Top 10 Complaints Tasting Room Managers Share About Tock

We’ve researched the industry, spoken with wineries, and analyzed feedback to identify common frustrations with Tock.

Wineries rely on reservation platforms to manage bookings, optimize capacity, and enhance guest experiences. But Tock, a platform originally designed for restaurants, often creates friction for tasting rooms. Here are the top 10 complaints from wineries using Tock:
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1. Overpromised Referral Traffic

Wineries report that Tock promises increased exposure and new guests but doesn’t always deliver.

“Tock promised we would see a large lift in referrals—but after 6 months, we’ve seen nothing, and we’re stuck in a 2-year contract.” — Napa Valley Tasting Room Manager

Expecting a marketing boost that never materializes can turn Tock from a solution into a cost center.
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2. Inflexible Experience Setup

Tock treats each “experience” like a restaurant table, which limits wineries offering multiple tasting options.

“We couldn’t assign multiple tables or floor plans to our experiences, which is how we operate to maximize bookings.” — Sonoma Winery Manager

Tock's rigid structure reduces operational flexibility and can lead to lower capacity utilization. With CellarPass, you can assign any experience to any table, floor plan and even combine tables and floor plans for maximum booking opportunities.
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3. Poor Reporting & Insights

Wineries report that Tock’s reporting tools are limited and don’t provide actionable insights into guest behavior, bookings, or revenue trends.

“We couldn’t get meaningful data on repeat visitors or which experiences were driving revenue, making it hard to plan and optimize our tasting room.” —Willamette Valley Winery Manager

Without robust analytics, wineries struggle to make informed decisions about staffing, pricing, guest experiences, and which marketing campaigns are successful, potentially impacting both operations and profitability.
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4. Mandatory Guest Accounts & Data Ownership

Wineries report that requiring guests to create accounts complicates bookings and limits access to valuable customer data.

“Any guest who books through Tock can be marketed to directly by Tock—including promotions from other wineries.”

Controlling guest relationships is critical for wine clubs, DTC sales, and repeat visits.
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5. High Up-Front Costs & Prepaid Fees

Prepaid tasting fees, deposits, and cancellation penalties reduce no-shows but can discourage casual or spontaneous visitors.

“Tock’s business model relies on increasing transaction values and higher upfront costs for guests- and not on making booking easier and faster.”

The tradeoff: reduced spontaneity may suppress overall bookings.
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6. Long Implementation & Learning Curve

Setting up floor plans, experiences, and seasonal changes can take 6–8 weeks.

“You don't receive funds from Tock until after the guest's visit, that hurts our operating capital.” Texas Hill Country Winery

Implementation costs include staff time, training, and lost revenue during setup.
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7. Lack of Wine Industry Expertise

Wineries report that Tock’s platform and support staff often lack the specialized knowledge needed to optimize tasting room operations.

“Tock’s team didn’t understand how to set up our tasting experiences or manage multiple tables and rooms properly. We had to figure out most of it ourselves.”

Because the system was designed primarily for restaurants, wineries frequently struggle to configure experiences, floor plans, and seasonal offerings for maximum efficiency and guest satisfaction. Without tailored guidance, operational mistakes can reduce capacity, revenue, and the quality of the guest experience.
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8. Limited Customization & Marketing Insights

Wineries feel constrained by restaurant-style templates and lack detailed reporting.

“We are flying blind when it comes to marketing metrics. There’s little transparency around where traffic comes from.”

Brand differentiation and guest journey insights are vital for wine tourism.
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9. Contracts, Fees & Upselling

Some wineries report unexpected fee increases or required upgrades for promised features.

“The Tock business model is a ‘bait and switch,’ selling features that don’t apply once you sign the contract.”

Rigid contracts and unexpected costs reduce operational flexibility.
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10. Challenges for Walk-In & Spontaneous Guests

Mandatory prepayment, rigid booking structures, and inflexibility for large groups frustrate potential visitors.

“The system creates friction for walk-ins and sends welcome messages to your walk-in guests, recommending your neighbor's business for brunch- huh?” — Paso Robles Tasting Room Manager

Wine country thrives on spontaneous visits and flexible scheduling- and helping you generate leads for yourself, not your neighbor's business.
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Takeaway

For wineries, the reservation system is more than a scheduling tool—it’s part of the guest experience and revenue strategy. Wineries choosing Tock should carefully weigh flexibility, revenue alignment, and guest data control before committing.

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