooms, missing out on opportunities to host guests willing to commit to minimum spends.
By surfacing these rooms in the reservation widget, SevenRooms turned them into bookable experiences, giving diners access to spaces they might never have discovered otherwise.
“Guests just didn’t know those rooms were there,” Georgi said. “Once they became visible in the booking flow, they started getting picked up. Bookings for those spaces have been night and day.”
Streamlining wine, menus and upgrades
As much as Hide is known for its food, it’s equally defined by its 12,000-label wine cellar. Managing that variety for events was another challenge, with guests requesting everything from curated pairings to simple bottle service.
SevenRooms simplified the process. The widget now offers clear choices, from classic pairings to extravagant packages, while still allowing guests to request a sommelier. For Georgi’s team, that means fewer emails; for guests, it means choice without confusion.
“It gives options to the guests who want to be done in three clicks,” Georgi said, “and options to those who want to go deep.”
The platform also supports pre-order upgrades, from champagne on arrival to vintage pairings for milestone birthdays. These not only lift spend but also elevate the overall experience.
A philosophy in perfect sync
For Hide, accessibility has always been the guiding principle. Guests should never feel locked out, whether booking a table for breakfast or a private room for a corporate dinner. SevenRooms has extended that philosophy into events, giving guests the ability to book from anywhere in the world, at any hour.
“Our guests’ time is valuable,” Georgi reflected. “Many of them are booking from different time zones. Now they can secure a private dining room anytime, even in the middle of the night, that level of accessibility fits perfectly with who we are.”
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