“It's convenient to check availability on the spot! And being able to secure a table instantly is amazing” (Male user, 20s)

“It’s such a relief not having to call to check availability. When an eatery turns you down, it’s usually because they’re busy and the staff are under pressure, so I’ve always wanted to avoid calling whenever possible.” (Female user, 20s)

“Especially on a freezing day, not having to walk around looking for somewhere to eat is just the best!” (Female user, 30s)

In January 2026, Recruit’s Matching Marketing Technologies (MMT) SBU launched a new feature in the Hot Pepper Gourmet app: Secure a Table. Since its release, we have been hearing positive reactions like those above from users across Japan. So, what makes Secure a Table such a game-changer in Japan’s dining culture? And what challenges did the team face bringing it to life? In this blog article, we will share the story behind its development.

A New Feature That Matches What You’re in the Mood for, Right Now

Hot Pepper Gourmet is a platform that helps people across Japan discover places to eat and drink, with features like online reservations and money-saving coupons. The Secure a Table feature is the latest addition to the Hot Pepper Gourmet app. Based on your location, it shows nearby dining spots where you can be seated in around 15 minutes, and lets you secure a table with just a few taps. From there, all you need to do is head to the venue with no waiting around.

How to use the Secure a Table feature

Generally, when people think about making a reservation, they imagine booking a few days in advance. So why did we decide to develop a feature designed for last-minute dining? Shuhei Ishikawa, the product manager, explains:

“In a survey we conducted in Japan in 2025^*1, we found that reservations make up only a portion of all dining out. About 63% of people go directly to a place to eat or drink without booking ahead, on the same day. And more than 30% of them decide where to go within the last 60 minutes before arriving. We believe these are people who either can’t decide in advance, or simply choose not to.

“For example, imagine a group of four or five close friends deciding to go out for something to eat and drink. They meet up and start talking about where to go, casually walking around as they narrow down their options. They might glance at a sign and say, ‘There’s a yakiniku (BBQ) place!’ ‘But I had meat yesterday.’ ‘Okay, then let’s choose something else,’ and little by little, they land on what feels right for that day. They want to explore and choose a spot that works for everyone, right there in the moment. But after finally agreeing on a place and heading to the entrance, they find it’s full. Getting turned away again and again can be frustrating, and eventually they might just give up.

“The same thing happens after work, too. You and your colleagues finally decide where to go, only to find it fully booked. Then you’re left wandering around looking for an alternative, and the excitement starts to fade... It’s a situation many people have experienced.”

Product manager Shuhei Ishikawa

Shuhei adds that there are also situations where people can only decide where to go right before they arrive.

“For example, a family with small children. Maybe the children take their time getting ready, refusing to put on their shoes, and before you know it, 30 minutes have passed before the parents first said, ‘Let’s go!’ When they finally head to a family-friendly restaurant, thinking it will be an easy and reliable option, they are met with a 20-minute wait to be seated. Meanwhile, nap time is getting closer. In situations like this, where everything is unpredictable, it is hard to commit to making a reservation days in advance.”

At the heart of it is a simple desire: to freely choose what and where to eat based on how you feel in the moment. The Secure a Table feature is designed to support, by giving people more options when it matters most.

“When people decide where to go on the spot, they tend to choose places they can see at street level. As a result, venues on the upper floors often get overlooked. However, there are plenty of great options on higher floors, too, including cafes and bars, as well as one-of-a-kind independent spots. I think many users have missed out on places that would have matched their mood, simply because they didn’t notice them. By using Secure a Table, we can increase the opportunities for users and venues to connect.”

Shuhei also explains that Secure a Table aligns closely with MMT SBU’s strategy of helping businesses work smarter.

“If we can ease even a little of the uncertainty around attracting customers, establishments can focus more on what they truly want to pursue, such as food and drink and service. And through Secure a Table, I hope they’ll be able to connect with customers who are a better match for what they offer, rather than relying on walk-ins.”

A 25-Year History of Challenges: The Twists and Turns That Led to This Innovation

With Secure a Table, users can now do that with as little as 15 minutes’ notice. Shuhei notes that this kind of convenience didn’t happen overnight.

“Hot Pepper Gourmet has a long history of trial and error, all aimed at making it easier and faster for people to check availability and make reservations. It began as a coupon magazine in 2000, and as the internet became part of daily life, options beyond phone reservations started to emerge. Through our SaaS services, including AirREGI and Restaurant Board, venues gained the ability to share table availability online. Then, with the development of AirWAIT, we took on the challenge of providing real-time information for the day itself, such as estimated wait times. A major turning point came with AirREGI Order, which was developed during the COVID-19 pandemic.

AirREGI Order

“AirREGI Order allows customers to scan a QR code^*2 at their table using their smartphone and place orders whenever they’re ready. During the pandemic, this helped reduce crowding. Afterward, it continued to gain traction as a tool for improving operations and making ordering more convenient for customers, and it has been adopted by many venues over the past few years. Through AirREGI Order, we gained deeper visibility into table-based processes such as order completion and payment. That, in turn, made it possible to imagine a world where real-time availability could be shared with users.”

Overcoming Challenges by Betting on Passion

Bringing this vision to life wasn’t simple. It meant overcoming a long list of hurdles, and it required the initiative and persistence of team members across the business. Kei Asari, who led the project, explains:

“The idea of letting users secure a table right before arriving has actually been tried before, and in the past it was rolled back two or three times. Looking back, we realized one reason we struggled was that we assumed that if we built a good product, people would naturally start using it.

“But to create something that truly changes existing norms and customs, it can’t be solved by product development alone. It requires a coordinated effort across the business, combining marketing that reaches individual users with the expertise of our sales team to guide and support our clients. This time, we focused on building an internal structure that aligned development, marketing, and customer adoption from the start.”

Kei Asari, Project Manager

Takafumi Imai, who led product management, recalls the tension of the time.

“First, we set an ambitious goal: to deliver a high-quality product in a very short timeframe. The plan was roughly five months, with a team of around 100 people involved each month. It was a highly uncertain challenge. We needed to design an entirely new UX from scratch, while keeping the impact on venue operations to a minimum. At the same time, we had to build a system that could connect seamlessly with marketing initiatives. If we had followed our usual processes and assumptions, it would have taken nine to ten months. That’s why we focused on finding new ways to innovate and push toward the goal.”

Takafumi Imai, Head of Product Management

Takafumi says he was prepared to take full ownership of the project, from identifying key issues to UX design and product development.

“I kept asking myself who I am and what I aim to achieve, so I wouldn’t get boxed in by roles or titles. I didn’t want progress to stall because people started saying things like, ‘This hasn’t been decided yet,’ or ‘We’re waiting on someone else to decide.’ Instead, I gathered whatever information was missing and kept communicating with the team, explaining in my own words what kind of experience we wanted to create for users.”

Shuhei adds that even newly hired team members were taking on challenges they had never faced before.

“When the question came up whether we could provide enough options for any user in Japan to find a place they could enter within ‘about 15 minutes,’ new team members began testing it thoroughly by dividing Japan into grid blocks.

“Whether the available options feel ‘sufficient’ depends on the balance between the number of venues and the local population. The criteria are completely different in a bustling area compared to a quiet rural or mountainous region. So we had to ask ourselves: how do we determine whether a block is ‘urban’ or ‘mountainous’ and how many options are enough to truly say users have a sufficient choice. As we moved forward, we developed our own verification methods and decision criteria to answer those questions.”

Aiming to Redefine What is Considered “Normal” in the Future

Although the Secure a Table feature has only just launched, Shuhei already sees room for the experience to evolve further.

“We’ve learned that what ‘about 15 minutes’ means can vary depending on whether someone is walking or driving. In some cases, people even search while riding in the passenger seat. I feel we are right on the cusp of creating an even better experience, for example, by offering navigation and estimated arrival times after making a reservation.”

Finally, we asked Shuhei what he hopes the future of Japan’s dining industry will look like.

“I want it to become normal to secure a table before going out to eat. Ideally, one day we’ll look back and laugh at things like, ‘Remember when we used to call restaurants or bars to ask if we could get a spot for three people in 10 minutes?’ or ‘I opened the door and got told it was full.’ Recruit has already helped build an online reservation culture in the beauty industry through Hot Pepper Beauty, so I believe this kind of future is possible.

“Also, a significant share of businesses in Japan are part of the dining industry. If the industry thrives, it supports the people working in it and helps preserve the diversity and uniqueness of Japan’s food culture. Ultimately, I hope it can contribute to a positive cycle for the Japanese economy as a whole.”

Shuhei Ishikawa

Vice President, Marketing Product Management Office (Travel, Dining, Beauty and IDP), Recruit Co., Ltd.

Shuhei joined Recruit in 2011, taking charge of development, UX, operations, planning, and product management, primarily focusing on new business ventures. After serving as a product manager in both the SaaS and payment solution businesses, he assumed his current role in 2025.

Kei Asari

Group Manager, Dining Product Management Group #2, Dining Product Management Unit, Marketing Product Management Office (Travel, Dining, Beauty and IDP), Recruit Co., Ltd.

Kei joined Recruit in 2016, taking responsibility for the development direction of SUUMO, client web product design in the dining marketing business, and the launch of a CRM service for Air BusinessTools. Since 2023, he has served as the product manager for Mobile Order.

Takafumi Imai

Group Manager, Dining Product Design Group #2, Dining Product Design Department, Marketing Product Design Unit #3, Service Design Office (Travel, Dining, Beauty and IDP), Recruit Co., Ltd.

Takafumi joined Recruit in 2018 and served as a UX designer for Study Sapuri Career and a project leader for large-scale development projects across the educational information business and dining marketing businesses. He has been a product manager for Hot Pepper Gourmet since 2022.