A new web-based service has been launched to target high end London restaurants who are looking to secure discounted off-peak business – but wanting to do so without devaluing their brand.

Called table7, the new service will look to fill vacant tables by offering diners up to 30 per cent of the final bill using a variable pricing model – the same adopted by airlines to fill empty seats.

Table7's members are typically offered a discount of 30 per cent off their entire bill when they book tables through the website.

To ensure the commitment to the booking, a fee of £7 is charged to the customer and the discount is then discreetly added by restaurant staff at the end of the meal, when the bill is presented.

There is no set-up charge for restaurants to use the service. Instead, table7 takes its revenue directly from the customer when bookings are made.

Co founder of table7, Ashwin Jain, said: "When applied to the high-end restaurant sector, the concept of variable pricing creates huge opportunities.

“The high levels of service mean that these restaurants have high fixed-costs. However, demand throughout the day is variable, meaning that their income fluctuates. table7 is attempting to boost the yield on capacity during these times.”

A quick search on the table7 website shows that restaurants such as Maze in Mayfair and the Michelin-starred L’Autre Pied in Marylebone have signed up for the service.