American Express's Resy Focuses On Customer Experience In First Global Campaign

Resy wants to own the dining category -- but not just for food. It wants to own the whole experience, from searching for the perfect eatery to finding the ideal location, best service and experiential mood. It has even created and trademarked its own vernacular. 

On Monday, Resy announced the launch of its first global brand campaign.

The reservation site and app will help consumers search for and find the best eateries -- as well as booking reservations -- at some of the most sought-after restaurants.

The focus for Resy's campaign is on customer experience and service -- as for its parent company American Express.

The global brand campaign, which launched Monday in the United States and in the United Kingdom, calls on consumers to embrace their “Reservationships” -- a noun that Resy created, coined and trademarked.

The campaign creative, led by global creative agency Dentsu, aims to convey a relationship of “magic, discovery, connection, and Chef’s kiss cuisine, as well as lots of reservations, according to Hannah Kelly, Resy CMO.

Kelly previously worked at American Express and spearheaded the idea to create a special space in the hospitality industry by acquiring the company and building the business.

“We feel there is an opportunity for us to own dining as a category,” she said. “We are the matchmaker responsible for connecting the world’s best guests to the world’s best restaurants.”

In March, Resy had a record number of reservations on its search platform, and saw more than 60% of AMEX consumer accounts coming in as new members who are Gen Z and Millennials. That overlaps with the population on Resy.

Reservations are at an all-time high, and dining is the second-highest transition type -- second only to retail among all spenders, according to company data.

With 40 million users globally and more than 400 million reservations booked since launch, Resy helps diners discover -- and get into -- desirable and high-quality restaurants. Recent data commissioned by Resy showed that 48% of respondents are worried about ensuring they have a good reservation, while 51% of Gen Z and Millennial diners are concerned about choosing the right restaurant to impress their guests.

The campaign will highlight the Resy experience, which includes lighting, music, service, ambience and more. Photographer Amy Lombard created the images for the campaign featuring restaurants with real menu items and staff to make the campaign as authentic as possible.

The company also implemented a new media buying strategy across a variety of mediums such as out of home, social media such as Meta and TikTok, display, online video and connected television (CTV), and Paid Search.

For the first time, Resy is using high-impact OOH in New York City on Broadway between 44th and 45th Street this week, as well as CTV and TikTok -- and will send personalized Year in Review-style emails to users showcasing diners' Reservationships status and timelines.

Resy also this week will host a pop-up in Flatiron Plaza to help New York City diners book hundreds of reservations to some of city’s most exciting restaurants including Five Acres, Golden Diner, Cosme, Le Dive, Emmett’s on Grove, Wayan, Shukette and more.

The plan also is to open the reservation books and book back tables to restaurants across New York City, Los Angeles, Miami, D.C. San Francisco, and Chicago.

The campaign is international. In the U.K. from May 15-19, Resy will release reservations to exclusive experiences at five of London’s most popular and desirable restaurants: Ikoyi, Rambutan, F.K.A.B.A.M. (formerly Known as Black Axe Mangal), Kurisu Omakase, and STRAKER'S.

Kelly said the company is working on loyalty and offers for AMEX card members who use Resy.

For now, premium card members looking for reservations who are Resy Global Dining members can put their card on file to get access to special reservations and times for the most in-demand restaurants. This also gives members access to priority notifications for any cancellations or time openings.   

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