Think London’s West End is just for tourists? Think again. Although research from OpenTable shows over a quarter (27%) of Londoners perceive the West End to have too many tourist-heavy spots, regarding it somewhere that locals don’t eat, 39% think that the quality of the food is what is underrated about the West End dining scene specifically.

In fact, 83% say they’d explore the West End’s food scene more if discovering and booking restaurants was easier. By embracing online discovery, Londoners can uncover hidden gems across the West End and the capital, exploring its rich culinary landscape in ways they may never have considered before.

Sasha Shaker, UK and Ireland’s Senior Director at OpenTable said: “Our research highlights why OpenTable is needed to bridge the restaurant discovery and booking gap for so many. The fact that the majority of Londoners are likely to explore new West End spots if they had an easy way to discover and book them makes it clear – today’s diner expects a seamless journey from screen to seat. While critic reviews and Michelin stars still carry weight, success today also hinges on online visibility and accessibility.”

Max Venning, Co-Founder of Three Sheets Soho comments: “In today’s competitive dining landscape, online visibility is everything. First and foremost, you’ve got to make sure your product is right and then it’s all about putting yourself in front of as many eyes as possible to people through the door. OpenTable has been especially effective in helping diners discover Three Sheets and fill last-minute tables with its real time availability function.”

Further diner insights on dining in the West End include:

Nearly two thirds (65%) of Londoners are more likely to book a restaurant in the West End if there was real-time availability.
Top priorities? Price (67%), type of cuisine (60%) and location/accessibility (43%) are what Londoners prioritise when selecting a restaurant in the West End.
To help diners cut through the noise, OpenTable has released its new West End Neighbourhood Dining Guide, spotlighting everything from viral new openings to hidden local gems. With real-time booking availability and filters to refine your search, OpenTable is designed to find and reserve a table quickly and easily.

While Italian (50%) and Modern British (45%) are the top cuisines that Londoners think of when dining out in the West End*, OpenTable’s West End guide offers a world of flavour, from cocktails and small plates at Three Sheets – Soho and artful sushi at Cubé Mayfair to Michelin-starred British cuisine at Frog by Adam Handling.