Dynamic pricing for dinner? Some Chicago restaurants experiment with charging more for prime tables

CHICAGO When Frank Sinatra sang in Chicago, he’d often dine afterward at Gene & Georgetti, a white-tablecloth steakhouse in River North.

Sinatra would come to dinner after hours in search of privacy, said managing partner Michelle Durpetti, whose family has operated the restaurant since 1941. Though no plaque at the oxblood leather booth commemorates Sinatra’s years holding court there, the table is in demand from those in the know, Durpetti said. So is the booth next to it, which has hosted many famous diners, including Sting, Nat King Cole and members of Fleetwood Mac.

Now, Gene & Georgetti has found a way to capitalize on those starry legacies. Diners eager to guarantee a meal at either booth can pay to reserve their spot on a booking platform called Tablz, a Toronto-based startup that allows restaurants to charge fees for desirable tables.

The platform, which went live in spring 2021 and entered the Chicago market last summer, hosts about 80 to 85 restaurants in Canada and the U.S. Tablz is betting diners will be willing to pay a premium to guarantee the best spots for their meal. Unlike booking deposits made on some