Marketing

Resy's brand platform helps guests score hard-to-get restaurant reservations

Reservationships gives diners access to insider intel and personalized perks, much like upgraded restaurant loyalty programs.
Resy popup
A reservation tent pop ups for one day in New York City to kick off the Reservationships platform./Photo courtesy of Resy.

Online restaurant reservation service Resy is debuting a brand platform called Reservationships on Monday. It’s designed to be more personalized, better matching guests’ needs to a particular restaurant and at times, providing VIP access to coveted tables in top dining destinations.

“Reservations have become cultural currency,” said Hannah Kelly, CMO of Resy, in a statement. “This new brand platform, Reservationships, highlights, celebrates and cultivates deeper connections between guests and restaurants. When you have a ‘Reservationship’ with Resy you get intel on restaurant openings, access to events, tips for where to go and how to get in—and the inside track to restaurants is unlocked.”

In a recent survey commissioned by Resy, 48% of respondents are worried about ensuring they have a great reservation and 51% of Gen Z and millennial diners are concerned about impressing their guests.

Customers also suffer decision paralysis when it comes to booking a table, with 42% saying there are too many options to choose from. Others cite that it’s particularly stressful to make a reservation when dining companions are picky eaters (45%) or really passionate about food (16%). Reservationships can help match restaurants to those and other dining occasions, such as casual or romantic dates.

Resy campaign

Reservationships matches restaurants to diners' needs, like finding the perfect date night spot. / Photo courtesy of Resy

To kick off the launch of Reservationships, Resy is staging a popup Wednesday under a giant “reserved” tent in New York City’s Flatiron neighborhood, where “matchmakers” will help diners find their perfect restaurant match. Attendees will leave with a reservation at one of Resy’s top 20 New York City restaurants.  

Similar popups follow from May 8 to 12 in Los Angeles, Miami, Washington, D.C., San Francisco and Chicago. In each city, Resy will release a night’s worth of dinner reservations at two popular restaurants that are typically booked weeks ahead.

Those who snag a reservation for a future dinner date will enjoy special experiences when they dine—including off-menu items and goody bags to take home.

The campaign takes a cue from the worlds of fashion and music where “drops” tend to generate buzz about a certain brand or new release. “We love album drops and sneakers drops—why not a Resy drop?” Kelly said.

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