Marketing is always considered the backbone of any company, the growth of a firm can be attributed to the aggressiveness of the marketing team. For instance we shop at stores or dine at restaurants we have prior knowledge about. We particularly tend to know these places via marketing sites, promos and advertisements (Kimes, 2011). Open table is an online platform that helps diners find the closest restaurants they can dine in at the click of a button. They are the biggest and most effective firm offering online restaurant retailer’s services. However, this was not always the case. The firm started off in multiple regions, earning money from restaurants through the number of people who visited the restaurant via the open table site. This translated to low incomes and the management of the firm decided to change the strategy they were using. They decided to narrow down their coverage to the major geographical areas with the largest and most expensive restaurants. They provided these restaurants with platforms where they would serve and know the information about their customers beforehand. They then started scaling up their business to other prospective regions with time (Gregorash, 2016).

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