Learning what works and what doesn’t.

Tony Forcucci
6 min readNov 22, 2023

Launch, test, see, learn, adapt.

This is Part 5 of 6. You can pick up the story at the beginning here.

Photo by Trey Ratcliff of stuckincustoms.com

Now that we had 50 of the 100 cities open and over 1,000 restaurants showcased on the site, we started to have a real, living experiment in place where instead of guessing what we think might work, we could actually now see and know what worked — and what wasn’t.

There were three crucial lessons we learned by doing.

Let me go back a step.

When we designed the city page for onehundredtables.com the idea was to visually present the restaurants in the city in a way that the user could immediately see them all in one shot (as opposed to forcing the user as on some other sites to look at 4,352 restaurants in some city across 400 pages — of which they’ll never get to.

Our vision was one city, one page, and see it all easily.

Also, on the city page of a matrix of 10 squares across by 10 squares down each square was sold on a first come, first choice basis. So if you were the first restaurant in the city you had the first pick on any of the 100 squares on the city page.



Tony Forcucci

I share travel, business, and rational thought stories from experiencing a lot of the world up close. tonyforcucci.com