For over three decades, Squire’s Loft has been firing up the grill and making its mark as one of Melbourne’s most iconic steakhouse groups. With more than 15 venues stretching from Mornington to Torquay, the name Squire’s Loft has become shorthand for bold, flame grilled flavour and homely inspired hospitality that hits every time.
The group consistently stays true to what made it a hit in the first place – premium Australian beef, house made bastings and sauces, and their signature philosophy, KISS – Keep It Simple Steak. It’s this unwavering commitment to doing the basics brilliantly that’s earned them a cult following and the title of “The Steak Specialists”.
We caught up with the group’s Business Development Manager, Megan to chat about how Now Book It helps tie it all together across every location, keeping the guest experience consistent, the team connected, and the steakhouse experience as smooth as their legendary basting.
Operating in the dark
For the Squires Loft group, operating over 15 venues with access to reliable data was a bit like cooking blindfolded. No access to booking history beyond four days meant they were in the dark when it came to decision making. Whether it was staffing, marketing, or planning for peak periods, everything felt like a guessing game. There was no way to get a clear, group wide view of what was working and what wasn’t.
“Previously, we couldn’t look back on our booking history beyond 4 days, which meant we couldn’t plan ahead or develop a clear plan for the future because we had nothing to measure it against” said Megan.
Without the tools to view performance holistically across the group, identifying trends and understanding guest behaviour became increasingly difficult. The desire to grow was there, they just needed the visibility.
Bringing the big picture into focus
Since rolling out Now Book It in 2020 across all Squire’s Loft locations, the group finally gained sight of the full picture, and it’s changed the way they operate for the better. Managers can now dive into booking trends, compare performance between venues, and pull detailed reports to guide smarter, faster decisions. That kind of visibility across the group has taken the guesswork out of day to day operations and given the team real confidence to scale strategically.
“We can see what’s happening across all our venues in real time including who’s busy, where there’s room to grow, and how each location is tracking. That kind of data just wasn’t possible before.”
And it’s not just the internal team seeing the benefits. Diners enjoy a seamless, polished booking experience at every location. Whether it’s a rib eye in Docklands or a Porterhouse in South Yarra, the guest journey feels consistent, considered, and unmistakably Squire’s Loft.
Serving up $186K in gift card gains
Another key ingredient in the group’s operational success is the consistent use of Now Book It gift cards across all Squire’s Loft venues. This unified approach has already delivered tasty results in 2025, with the group generating over $186,000 in additional revenue from gift card sales alone. Beyond just revenue, gift card users tend to spend up to 20% more per visit, making them a powerful tool not just for bringing guests in, but encouraging greater spend once they’re at the table.
“It’s more than just a transaction, it’s about delivering a consistent experience across every touchpoint,” says Megan.
With the Now Book It widgets plugged right into their website, Squire’s Loft can sell gift cards online with ease and no fuss. For a group this size, having everything run through one simple, powerful system means the team only needs to learn it once. That means faster onboarding, smoother service, and a crew that’s confident and in control.
Warm, cosy wintertime steaks
When the chill sets in, nothing hits the spot quite like a perfectly grilled steak and Squire’s Loft has that covered. With Now Book It powering smooth bookings and consistent service, there’s never been a better time to warm up with their bold and legendary flavours.
We’ve put together a shortlist of some Squire’s Loft spots that should be on your radar this winter.
Squire’s Loft – Camberwell
Nestled in the bustling Camberwell shopping precinct, this location should be the go to spot for locals wanting a relaxed night out that matches the neighbourhood vibe perfectly.
Squire’s Loft – Geelong
Right in the heart of Geelong West at 76 Preston Street, this should be at the top of your list if you’re looking to celebrate a special occasion. The venue’s connection to Geelong’s thriving culture gives it a distinct local charm that sets it apart from the rest of the group.
Squire’s Loft – Sunbury
If you find yourself in the Macedon Ranges, don’t go past Squire’s Loft in Sunbury. This location offers a warm, contemporary setting perfect for everything from casual dinners to special celebrations.
