Is NoWait The OpenTable Of The Casual Dining Market? (OPEN)

In the area of upscale dining, OpenTable OPEN is very well known. But if you're in the mood for something more casual, where do you turn?

Robb Myer has the answer. As the CEO of NoWait, he knows the market well.

“Right now, if you want to get a reservation, you go into OpenTable and you can get all the restaurants in their network,” Myer told Benzinga during a recent interview. “We're trying to target all the other restaurants out there that don't take reservations.”

NoWait has created a Host App that runs on Apple's leading devices – the iPhone and the iPad – as well as the iPod Touch.

“This becomes the tool that hostesses use to take all the people into the restaurant,” Myer revealed. “They take in all the information that they would normally take in, [plus] one really important piece, which is their cell phone number. When they do that, it kind of gives their guests this reservation-like experience because they can leave the restaurant, wander around, wait where they want, and then receive an SMS when their table is ready.”

With this in hand, Myer said that consumers are no longer forced to wait around in a noisy or crowded lobby.

“They can enjoy their time in the mall, in the street, or even the bar of the restaurant,” he said.