Diageo has invested in a restaurant-reservation app as it looks to dig deeper into the US on-trade through mobile technology.

The app, called Reserve, helps consumers find restaurants in their area, book tables and also pay the bill. The investment is through Diageo's incubation fund, Diageo Technology Ventures, but financial details have not been disclosed. A spokesperson for Reserve told just-drinks that the investment is in the form of a convertible note  and that other partners will join Diageo in funding the company.

"We are looking to partner with innovative tech companies that are enriching the consumer experience in [the mobile] space," Diageo said.

Reserve, which was founded by CEO Greg Hong, describes itself as a "a digital concierge service". Diners pay for their meals through the app, which automatically deducts payment through their phones when they leave the restaurant. The company has partnered with about 500 restaurants in seven US cities.

Hong said Diageo's "insight into the restaurant industry" will help Reserve as it looks to accelerate growth this year.

Data taken from consumer receipts could help Diageo spot trends in the US on-trade. Research company Guestmetrics uses information taken from bar and restaurant point-of sale transactions in the US to analyse sales performance across a number of beverage categories.

Asked if Diageo will have access to the data, the Reserve spokesperson said: "At this point, we aren't going to speculate about any potential data analysis or products that we will offer." 

Last year Guestmetrics blamed bad weather for a slowdown in US on-trade sales across the first three months of 2015

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Diageo plc : Consumer Packaged Goods - Company Profile, SWOT & Financial Analysis

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Canadean's "Diageo plc : Consumer Packaged Goods - Company Profile, SWOT & Financial Analysis" contains in depth information and data about the company and its operations....read more