Box Hill RSL located in Melbourne Australia, has always been more than just a place to dine. While it’s grounded in tradition and community, it has evolved into a busy local hub where guests gather for weeknight meals, celebrations, events, and everything in between.
It’s the kind of place where regulars are recognized, families return often, and the atmosphere feels genuinely welcoming. That sense of connection is central to the experience, and it’s something the team works hard to preserve.
But with that loyalty comes scale. Thousands of guests come through the doors each month, and the venue manages more than 3,000 reservations on a regular basis. For a team committed to delivering personal service, keeping up with that level of demand, especially over the phone, was becoming increasingly challenging.
Marketing and Compliance Manager Rachael Forsyth has played a key role in shaping how the venue has responded to these challenges, with the results highlighting exactly what the right technology can unlock. That’s what ultimately led the team to implement Now Book It, along with its AI receptionist, Sadie.
Managing high call volumes without losing the personal touch
If you’ve worked in hospitality, the scenario is instantly familiar. It’s 8pm on a Friday night. The dining room is full, meals are heading out, guests are arriving, and the phone keeps ringing.
For this venue, that wasn’t an occasional spike, it was constant. Guests were calling to make reservations, plan celebrations, or ask about upcoming events, while front-of-house teams were simultaneously managing in-person service.
In the U.S., this kind of pressure is common across the industry. According to the National Restaurant Association, restaurants continue to operate with tight labor resources while guest expectations for responsiveness remain high.
“The phone would constantly be going, especially during peak periods, our 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,” said Rachael.
Every call matters, but when staff are pulled away from the floor to answer the phone, service can quickly become stretched. Guests may be left waiting, and the overall experience can suffer.
There was also the challenge of after-hours demand. Like most venues, there are no staff onsite overnight, but that doesn’t stop guests from wanting to book.
Missed calls don’t just mean missed interactions, they represent missed revenue.
Turning 2,000 incoming calls to 850 confirmed bookings
Introducing Sadie AI marked a turning point. In a single month, the AI receptionist handled more than 2,000 incoming calls. Instead of calls going unanswered during busy periods or rolling over to voicemail after hours, every guest was met with an immediate response.
More importantly, those conversations translated into real bookings. From those 2,000 calls, Sadie secured more than 850 confirmed reservations.
“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.”
This aligns with broader U.S. consumer behavior, where immediacy is increasingly expected and customers expect fast, seamless interactions with businesses, regardless of the time of day. By ensuring every call is answered and every opportunity captured, Sadie helps bridge that gap without adding pressure to the team.
Less phone time, more floor time
Beyond capturing after-hours demand, the most noticeable impact has been during peak service.
When Sadie answers incoming calls, staff are free to stay focused on the guests in front of them. Reception teams can manage arrivals more smoothly, and managers are no longer pulled away mid-service. The overall flow of the venue improves as a result.
The time savings alone are significant. If each call takes an average of three minutes, 2,000 calls equate to roughly 100 staff hours in a single month. That’s time that can be redirected back into delivering great in-person experiences rather than managing the phone.
Unlike traditional call handling, Sadie remains consistent regardless of volume. There are no missed details, no hold times, and no need for callbacks. Guests can call at any time and secure a reservation instantly.
While Sadie AI plays a key role, it works as part of a broader booking system designed to support both guests and staff.
With more than 3,000 reservations each month, the venue relies on Now Book It to provide a seamless experience across all booking channels. Guests can reserve tables online with real-time availability and instant confirmation, while phone bookings flow directly into the same system.
“We have much greater visibility and control over bookings now, that data helps us plan staffing, promotions and events more effectively,” explained Rachael.
For a venue that hosts a mix of everyday dining, group bookings, and special events, having everything connected in one place reduces friction and removes the need for manual processes.