NEL Restaurant has built a reputation for doing things differently.
Led by acclaimed chef and owner Nelly Robinson, Nel isn’t your traditional fine dining venue. Instead of a static menu or predictable format, guests are taken on an ever-changing culinary journey through a themed 12-course degustation that evolves regularly.
One month it might be nostalgic, the next theatrical, and the next, completely unexpected. It’s playful and immersive—fine dining without the stiff formality.
At NEL, the experience is everything. From the storytelling behind each dish to the pacing of the meal and the way guests interact with the menu, every detail is intentional. That level of creativity and precision has earned NEL a loyal following and critical acclaim, but it also brings a unique set of operational challenges behind the scenes.
We spoke with Managing Partner Danielle Richards-Robinson to learn how NEL balances creativity with the reality of commercial needs.
“We don’t just serve food, we serve an experience. That experience has to start well before guests walk through the door, and that’s where systems really matter.”
Protecting margins and managing complexity in a tough market
Running a fine dining restaurant has never been simple, but the current climate has made it even more challenging. With discretionary spending tightening and costs continuing to rise, venues like NEL are feeling pressure from both sides. While demand for standout experiences still exists, guests are more selective about where and how they spend their money.
“Fine dining has definitely been hit the hardest, consumers have less disposable income, margins are tighter, and every booking needs to count. We’re constantly balancing creativity with sustainability,” said Danielle.
On top of broader economic pressures, NEL’s unique business model introduces its own operational complexity. With an ever-changing degustation menu, it’s critical that guests know exactly what they’re booking, and paying for. A guest expecting one theme or menu, only to arrive for another, can quickly lead to disappointment and unnecessary strain on staff.
Before implementing smarter systems, managing bookings, prepayments, upgrades, and guest communication required significant manual oversight. Staff needed to double-check reservations, confirm menu details, and ensure payments were processed correctly, all while delivering a high-touch service on the floor.
“As much as we love what we do, we can’t afford inefficiencies, our team is small, our service is detailed, and the admin load can’t take away from the guest experience.”
Control, clarity, and confidence with Now Book It
Now Book It is a critical tool in helping turn NEL’s complex dining concept into a streamlined, scalable operation. One of the top features for the team is temporary booking options, which allows them to tightly control exactly which menu guests are booking into at any given time.
“With our degustation constantly changing, temporary booking options are essential, it means guests are booking the right experience, at the right time, with full clarity. There’s no confusion about what menu they’re getting.”
By locking bookings to specific menus and timeframes, NEL’s team can ensure guests are pre-paying for the correct experience, while the kitchen and front-of-house teams have full visibility well in advance.
This has significantly reduced last-minute changes and the need for manual follow-ups.
Now Book It’s pre-payment functionality is also a non-negotiable must-have for the venue. In the high stakes fine dining environment, no-shows can have a major impact on their bottomline. Securing diners’ commitment upfront protects revenue and allows the team to plan staffing and inventory ordering accurately.
“Pre-payment has completely changed how secure our bookings feel, we’re not chasing payments, we’re not worried about no-shows in the same way, and that peace of mind is huge,” said Danielle.
From an operational standpoint, the simplicity of the platform has been just as important as its features. Danielle notes that the system is easy to set up, intuitive for staff, and flexible enough to adapt as the business evolves.
“Now Book It is simple to use, and our whole team understands it, we don’t need hours of training. If we ever need help, the support team is responsive and genuinely helpful.”
Driving revenue with upsells and add-ons
NEL has also been able to actively grow revenue through Now Book It’s upsell functionality. During the booking journey, guests are offered optional upgrades such as curated beverage pairings that complement the degustation menu.
“Upsells feel natural for us because they’re part of the experience, being able to offer pairings at the time of booking means guests can plan their night properly, and we can prepare accordingly.”
By capturing these add-ons in advance, NEL not only increases average spend per guest but also improves service flow on the night. Staff already know who has opted into pairings, the kitchen can align pacing, and the overall experience feels seamless rather than transactional.
“These aren’t pushy add-ons, they enhance the experience, and guests actually appreciate being able to lock them in early,” said Danielle.
Another standout for NEL has been its use of Now Book It gift cards, particularly during peak gifting periods. In December 2025 alone, NEL sold over $39,000 in gift cards, providing a significant revenue boost at a time when many venues rely heavily on seasonal trade.
“Gift cards are massive for us, they’re a way for guests to give something meaningful, an experience, not just a meal.”
NEL makes strategic use of both standard dollar-value gift cards and experience gift cards, such as a 12-course degustation with matching wines for two. These experience-led options align perfectly with the brand and remove uncertainty for both the giver and the recipient.
From an operational perspective, Now Book It’s gift card system is fully integrated into the platform, meaning redemptions are tracked automatically and staff don’t need to juggle multiple systems.
“It’s all in one place, we’re not reconciling spreadsheets or worrying about missed redemptions. It just works.”
“The Now Book It team is always in touch with new advancements, It feels like they’re building the platform with venues in mind.”
As NEL continues to push boundaries with new themes, formats, and experiences, having a flexible, reliable system in place gives the team confidence to innovate without compromising operations.
“We’re constantly changing, having a platform that can change with us makes a huge difference.”
Now Book It tip: Go hungry and with an open mind. Be prepared to sit back and let the experience unfold—NEL is a dinner and a show all in one.
