Speaking at The Restaurant Show this week, the former Gaucho managing director said high demand restaurants were wrong to rush diners through their meal by telling them they needed their table back by a certain time.
“There is a terrible culture at the moment that where there is demand customers are treated badly,” he said.
“People are told ‘we need your table at this time’, and it’s the opposite of hospitality.”
Williams revealed that the M group's next project was to introduce a ‘drone-type’ online viewing function where customers could ‘hover’ over and book individual seats and booths in the restaurant for as long as they wished.
“It’s an airline-style function where you choose the seat you want beforehand,” he said.
“Booking a table you can have a four hour lunch if you want. Diners want to be in control of the experience, so it’s taking hospitality to a new level.”
M Restaurants opened its first site in London’s Threadneedle Street last December, and has secured a second site in the Zig Zag building in Victoria after its first venue performed significantly ahead of budget for its first six months.
The first M Wine Store is opening in Victoria this autumn, selling 'premium and unusual' restaurant wines from the six countries from which M sources its steaks (USA, Argentina, France, Italy, South Africa, and Australia).
Williams said it was the 'perfect platform' to offer wines in 'an accessible, unpretentious environment'.