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.
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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