11th Table app lets diners claim Brevard restaurant discounts online

They’re everywhere. You get them in the mail and in the newspaper. You obtain them with member cards and code words. Each fall, children sell them by the book. They’re all over the internet. 

They’re discounts on dining out, but among the few ways you probably haven’t seen them done is via late online booking, like airline or hotel reservations . . . until now, with the introduction of 11th Table. The application, for “discounted tables at the 11th hour,” in the words of designers Neil and Ryan Ballard of Melbourne, has lined up 20 local restaurants and lounges so far.

Having downloaded the app, users present online coupons to servers at affiliated restaurants, and a percentage — it differs, restaurant to restaurant and deal to deal — is deducted from the bill.

Available to Apple and Android users since March 11, it has caught fire online, thanks to the work of the third man at 11th Table, social media whiz Austin Young.

“It’s kind of a trend right now to do last-minute deals for hotels, airlines and (entertainment) tickets, and this is our unique take on it. You just don’t see discounts at restaurants done that way, and we thought this would be a cool take on it,” said Neil Ballard, an Eau Gallie High School and Florida State University graduate.

He said the program took about six months to develop, and once released for pre-order, it caught on: About 1,000 consumers already have downloaded it, according to Florida Institute of Technology alumnus Ryan Ballard. 

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Restaurants that have signed on range from the likes of Jersey Mike’s Subs to Djon’s Steak & Lobster House to taverns like World of Beer.

That it is “100 percent free” at the moment to restaurants and diners alike has added to the allure, Neil Ballard said, and that’s fine with restaurateurs like John R. Williams IV of Islands Fish Grill in Indialantic, because it allows them to make more of days and hours when business is not at its height.

“We are constantly performing retrospective look-backs on our dishes and statistical reviews of our seat utilization, and 11th Table will allow us the flexibility to maximize our data and custom-tailor our marketing strategy for peak and non-peak times,” he said.

Members of FLORIDA TODAY’s Facebook group, 321 Flavor: Where Brevard Eats, had questions, and they were answered.

Scott Kingston pre-ordered the app but wondered if the discount would result in different treatment at restaurants.

‘“Oh great, here come the coupon people, so they only get two meatballs instead of three,’” he wrote

“You will not have to show the 11th Table voucher, which will be on your phone once you redeem a discount, until the end, if you choose,” Ryan Ballard said. “The restaurants are the ones putting out the discounts to drive business, so they want you there.”

“Excellent! I'm in!” Kingston, himself an information technology professional, replied.

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Torie Conley is enthusiastic.

“I think it’s wonderful if you are looking for deals, and it’s also great for restaurants. When they are slower, they can post up a flash deal, so it seems like it’s good for everyone, both the restaurants and the patrons. I am answering on both parts, as I am a server and frequent (diner-out) as well. This could definitely change the way people choose to dine in Brevard if it gets super-popular. I am very excited for this app and have heard the buzz on it for a little while, so I am anticipating the launch and hope for its success,” she wrote.

Austin Young thinks it may solve an age-old question.

“I think I'll be mainly using it as a way to decide where to eat,” he said. “For example, it's great having places like 321 Flavor to learn about new places to try, so just scrolling around the map on 11th Table and browsing discounts could save a lot of headache when she says, ‘I don't know; you decide!’”

The application, which will remain free to all concerned for the foreseeable future, has garnered positive response from non-Brevardians as well as locals, and expansion always is a possibility.

“(We’ve had) great feedback from the restaurant owners, and consumers really seem to like the concept,” he said. “I had a conversation with (Neil Kiefer) the CEO of Hooters Management Corp. and his comments were, ‘It’s sellable and scale-able,’” Ryan Ballard said.

The Ballards are patient as well as confident.

“Positive? Absolutely.” Ryan Ballard said. “It will take some time for both the restaurants and consumers to catch on, but once they do, I think both will benefit.”

Search the 11th Table app is available for iOS or Android devices.

Get in the discussion. Join 321 Flavor: Where Brevard Eats at facebook.com/groups/321FlavorWhereBrevardEats