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Urbanspoon may be best known for helping folks find new dining experiences, from sushi restaurants in Seattle to steak houses in Kansas City. But a growing component of Urbanspoon’s business is helping diners make reservations, an area where OpenTable remains the 800-pound gorilla. Since OpenTable’s inception in 1998, the San Francisco company has helped to seat more than 280 million diners at thousands of restaurants.

But Urbanspoon is gaining some steam, with the company telling GeekWire that it helped seat more than one million diners during the month of February. That marks the first time that Urbanspoon has topped the one million diner milestone, and the company says the number should keep growing.

In fact, Urbanspoon earlier this month started a TV ad campaign in Seattle for its online reservation service, a first for the company.

OpenTable is still much bigger. According to the company, it seats roughly nine million diners per month. And it has partnerships with more than 25,000 restaurants.

Urbanspoon’s restaurant count is in the “thousands,” with new features coming to the Rezbook product which are designed to help restaurant owners manage reservations in new ways. The new features will allow restaurants to take reservations for more than 60-days in advance as well as a new permission system for hosts.

Urbanspoon, acquired by IAC in 2009, now boasts a monthly visitor count of 19.5 million.

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