First Table, the restaurant discovery platform that started as a local gem in Queenstown, is celebrating a decade of transforming the dining scene in New Zealand and beyond.
Since its inception in 2014, First Table has grown from a simple idea into a dining phenomenon, now partnering with over 2,000 restaurants in New Zealand, Australia and the U.K to connect food lovers with incredible dining experiences.
Founded by Queenstown local Mat Weir, First Table was inspired by a small French restaurant in the heart of the town. The restaurant offered 50% off the food bill for the first booking of the evening, a strategy to draw in more diners by creating the appearance of a bustling venue.
Mat, a software developer by trade, saw the potential in this concept and turned it into an online marketplace that now benefits both diners and restaurants across more than 50 cities.
Reflecting on First Table’s journey, Mat shares, “It’s hard to believe that what started in Queenstown with only ten partner venues has grown into something that’s made a real impact on dining culture in New Zealand, Australia and the UK. From our early days, I’ve always believed in the power of bringing people together over food, and First Table has enabled us to do just that in so many incredible ways.”
Limited Budget & Sheer Determination
To achieve quick results, Mat needed to limit distractions and stay focused. A limited budget and sheer determination led him to Koh Samui in Thailand where he spent 12 hours a day, seven days a week buttoned up in a cheap seaside resort building a custom made booking system from scratch.
Six weeks later, he returned to Queenstown with a finished website, ready to get his first customers on board. Without any previous sales experience, Mat realised there was no better training ground than a humble, door-to-door effort.
He walked from venue to venue learning what resonated with owners and managers, refining the value proposition along the way and officially launched First Table in September 2014 with ten ‘keen as mustard’ restaurants.
With intentions of expanding into ten cities, the hustle continued. Mat set off in a relocation campervan, driving from Christchurch to Auckland pitching to restaurants along the way. By day, he’d meet with restaurant owners, and by night, he’d drive to the next city. Fast-forward to today, restaurants and diners are using First Table in over 50 cities around the globe.
Kiwi Heritage
As First Table celebrates this milestone, Mat looks back on the company’s Kiwi roots with pride. “Queenstown will always be where it all began. It’s where we tested the idea, figured out what worked and what didn’t, and where our headquarters remain to this day. Over the past ten years, we’ve seated nearly 5 million people at off-peak times, but for me, the real achievement is how we’ve helped support local businesses and brought people together for memorable dining experiences.”
Gethin Curtis, Food and Beverage Manager at the popular No5 Tamarind, formerly No5 Church Lane restaurant in Queenstown, shares; “We have partnered with First Table from the very beginning, and the platform has brought us nearly twelve thousand off-peak diners to date. As a boutique hotel restaurant, First Table has significantly expanded our reach beyond our guests, attracting diners who might not have discovered us otherwise. When passers-by see we’re busy early, it reinforces the idea that we’re a must-visit destination.”
Dave Gardiner, owner of Queenstown’s Lone Star, says, “I remember when Mat first came into Lone Star and asked if we would like to be involved. I had reservations about whether it would succeed in the long run, but I wanted to support Mat.
“Like most success stories, Mat has proven us wrong. We’re still on First Table after ten years because it makes sense for us as a restaurant, not just to support Mat! The product is so effective and well-known that if you’re not on there as a restaurant, you really are missing out.”
Connecting diners
First Table’s success in New Zealand has paved the way for expansion into Australia, the UK, and beyond, yet its commitment to supporting local restaurants remains unwavering. Today, the platform connects over 1.6 million diners with unique dining experiences, all while helping restaurants thrive by filling otherwise empty tables.
Looking to the future, Mat remains focused on growth and innovation. “We’ve come so far, but this is just the beginning. We’re excited to continue evolving and finding new ways to connect diners with fantastic food, all while supporting the incredible restaurants that make our platform possible.” The First Table app can be downloaded from the Google Play Store or the Apple App Store.
