Box Hill RSL has always been more than just a venue in Melbourne’s east. Yes, it’s built on the proud traditions of the Returned and Services League. Yes, it honours service and sacrifice. But on any given day, it’s also something else entirely, a buzzing community hub where locals gather for weeknight dinners, milestone celebrations, raffles, events and everything in between.
It’s the kind of place where regulars are greeted by name; volunteers are part of the venue’s heartbeat, where members bring their families, and those families grow up coming back. The atmosphere is warm, welcoming and proudly community-first.
But with that loyalty and connection comes scale. Thousands of guests walk through the doors every month. The bistro alone is consistently busy, and in total, the venue processes more than 3,000 bookings each month. For a team that prides itself on personal service, managing that level of demand, especially over the phone, was becoming increasingly challenging.
To understand how Box Hill RSL refined its booking operations without losing its community feel, we spoke with Marketing and Compliance Manager, Rachael Forsyth, who has helped lead operational improvements across the venue.
“We’re more than just a hospitality venue; we’re a community hub. People come here because they feel welcome, known and valued. That sense of connection is incredibly important to us, so anything that helps us serve our members and guests better is a priority.”
That mindset is what led Box Hill RSL to Now Book It, and at the same time, to Sadie AI.
Managing high call volumes without losing the personal touch
If you’ve worked in hospitality, you already know exactly what this scene looks like – It’s 6:30pm on a Friday night. The bistro is full. Meals are heading out. A line forms at reception. And the phone doesn’t stop ringing.
This wasn’t an occasional inconvenience for Box Hill RSL, it was constant. With members calling to book their regular table, families organising birthdays and guests enquiring about events, the reception and front-of-house teams were juggling a steady stream of incoming calls on top of in-venue service.
“The phone would constantly be going, especially during peak periods, our reception team would be juggling in-person enquiries, service needs and incoming calls. It creates pressure, and it’s not ideal for the guest experience either.”
Every call matters in hospitality. But when staff are pulled off the floor to answer phones, something has to give. Service becomes stretched, guests are kept waiting and the team feels the strain.
Then there were the after-hours calls. Like most venues, Box Hill RSL doesn’t have staff onsite overnight. But guests don’t just think about booking tables during business hours, they call when it suits them – after work, late at night, in between other commitments.
“In hospitality, people book when it suits them, which is often outside traditional business hours. If we weren’t available to answer, there was always a risk they’d move on or forget to call back.”
Missed calls don’t just mean missed conversations, they mean missed revenue. That’s when Sadie AI joined the team.
Turning 2,000 incoming calls to 850 confirmed bookings
The addition of Sadie AI marked a turning point for the RSL. In just one month, Sadie handled more than 2,000 incoming calls to Box Hill RSL. Instead of ringing out during busy service, pulling staff away from members or diverting to voicemail after hours, every single call was answered instantly.
And more importantly, those calls converted. From those 2,000+ conversations, Sadie secured over 850 confirmed bistro bookings, seamlessly turning phone enquiries into real, trackable revenue. Of those bookings, 540 were made after hours, when no staff were onsite, that’s hundreds of reservations that may previously have gone to voicemail, been delayed until the next day or lost altogether.
“The AI receptionist has been a standout feature for us, the fact that 540 of those bookings were made after hours really highlights the value, that’s revenue we simply wouldn’t have captured in the same way before.”
For hospitality operators, that number speaks volumes.
Less phone time, more floor time
Beyond the after-hours wins, the biggest shift has been felt during peak service. When Sadie answers the phone, staff don’t have to. Front-of-house teams stay present. Reception can focus on the guests in front of them. Managers aren’t constantly interrupted mid-service.
“It’s allowed our staff to focus more on service and in-venue experiences rather than constantly managing the phone, that shift alone has made a noticeable difference to how our team operates during busy times.” Rachael explained.
If each call averages even just three minutes, 2,000 calls equate to around 100 staff hours in a single month. That’s more than two full work weeks redirected away from phone administration and back into in-person hospitality.
And unlike traditional call handling, Sadie doesn’t get flustered during rush hour. She doesn’t miss details. She doesn’t put guests on hold.
More than that, she integrates directly with the Now Book It system in real time. Guests can call at any hour and lock in their reservation immediately – no hold music, no complicated prompts, no waiting for a callback.
Every confirmed booking flows straight into the platform, giving the team full visibility and control.
“The system is easy to use, reliable and gives us greater visibility over bookings, we can see exactly what’s coming in and manage capacity accordingly.”
A fully connecting booking ecosystem
While Sadie AI has been a major turning point, she’s part of a bigger picture. With more than 3,000 reservations each month, Box Hill RSL relies heavily on Now Book It’s online booking system to give guests flexibility.
Members can book anytime through the website, with real-time availability and instant confirmations. Behind the scenes, table management tools and reporting provide clear insights into peak periods, booking trends and guest behaviour.
“We have much greater visibility and control over bookings now, that data helps us plan staffing, promotions and events more effectively.”
For a venue that hosts everything from themed dining nights to commemorative community events, having a seamless booking process is critical. Large group bookings, special events and everyday dining all flow through the same system — without adding manual admin for the team.
“Anything that makes it easier for our members and guests to interact with us is a win, It’s about reducing friction at every touchpoint.”
Box Hill RSL proves that even deeply traditional institutions can benefit from forward-thinking technology.
By implementing Now Book It and Sadie AI, the venue has captured hundreds of additional bookings, reduced staff pressure and improved the guest experience, all while staying true to its community-first values.
“In a busy hospitality landscape, staying responsive and efficient is essential, Now Book It’s online booking platform and Sadie AI has allowed us to do that without compromising who we are.”
Now Book It tip: The classic pub favourites are always a fan favourite, especially the roasts – freshly cut from the carvery!
