No Reservations is the New VIP

In a NY gone topsy turvy - where hedge fund managers are reviled rather than worshiped, and ladies on the Upper East Side are forgoing logos for more subtle statements - diners seem to be tiring of the velvet rope. Instead, some of the hottest new restaurants to open recently have done away with reservations altogether - creating a new sense of community as people of all types wait together on the sidewalk.

“There is a little bit of something going on — maybe ‘democratic’ is the wrong word, but it is the closest one,” Mr. Chang said. “By not taking reservations, there is a certain lack of pretension. It is saying that we just want people to eat something delicious. And that people aren’t there for the scene — or anything else but the food.”

While we respect the intent behind this trend, we wonder how it will fare in the cold winter months. However, marketers should take note. When planning events, think about ways to set a more egalitarian tone and make the populist masses feel special.