Compare UMAI and TheFork across pricing, data ownership, marketing automation, and guest experience.
UMAI is a restaurant-first reservation and marketing system with no commission fees, full guest-data ownership, built-in loyalty, automated marketing, fast table management tools, and free Google Reservations.
TheFork is a popular third-party marketplace that drives diner traffic through its platform, charges commission per cover, owns diner loyalty through Yums, and redirects guests to alternative restaurants when a venue is full.
UMAI is better for restaurants wanting predictable pricing (no commissions), loyalty that belongs to the restaurant, stronger marketing tools, WhatsApp communications, advanced yield tools, and faster service workflows.
TheFork is better for restaurants that rely heavily on marketplace visibility, discount campaigns, and access to a large pool of diners during low-demand periods.
UMAI is the best TheFork alternative for restaurants that want lower costs, full customer-data ownership and marketing tools, faster table management, and loyalty that stays with the restaurant—not the platform.
Choosing the right restaurant reservation system now impacts more than just online bookings. Modern operators need tools that help them increase repeat visits, automate guest communication, reduce no-shows, and protect their customer data. With rising costs and increasing competition, restaurants are looking for technology that drives sustainable, direct revenue—not just transactional bookings.
TheFork is one of Europe’s largest third-party marketplaces, well known for delivering high visibility through its platform and discount-driven diner acquisition. Its commission-based model and platform-wide Yums loyalty program encourage diners to stay loyal to TheFork ecosystem rather than any individual venue. When a restaurant is full, the platform often redirects guests to other restaurants nearby, including competitors.
UMAI, by contrast, is a restaurant-first reservation and marketing system built for operators who want predictable pricing (no commissions), full ownership of guest data, and marketing tools that bring customers back more often. UMAI includes automated email/SMS/WhatsApp campaigns, restaurant-branded loyalty programs, guest segmentation, and upsell tools designed to increase repeat visits and revenue per cover. It also provides free Google Reservations, helping restaurants capture direct traffic without additional fees. For groups or multi-location brands, UMAI keeps guests within the same ownership ecosystem rather than sending them to competitors.
The sections below compare UMAI vs TheFork across revenue tools, operational efficiency, guest experience, data ownership, pricing, ROI, and real-world use cases.
Revenue tools determine not only how many diners a restaurant attracts, but how often they return and how much they spend per visit.
Both UMAI and TheFork help restaurants fill tables, but the philosophies behind their revenue features differ significantly.
Online reservations
Deposits/guarantees
Basic reminders
Guest messaging
Visibility during low-demand periods
No commission fees
Free Google Reservations (~€600/month savings for many venues)
Restaurant-owned loyalty programs
Automated email, SMS, WhatsApp marketing
Segmentation & behavioral triggers
Upsells, prepayments, gift cards
Designed for direct, sustainable revenue, not discount traffic.
Commission per cover (~€2.10)
Discount-driven campaigns
Yums loyalty to TheFork, not the restaurant
Marketplace ads/sponsored listings
Redirects diners to competitors when full
Features |  | TheFork |
|---|---|---|
Automated Marketing Sends behavior-based or scheduled messages to guests automatically, helping maintain engagement and encourage repeat visits. | ||
Track Marketing ROI Shows how many bookings and how much revenue each marketing campaign generates, helping operators understand impact. | ||
Guest list exports Allows teams to export guest data for analysis, marketing, or reporting purposes. | ||
Reservations exports | ||
No contact duplicates Prevents duplicate customer profiles by linking each phone number to a single account. | ||
Owned Loyalty Program Enables restaurants to run their own loyalty rewards, ensuring benefits remain venue-specific rather than tied to a larger platform. | ||
Brand-Exclusive Gift Cards Lets restaurants sell and redeem their own gift cards directly, keeping all revenue in-house and simplifying guest redemption. | ||
Automated Waitlist Automatically notifies guests when a table becomes available and allows them to confirm their spot digitally. | ||
Reservation add-ons Allows guests to select optional upgrades or experiences during booking, increasing personalization and average order value. | ||
Push guests to other outlets when one is fully booked Recommends other group locations when one venue is full, helping retain guests and distribute demand. | ||
Phone Calling Identification system Identifies callers and missed calls, enabling quick follow-ups and automated booking links via SMS or WhatsApp. | ||
Shorter Seating Options to optimize seating capacity Lets guests book a shorter dining duration, improving turnover and increasing available seats during busy periods. | ||
Squeeze Guests in gaps functionality Offers shorter bookings to fill small gaps between reservations, reducing unused table time and improving capacity. | ||
Deposits Collects deposits during booking to reduce no-shows and secure guest commitment. | ||
Prepayments Collects full or partial payment at booking to confirm reservations and improve revenue predictability. | ||
Takeaway Allows restaurants to offer takeaway orders online, expanding reach and serving guests beyond available seating. | ||
Event suggestions & Cross selling functionality Displays events or promotions on the booking widget to increase visibility and drive guest engagement. | ||
Email & SMS Blast Feature Enables venues to send targeted email or SMS campaigns directly from their CRM with engagement tracking. |
Sends behavior-based or scheduled messages to guests automatically, helping maintain engagement and encourage repeat visits.
Shows how many bookings and how much revenue each marketing campaign generates, helping operators understand impact.
Allows teams to export guest data for analysis, marketing, or reporting purposes.
Prevents duplicate customer profiles by linking each phone number to a single account.
Enables restaurants to run their own loyalty rewards, ensuring benefits remain venue-specific rather than tied to a larger platform.
Lets restaurants sell and redeem their own gift cards directly, keeping all revenue in-house and simplifying guest redemption.
Automatically notifies guests when a table becomes available and allows them to confirm their spot digitally.
Allows guests to select optional upgrades or experiences during booking, increasing personalization and average order value.
Recommends other group locations when one venue is full, helping retain guests and distribute demand.
Identifies callers and missed calls, enabling quick follow-ups and automated booking links via SMS or WhatsApp.
Lets guests book a shorter dining duration, improving turnover and increasing available seats during busy periods.
Offers shorter bookings to fill small gaps between reservations, reducing unused table time and improving capacity.
Collects deposits during booking to reduce no-shows and secure guest commitment.
Collects full or partial payment at booking to confirm reservations and improve revenue predictability.
Allows restaurants to offer takeaway orders online, expanding reach and serving guests beyond available seating.
Displays events or promotions on the booking widget to increase visibility and drive guest engagement.
Enables venues to send targeted email or SMS campaigns directly from their CRM with engagement tracking.
UMAI builds long-term revenue through loyalty and automation
TheFork provides short-term visibility but at higher cost
UMAI avoids commissions and ads; TheFork monetizes each cover
UMAI offers the stronger revenue toolkit for restaurants wanting predictable costs and higher repeat visits.
Operational efficiency determines how quickly teams can manage tables, reduce gaps, and maximize every service.
3-click table swaps
Fast linking/unlinking
Drag-and-drop layouts
Squeeze & Short Seat tools
Automated waitlists
Flexible turn times
Deposit links via WhatsApp/SMS/email
Suggests same-owner/group outlets when full
Basic layouts & pacing
Deposits in select markets
Manual waitlist calling
No squeeze/short seat
Redirects diners to competitors when full
More clicks for common table actions
Features | | TheFork |
|---|---|---|
Capture Feedback Automatically requests post-visit feedback via digital channels to gather guest insights for improvement. | ||
Minimize bad reviews from being posted Surfaces guest concerns privately before they appear on public review platforms. | ||
Boosts positive public reviews Encourages satisfied guests to share positive feedback on platforms like Google and TripAdvisor. | ||
Customer Support Provides responsive assistance to help restaurants troubleshoot issues and maintain smooth operations. | 24/7 via e-mail and chatbot | Chatbot via Manager, weekday email only |
Speed of Use Provides a fast, streamlined interface designed to reduce clicks and simplify daily operations. | Very Fast | Medium |
Navigation Features clear, user-friendly navigation built for restaurant workflows to reduce training time. | Easy | Hard |
Ease of use Offers an intuitive system that staff can learn quickly without complex steps or configurations. | Very Easy | Medium |
Drag and drop Lets staff move, merge, or reassign tables instantly using simple drag-and-drop controls. | ||
Spend Tracking Tracks how much guests spend across visits to help identify high-value customers and inform upsell opportunities. | ||
Team Management Allows managers to assign role-based permissions and secure individual logins for staff. | ||
Booking priority per table Lets operators prioritize certain tables for bookings to manage ambiance, demand, or revenue strategy. | ||
Set turn unique turn time for each table Assigns custom turn times to individual tables to better manage pacing and maximize seating. | ||
Create and edit your floor plan Provides tools to build and update a digital floor plan with movable layout elements. | ||
Pacing Controls how many guests can arrive during a given time window to maintain service flow. | ||
WhatsApp communications Enables confirmations, reminders, and updates to be sent through WhatsApp for fast, familiar communication. | ||
Arrival Management Confirms guest arrivals before their reservation time to reduce no-shows and improve seating accuracy. | ||
Late Arrival Updates Checks in with guests shortly before their reservation to identify delays and adjust pacing. | ||
Deposits Payout Allows restaurants to choose their preferred deposit payout frequency, supporting flexible cash flow. | Daily | Within 48 hours |
Deposits via Payment Links Lets staff collect deposits for phone reservations through simple SMS or WhatsApp payment links. | ||
Use the system in a Laptop/Browser | ||
Use the system in Ipad App | ||
Use the system in Android Tablet App | ||
Use the system in Mac (App) | ||
Use the system in Iphone App | ||
Use the system in Android (App) |
Automatically requests post-visit feedback via digital channels to gather guest insights for improvement.
Surfaces guest concerns privately before they appear on public review platforms.
Encourages satisfied guests to share positive feedback on platforms like Google and TripAdvisor.
Provides responsive assistance to help restaurants troubleshoot issues and maintain smooth operations.
24/7 via e-mail and chatbot
Chatbot via Manager, weekday email only
Provides a fast, streamlined interface designed to reduce clicks and simplify daily operations.
Very Fast
Medium
Features clear, user-friendly navigation built for restaurant workflows to reduce training time.
Easy
Hard
Offers an intuitive system that staff can learn quickly without complex steps or configurations.
Very Easy
Medium
Lets staff move, merge, or reassign tables instantly using simple drag-and-drop controls.
Tracks how much guests spend across visits to help identify high-value customers and inform upsell opportunities.
Allows managers to assign role-based permissions and secure individual logins for staff.
Lets operators prioritize certain tables for bookings to manage ambiance, demand, or revenue strategy.
Assigns custom turn times to individual tables to better manage pacing and maximize seating.
Provides tools to build and update a digital floor plan with movable layout elements.
Controls how many guests can arrive during a given time window to maintain service flow.
Enables confirmations, reminders, and updates to be sent through WhatsApp for fast, familiar communication.
Confirms guest arrivals before their reservation time to reduce no-shows and improve seating accuracy.
Checks in with guests shortly before their reservation to identify delays and adjust pacing.
Allows restaurants to choose their preferred deposit payout frequency, supporting flexible cash flow.
Daily
Within 48 hours
Lets staff collect deposits for phone reservations through simple SMS or WhatsApp payment links.
UMAI = faster workflows + more covers
TheFork = basic tools, slower manual steps
UMAI provides stronger operational efficiency for busy restaurants needing speed and yield optimization.
Improving guest retention can increase profits by 25–95%, making the guest journey critical to long-term success.
Branded booking flow
WhatsApp confirmations/reminders
Preference & dietary notes
Restaurant-owned loyalty
Private routing for negative feedback
Behavioral marketing automation
Recommends same-owner outlets when full
Booking inside TheFork ecosystem
Yums loyalty to platform
Standardized booking flow
Public negative reviews
Discount-driven traffic
Recommends competitors when full
Features | | TheFork |
|---|---|---|
Event suggestions & Cross selling functionality Displays events or promotions on the booking widget to increase visibility and drive guest engagement. | ||
Caller ID Displays guest information when they call, helping staff personalize interactions immediately. | ||
Gift Cards Enables restaurants to sell digital gift cards that can be easily purchased, redeemed, and tracked online. | ||
Guest self-service seating Area or Type Selection Allows guests to choose their preferred seating area—such as bar, patio, or indoor—during booking. | ||
Customizable Website Provides a simple website builder to create a mobile-friendly landing page with menu, photos, and reservation links. | ||
Customizable Widget | ||
Self tagging Lets guests tag themselves for dietary needs, special occasions, or preferences during booking. | ||
Auto Tags Automatically assigns tags to guest profiles based on activity like spend level or visit frequency. | ||
Website Builder Offers a drag-and-drop website creation tool to help restaurants manage their online presence. | ||
Queue Management Allows restaurants to add guests to a digital queue and provide real-time wait updates. | ||
Display Menu Shows the restaurant’s menu within the booking flow so guests can preview dishes before visiting. | Uploaded | |
Reserve with Google (and take deposits) Enables reservations and deposit collection directly from Google results and Maps. |
Displays events or promotions on the booking widget to increase visibility and drive guest engagement.
Displays guest information when they call, helping staff personalize interactions immediately.
Enables restaurants to sell digital gift cards that can be easily purchased, redeemed, and tracked online.
Allows guests to choose their preferred seating area—such as bar, patio, or indoor—during booking.
Provides a simple website builder to create a mobile-friendly landing page with menu, photos, and reservation links.
Lets guests tag themselves for dietary needs, special occasions, or preferences during booking.
Automatically assigns tags to guest profiles based on activity like spend level or visit frequency.
Offers a drag-and-drop website creation tool to help restaurants manage their online presence.
Allows restaurants to add guests to a digital queue and provide real-time wait updates.
Shows the restaurant’s menu within the booking flow so guests can preview dishes before visiting.
Uploaded
Enables reservations and deposit collection directly from Google results and Maps.
UMAI strengthens direct guest relationships
TheFork builds loyalty to its platform
UMAI offers a more personalized experience that turns first-time diners into regulars.
Integrations and data ownership determine how effectively a restaurant can personalize marketing and build loyalty.
100% guest-data ownership
Exportable CRM
WhatsApp, POS & Google integrations
Branded widgets/website
No marketplace ads against restaurants
Suggests same-group outlets when full
Platform owns diner data
Yums drives platform loyalty
Ads can redirect direct traffic
Suggests competitors when full
Integrations support marketplace flow
UMAI = full ownership, no ads, group-friendly
TheFork = platform-first, redirects traffic
UMAI is the better choice for restaurants focused on direct relationships and long-term loyalty.
Pricing is often the clearest difference between UMAI and TheFork. While both systems help restaurants generate bookings, their cost structures are fundamentally opposite—and this has a major impact on long-term ROI.
TheFork operates on a commission-based model. In many markets, restaurants pay ~€2.10 per seated diner (excluding VAT). These fees apply regardless of the guest’s spend and scale as volume increases. For busy venues, commissions often reach hundreds or even thousands of euros per month, especially when combined with paid visibility or discount campaigns. Additionally, TheFork may charge for Google Reservations, converting what should be free direct traffic into commissionable bookings.
UMAI, by contrast, uses a flat subscription model with no commissions. Restaurants know exactly what they pay each month—no surprises during peak season or weekends. UMAI also includes Google Reservations for free, which alone typically saves restaurants around €600/month compared to platforms that charge for this channel. There are no marketplace ads competing with your brand, no percentage-of-booking fees, and no rising costs as your restaurant becomes more successful.
Beyond cost savings, UMAI is designed as a revenue-growth engine. Marketing automation, behavioral campaigns, restaurant-owned loyalty, upsells, and guest segmentation all work to increase repeat visits and average spend, which directly improves margins. Repeat guests are significantly more profitable than new ones, and UMAI’s tools help restaurants bring diners back more often without paying for ads or marketplaces.
Operationally, UMAI’s efficiency tools—automated waitlists, Squeeze, Short Seat, and fast table actions—help restaurants seat more guests per service. Combined with reduced no-shows through WhatsApp confirmations, deposits, and flexible payment links, the overall net impact is higher yield and more predictable revenue.
Features | | TheFork |
|---|---|---|
Pricing model | Flat subscription | Commission per cover (~€2.10) |
Google Reservations | Free | Often charged / commissionable |
Loyalty system | Restaurant-owned | Platform-owned (Yums) |
Marketing automation | Email, SMS, WhatsApp + segmentation | Basic reminders + generic campaigns |
Revenue tools | Upsells, automations, gift cards | Discounts, marketplace visibility |
Data ownership | Restaurant owns 100% | Platform controls diner data |
Marketplace ads | None | Ads may appear on your brand name |
When fully booked | Suggests same-owner outlets | Suggests competitors |
Monthly cost predictability | High | Low (varies with volume) |
Typical savings | ~€600/month + no commissions | Cost increases as bookings increase |
Flat subscription
Commission per cover (~€2.10)
Free
Often charged / commissionable
Restaurant-owned
Platform-owned (Yums)
Email, SMS, WhatsApp + segmentation
Basic reminders + generic campaigns
Upsells, automations, gift cards
Discounts, marketplace visibility
Restaurant owns 100%
Platform controls diner data
None
Ads may appear on your brand name
Suggests same-owner outlets
Suggests competitors
High
Low (varies with volume)
~€600/month + no commissions
Cost increases as bookings increase
UMAI offers a stronger ROI for most restaurants thanks to its no-commission model, free Google Reservations, and revenue tools that increase repeat visits and direct bookings.
A 60-seat café in Madrid relied heavily on TheFork for visibility. Most weekday reservations came from discount campaigns, and while tables were full, margins were tight. Monthly commission fees averaged €750–€1,000, and many diners booked only when discounts were available.
After switching to UMAI, the café introduced a restaurant-owned loyalty program and set up automated campaigns for birthdays, lapsed guests, and VIPs. UMAI’s free Google Reservations shifted more traffic to direct channels.
Within 90 days, repeat visits increased by 18%, average spend rose 12%, and commission fees dropped to zero.
Takeaway: UMAI drives repeatable, direct revenue; TheFork drives visibility but at a higher cost.
An upscale bistro in Lisbon struggled with no-shows using TheFork, especially for phone bookings where deposits were difficult to secure. TheFork’s waitlist required manual calling, leaving tables empty during last-minute cancellations.
With UMAI, the bistro began sending WhatsApp reminders, SMS deposit links, and leveraged automated waitlists that notified guests instantly. Yield tools like Squeeze and Short Seat helped maximize seating during peak hours.
Within 2 months, no-shows dropped 22%, and weekend services added 6–10 extra covers through improved turn management and fewer manual calls.
Takeaway: UMAI reduces no-shows and increases yield; TheFork covers basics but lacks advanced tools.
A four-location restaurant group in Paris depended on TheFork for traffic but faced a recurring issue: when one outlet was full, The Fork redirected diners to competitor restaurants. They also noticed paid ads for TheFork appearing on searches for their own brand name.
After switching to UMAI, the group consolidated guest data across all outlets, launched cross-location promotions, and built a group-wide loyalty ecosystem. UMAI’s system recommended sister venues when one location was full, keeping guests within the brand.
Commission costs dropped to zero, and cross-outlet visits increased 27%.
Takeaway: UMAI protects brand loyalty and group revenue; TheFork’s marketplace model can dilute both.
TheFork remains a strong marketplace for restaurants seeking discount-driven traffic and broad visibility, especially during low-demand periods. However, for operators focused on profitability, data ownership, and repeat business, UMAI offers a more sustainable approach. With no commissions, free Google Reservations, automated marketing, personalized guest journeys, and advanced operational tools, UMAI helps restaurants build long-term loyalty and protect their margins.
For restaurants comparing UMAI vs TheFork, the choice comes down to philosophy:
TheFork = marketplace-first
UMAI = restaurant-first
Restaurants that want more control, predictable costs, and stronger repeat business often find UMAI to be the best alternative to TheFork.
Trusted by fast-growing brands across Asia, Europe, and beyond
From independent bistros to multi-location powerhouses, UMAI helps restaurants increase bookings, streamline operations, CRM and drive repeat business — all in one system.
