The restaurant industry has always been a cornerstone of community, culture, and commerce. However, as consumer behavior evolves and the challenges faced by restaurateurs become more complex – ranging from razor-thin margins to rising operational costs – technology is stepping in as a game-changer. In a recent discussion on the Wharton Podcast Network‘s Marketing Matters, Hannah Kelly, Chief Marketing Officer at Resy (an American Express company), delved into how restaurants are leveraging SaaS (Software-as-a-Service) platforms and data to adapt, innovate, and thrive in a competitive landscape.
This article explores the insights shared during the interview, focusing on Resy’s role in connecting diners with businesses, fostering experiences, and using data to drive decision-making in the hospitality sector.
The Intersection of Dining, SaaS, and Experiences
Resy, acquired by American Express in 2019, operates as a SaaS platform offering table management and hospitality technology for restaurants. The company exemplifies how modern digital tools are helping restaurateurs streamline operations, improve customer experiences, and drive revenue.
Hannah Kelly explained that Resy’s value extends beyond reservation systems. It acts as a bridge between diners and restaurants, empowering both with tools and insights. Restaurants use Resy’s software on a subscription basis, but the platform also integrates seamlessly with American Express’s broader ecosystem, amplifying value for merchants and cardholders alike.
American Express’s Broader Vision
For American Express, the acquisition of Resy aligns with its shift from being a financial services provider to becoming a lifestyle brand. The company has long been involved in dining – from being part of one of the first credit card transactions at a restaurant to regularly working with chefs and fine dining establishments. In 2024 alone, American Express cardholders spent $87 billion on dining, underscoring the importance of this category to their business.
By combining financial services with dining technology, American Express and Resy aim to enrich both ends of the hospitality spectrum:
- Restaurants: Gain marketing insights, operational support, and access to premium diners.
- Consumers: Enjoy curated experiences, seamless reservations, and exclusive perks.
Transforming Dining Through Experiences
One of the standout themes in the interview was the growing consumer demand for experiences over material goods. Dining is no longer just about sustenance – it’s an opportunity for connection, theater, and cultural exploration. Resy plays a key role in this transformation by offering curated dining events and storytelling opportunities.
Amplifying Partner Stories
Resy collaborates closely with restaurant partners to highlight their unique offerings. One notable example is their work with Unapologetic Foods, a New York-based group specializing in Indian cuisine. Resy supported the group’s nationwide tour aimed at demystifying Indian flavors and showcasing the heritage behind their dishes. This partnership not only brought visibility to Indian cuisine but also strengthened the connection between diners and the culinary world.
Proprietary Events
Resy also creates original programming, such as the Resy Dream Team Dinner Series, which pairs rising chefs with their culinary idols for once-in-a-lifetime collaborations. For instance, this year, up-and-coming chef Yara Herrera partnered with Martha Stewart to craft an unforgettable dining experience. Events like these offer something extraordinary for both chefs and guests, while showcasing Resy’s dedication to fostering creativity in the hospitality space.
Tapping Into Pop Culture
Resy’s impact extends beyond the table and into entertainment. For example, the platform was organically featured in the hit show The Bear, a series celebrated for its authentic portrayal of the restaurant world. This integration highlights how Resy has become a recognized and respected brand within the industry.
The Role of Data in Hospitality
Data is at the heart of Resy’s operations, helping restaurants and the platform itself make smarter decisions. Kelly emphasized that while most small businesses lack dedicated marketing teams or data scientists, Resy fills this gap by leveraging its tools to optimize customer engagement and drive growth.
Data’s Practical Applications
- Personalized Recommendations: Resy uses consumer behavior data to curate recommendations and collections on its app, ensuring customers discover restaurants that match their tastes and preferences.
- Marketing Strategies for Restaurants: Small business owners benefit from insights on diner behavior, allowing them to craft targeted marketing campaigns without needing an in-house team.
- Event Planning: Data informs Resy’s approach to proprietary events and exclusive benefits for American Express cardholders, helping create high-demand offerings.
Meeting Consumer Expectations
Personalization is no longer a luxury – it’s a necessity. By using data to tailor experiences, Resy not only enhances customer satisfaction but also helps restaurants differentiate themselves in a crowded marketplace.
Expanding Beyond Dining
Hannah Kelly hinted at the potential for deeper integration between dining and travel, another core pillar of American Express. Imagine arriving in a city and receiving tailored recommendations for both accommodations and dining – all powered by data and seamlessly connected through one ecosystem.
American Express’s Centurion Lounge program offers a glimpse of this vision. These lounges, located in airports worldwide, feature menus curated by top chefs, blending travel and dining into a cohesive experience.
The Future of Hospitality
As Kelly noted, the restaurant industry is at an inflection point. Post-pandemic, diners are more appreciative of in-person experiences, while restaurateurs are increasingly open to technology that simplifies operations and tells their stories. Resy’s approach – combining SaaS, data insights, and experiential marketing – demonstrates how technology can enhance hospitality while preserving its human essence.
"For restaurants, it’s not just about reservations; it’s about thriving", Kelly emphasized. And for diners, that means more meaningful, memorable meals.
Key Takeaways
- The Power of SaaS: Resy provides restaurants with essential tools, from reservation management to marketing support, all on a subscription basis.
- Experiential Dining: Consumers are prioritizing experiences, and Resy meets this demand through innovative events like chef collaborations and culinary tours.
- Data-Driven Decisions: Resy leverages diner behavior to help restaurants optimize operations, while also personalizing recommendations for users.
- Industry Challenges: Restaurants face challenges breaking through digital noise. Resy acts as a partner, amplifying their voices through editorial content and marketing initiatives.
- Integration with Travel: The future of hospitality lies in connecting dining and travel experiences, a goal Resy and American Express are working toward.
- Supporting Small Businesses: Resy’s tools empower independent restaurants to compete with larger chains by providing them with insights and access to premium customers.
- The Role of Storytelling: Resy helps restaurants tell their stories, fostering deeper connections between diners and chefs.
The restaurant industry may be evolving, but its essence – human connection and shared experiences – remains unchanged. With technology like Resy, restaurants can embrace innovation without losing what makes dining special. It’s a win-win for small businesses and the diners they serve, proving that hospitality and technology can coexist harmoniously.
Source: "Resy American Express Dining Strategy | Restaurant SaaS, Hospitality Trends, Marketing Insights" – Knowledge at Wharton, YouTube, Aug 15, 2025 – https://www.youtube.com/watch?v=qQvFtY5mRO0
Use: Embedded for reference. Brief quotes used for commentary/review.
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