It’s a retailer’s dream to boast a line long enough to wrap around a city block. A lot of the promos and products you dream up might even be designed to attract these 6-o’clock-news-worthy waits. Think: Black Friday doorbusters, innovative croissant-donut hybrids, and once-in-a-lifetime bear-stuffing deals.

But the reality? Well, it’s not as dreamy as it seems. In fact, it’s kind of nightmare. The history of long lines is plagued with stampedes, riots, and heat stroke victims. Yikes!

And that’s just for the people who join those long lines. For every customer that’s willing to wait, there are tens to hundreds that won’t be. Think about it this way: What would you wait hours for? What would make you want to camp out on a sidewalk?

If you did it at all, it would have to be for something truly incredible. A dinner at a new-to-the-neighborhood restaurant? Not likely. A shopping spree at a boutique? No way. An after-work drink? Forget it. A pilates class? Never.

How a long line hurts your business

A long line might get you a few dozen customers who are willing to wait in exchange for a first look or a door prize. But at what expense? That line might stretch wayyy down the street, but when hundreds of other passersby see it, they’re going to think that your business is the last place they want to be.

Sure, they might stop and ask what the line is for. Sure, they might talk about your establishment. Most of that conversation may be negative, though. Many of those on-lookers are going to be saying, “Some people waited 3 hours for a burger. How dumb is that?!” rather than: “The line for the best burger in town was 3 hours long yesterday. I’m going to go get one tonight!”

The truth is that long lines alienate customers. They dissuade people from giving you a chance. Potential customers have long memories. They will remember one or two long wait times, and forever associate you with inconvenience. Those customers are going to go somewhere else.

Why? Because…

* They don’t want to hop on the next-cool-thing bandwagon. Some customers instinctually rebel against hype. They’ll opt for a just-as-good competitor, instead. And because they didn’t have to wait, they’ll perceive your rival as being better than you are simply due to that lack of a long line.

* They’re worried the customer service stinks. Long lines can indicate efficiency problems. Guests encounter them and assume that someone at the front is lollygagging or that you’re understaffed. That’s ding No.-1 against your reputation for a top-notch guest experience.

* They aren’t interested in hanging out in a crowd. Some folks love feeling like sardines packed in a tin, but most don’t. A crowded business creates unnecessary pressure on the customer to hurry through their experience, regardless of whether they’re shopping, eating, or doing something else.

* They’re concerned something is wrong. Have you run out of the product you’re running a promo for? Are the cash registers down? Are you understaffed? Is this whole waiting-in-a-crazy-long-line thing all going to be for naught? Cue customer anxiety.

A better alternative

It is great when you have something everyone wants, but you don’t have to make them suffer in a long crazy line to get it. Waitlist Me makes it easy to manage a line virtually rather than physically. Add people to your waitlist so they know they have a spot in line and have visibility into the wait process, while allowing them the flexibility to walk around or do something else while they wait. Then simply press a button to notify them with a text message when it is their term. It is simple, and effective.

Toe-tapping, lobby-sitting, hostess-stalking? With Waitlist Me, these tired time-passing tactics are in the rearview mirror.

Waitlist Me is a waitlist and reservation app that sets you free. Thanks to our text messaging technology, queuers can ramble and roam while they wait without worrying about losing their place in line.

The only question remaining is this: What should you do with all this newfound freedom? Read on for 19 things to do while you wait.

1. Can’t remember who bought the last round? Race around the block to see who will pick up the bill this time around.

2. Declare a thumb war. It’s on!

3. Host an impromptu walk-off, America’s Next Top Model-style.

4. Predict the future with a middle school throwback: M*A*S*H.

5. Settle a disagreement by surveying passersby. Ketchup vs. mustard? Fries vs. onion rings? Coke vs. Pepsi? Anything goes.

6. Pop open a package of breath mints and see who can catch the most in their mouth. First one to land three-in-a-row gets to choose dessert!

7. Up the ante on people-watching by counting the number of buzz cuts or leopard print or mom jeans you spot.

8. Tap into your inner elementary student with a few rounds of hopscotch.

9. Freeze! Suggest a game of statues to see who’s the best strong-and-silent type.

10. Yuk it up with an impressions competition. For a stiffer contest, provide charades-like categories.

11. You know what they say: The best way to learn a new language is to practice! Have a conversation completely in French. (Or Klingon. You do you, friend.)

12. Have a way with words? Put it to the test with an on-the-spot limerick or haiku competition. Level up by requiring poets to include a particular word or phrase.

13. Co-opt a bright outdoor (spot) light for a speedy (fingers crossed!) open mic night.

14. Circle for hair braiding or shoulder massages.

15. Ready? OK! Pick a clean patch of grass and build a human pyramid.

16. No card deck? No problem. Grab a napkin and a spare pen or rogue crayon. Then, sketch out a brand-new game.

17. Lend a hand to your favorite local hotspots by using your waiting time to leave five-star reviews on Google and Yelp. Trust us, every rating counts!

18. Give your tablemates a challenge by throwing a speedy scavenger hunt. Use your phones to record finds and don’t forget to set a timer!

19. Face-off with a mirror mime contest. May we recommend mixing old-school techniques with 21^st-century actions, like VR gaming or snowboarding?

Mother’s Day is coming up this weekend in the US, so it is a great time for restaurants to use Waitlist Me to manage the surge in families hoping to treat mom to a special meal.  With the recent launch of Waitlist Me in over 60 countries, it is now being used for different holidays at different times.

Interestingly, over 150 countries that celebrate Mother’s Day and the holiday has the deepest roots in the UK, where it is called Mothering Sunday.  Since the 1500s, young apprentices and domestics would walk home on Mothering Sunday, carrying special cakes and picking wildflowers for their mums before going to church.  This year people in the UK already celebrated Mothering Sunday on March 11, and here are some of the ways Waitlist Me is helping businesses in the UK.

Let patrons relax rather than queue

Brits may take pride in their queueing capabilities, but that doesn’t mean they enjoy waiting in queues, especially on holiday outings. Waitlist Me takes the queue out of the equation. Whether customers make a reservation or walk in on the big day, they can drop their name at your hostess stand and get back to enjoying time with their loved ones without fretting about losing their place.

Bonus! One of Waitlist Me’s core features is the public queue list, which lets your guests see for themselves exactly where they are in the queue and how much more time they have kill before it’s brunch time. You can set it up to display on a monitor or telly in your vestibule.

Easily accommodate walk-ins and reservations

Every holiday has its planners and its skivers. Waitlist Me makes it easy to welcome everyone without any fuss or frustration. The app integrates a standard queue with made-in-advance reservations, all on the same screen. There’s no need to panic over squeezing somebody in, and your guests will never see your hosts sweat. Plus you can toss your grease pens, sticky notes, and messy reservation books in the bin. Ta, clutter!

Bonus! Waitlist Me is all about making work easy for you and your staff. The app’s interface was designed to be intuitive and user-friendly. That makes training time minimal for your hosts and helps them stay calm and professional during busy periods.

Set your queuers free

If your restaurant is in an area stuffed with shops or historic landmarks, giving customers the option to wander while they wait is a happy surprise. In the UK, Waitlist Me text notifications are completely optional. It’s a feature that lets you—or your guests—decide when to use it. An example: When you add a customer to your queue, you can let them know they can wait in your lobby or you can text them when their table is ready if they’d prefer to walk around.

Bonus! International text notifications are offered as a prepaid, pay-as-you-go system. Sending a text is as easy as tapping a button on the app, but it’s always your choice to send. Or not—whatever works best for your restaurant.

Impress customers with accurate wait estimates

Sure, your guests might not tell you they’re annoyed by a long queue or a poorly judged queue time, but one bad experience waiting for their turn can keep them from coming back. Waitlist Me shows average wait stats and real time waits next to quoted times, so it is easy for your staff to give more accurate estimates and make guests happier.

Bonus! Waitlist Me’s public waitlist feature makes it easy for guests to check their place in line from their phone, so they worry less about how much longer they must wait.  It also cuts down on repeated questions to your hostess on the remaining wait.

Remember special requests

Birthdays or anniversaries? Food allergies? A highchair? Wheelchair accommodation? A preference for patio seating? Waitlist Me offers a simple Notes feature to help you, your hosts, and your servers keep track of whatever it is your customers want and need to make their meals enjoyable. Input these details when they walk through your door, and you’re set.

Bonus! Waitlist Me offers real-time sync across multiple iOS, Android, and web-enabled devices. That means everyone on your front-of-house staff and your management team can be clued in 24/7.

We are happy to announce some exciting new ways waitlist technology is being used to help restaurant operators better serve their customers.  Through the use of the Waitlist Me API, these new solutions will be on display for the first time during the National Restaurant Association Restaurant, Hotel-Motel Show. The app will be showcased during the show, May 16-19 in Chicago, through partnerships with BrightSign and Clover.

With BrightSign, the global market leader in digital signage players, restaurants can now display a public view of their waitlist on their digital signage so it is easy for customers to check their place in line without needing to bother the hostess. The flexibility of the BrightSign integration lets restaurants fully customize the look and feel of their waitlist so it looks like a natural extension of their menu board or other digital signage.

Restaurants operators can also tailor their customer-facing experience to their brand while using the Waitlist Me apps and service to easily manage their waitlist and page customers with text and call notifications.

It is exciting how well the BrightSign integration empowers restaurants to create displays with designs limited only by their imagination. We are very happy to be working with a company like BrightSign that shares our values of building scalable and reliable solutions that are easy to use and maintain.

Clover is another Waitlist Me partner that will have new things to show off at this year’s NRA Show.  The new Clover Mobile device, announced in April, lets businesses add customers to the waitlist right at the door as well as allowing status updates to be made from other parts of the store or restaurant.

Clover is at the forefront of creating better and more elegant POS hardware and solutions for businesses, and has a robust App Market for third-party developers. Because of the deeper integration Clover allows, Waitlist Me is able to offer more efficient tools for businesses and better experiences for their customers on the Clover platform.

Waitlist Me just recently announced its API earlier this year with Enplug as the first partner, and has several more projects in progress.

We want to help improve wait experiences everywhere, and integrations with companies like BrightSign and Clover highlight the power of the Waitlist Me platform.  By extending our waitlist management features and best-in-class text and phone notification infrastructure to work in other products, we can solve a wider set of needs together than with our service alone.

For more information on partnership opportunities, contact support@waitlist.me

When Scott Wise launched Scotty’s Brewhouse in 1996, he was 22 years old with little restaurant operating experience. He had graduated with a degree in marketing and public relations from Ball State University and had just returned home to Muncie, IN, after a stint as a copywriter in Houston.

“I had always waited tables and bartended, and after college, hated my 9-to-5 job. I came back to my hometown and was drawing up the idea of what I wanted to do when I heard there was a bar for sale,” Wise said. “The owners asked me to put a business plan together. Then, months later, I went to the owner and bought the business.”

That business was Mugly’s Pub & Eatery, a local Ball State University student hang out with a pool table, three beers on tap and a burger on the menu.

For the next three years, Wise worked on the restaurant’s revitalization, changing the name to Scotty’s Brewhouse and eventually hiring enough staff to handle the growing clientele. That’s when he decided to open a second location. He was only 25, and already was building a restaurant chain.

Well, maybe not.

“I got the food service bug and just loved what I was doing,” he said. “But at 25 I thought it was easy and the second restaurant failed miserably.”

Undeterred, Wise decided to take the equipment from his second endeavor and open another Scotty’s Brewhouse location in Bloomington, IL. The year was 2011. The restaurant was a hit. A franchise was born.

Today, Wise and his executive team operate eight locations throughout Indiana. Their biggest store, in downtown Indianapolis, holds 450 guests.

The technology solution

With locations throughout the state and a continuous rise in customer visits, Wise was looking for a way to increase operational efficiencies while reducing costs. This led Wise and his team to NoshList, a waitlist app designed to simplify restaurant operations and improve the guest experience. The app runs on iPad and Android tablet and mobile devices and replaces old-fashioned paper lists and expensive buzzer waitlist tools.

“For the majority of restaurant operators who use our waitlist app, the switch was made because of the ease of our technology and its ability to cut down costs while improving the guest experience,” said Craig Walker, founder of NoshList. “Our tool gives restaurant operators the ability to seat guests faster, which increases table turns and improves restaurant profitability.”

NoshList, available as a free or paid Premium service, works by sending guests text messages to their mobile devices alerting them that their tables are ready. If a guest doesn’t have a mobile phone, they can still be added to the waitlist and the host can locate them once their table is ready.

More importantly, however, is that NoshList’s Premium users can utilize the app’s ability to collect analytics based on diner history. Additionally, Premium users have access to a two-way communication system for dine-in guests, so customers can let a restaurant’s host know if there are changes to the party.

“The ability to gain consumer insights based on visitor history is a huge step forward for users of our NoshList app,” Walker said. “And the ability for two-way communication further enhances our restaurant support.”

Wise had long been considered an early adopter of restaurant technology, a reputation that placed him on the industry speaking circuit for many years.

Scotty’s Brewhouse first started using tablets at the table in 2010. The move was a premature one in regard to customer acceptance. While the tablets didn’t work for his customer base he continued to look for new and emerging technologies that would push the brand forward.

“With the use of technology, you don’t do something that you think is cool or looks good. It has to save an operator time and money,” Wise said. “The reason why I got into tablet waitlist technology was because I was frustrated with how many pagers got stolen, or broken or lost.”

After the failed tablet experiment, Wise decided to use NoshList as a way to increase sales and reduce operational costs even though he wasn’t sure customers would give out their cell phone numbers.

“In the beginning I was nervous,” he said. “I don’t believe in text marketing and I wasn’t sure if people would give us their cell phone numbers. We had a little pushback from customers, but it wasn’t enough to stop using the technology because we were saving money on broken pagers and streamlining our seating capacity,” Wise said.

To date, WaitList has seated more than 34 million diners through its free and Premium versions and in May launched an updated version specifically for iOS 7.

“The app continues to ramp up and is proving to be a great technology. With some of the bigger software companies, they are so slow in incorporating new technology that by the time they do it the next wave is out,” Wise said. “For my staff, the reaction was initially ‘how do I do this?’ But once they got it, they loved it. This is one technology that I didn’t have to push at all and was not too difficult to put in place.”

Additionally, Wise and his team were concerned that customers would walk away once their names went on the waitlist because there was no buzzer that would tether them to the restaurant.

“We worked with NoshList on a number system that let staff know if customers had gone somewhere else,” Wise said. “And if people are wondering about their wait, they can now look at their phone and see how much time they have left. This lets the hostess focus on other things and it doesn’t make guests feel like someone forgot about them.”

Over the past six months, Scotty’s Brewhouse guests have embraced the NoshList technology. And because it’s an app-based system, the waitlist keeps running even if internet connectivity is lost.

“The best thing is we don’t have pagers anymore. That cost was huge for us,” Wise said.