Resy Launches ‘Reservationships,’ A New Global Brand Campaign
The campaign includes a larger-than-life ‘Reserved’ table tent popping up in Flatiron Plaza, exclusive Resy Drops for top restaurants around the country, and creative that brings a relationship with Resy to life
Monday, May 1st, 2023 – With 40 million users globally and over 400 million reservations booked since launch, Resy helps diners discover – and get into – a great restaurant for any occasion. With restaurant reservation demand at an all-time high1, even the savviest diners can feel overwhelmed when they set out to book a reservation. Recent data commissioned by Resy* showed 48% of respondents are worried about ensuring they have a great reservation and 51% of Gen Z and Millennial diners are worried about choosing the right restaurant to impress their guests. Today, Resy unveils a new global brand campaign that calls on diners to embrace their ‘Reservationship’ with Resy to help them find the perfect restaurant reservation every time.
“Reservations have become cultural currency and Resy is at the center of it,” says Hannah Kelly, Chief Marketing Officer at Resy. “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.”
People are dining out more often and booking the right restaurant is something they care deeply about.
Diners said they are excited to try new restaurants:
- 73% agree that they want to bring people together and share an experience
- 71% agree that they want to discover a restaurant they’ve never been to
- 66% of GenZers agree that they want to become a regular at a neighborhood restaurant
But top booking concerns include:
- 42% – too many options to choose from
- 41% – having a large group to book for
- 37% – wanting to impress other guests
The top 5 most stressful people to book a restaurant for, according to those surveyed are:
- 45% – picky eaters
- 32% – people with allergies/intolerances
- 25% – partner/date
- 24% – in-laws/parents
- 16% – people who are passionate about food
To launch the campaign and kickstart Reservationships, on Wednesday, May 3rd, Resy is giving New Yorkers a chance to snag a reservation at a one-day New York City pop-up. From 11:00 a.m. to 6:00 p.m. in Flatiron Plaza (23rd Street, 5h Avenue & Broadway), Resy “reservation matchmakers” will help diners find their perfect restaurant match under a giant “Reserved” table tent. Attendees will leave with a reservation to one of 20 top Resy restaurants: Golden Diner, Five Acres, Nura, Le Dive, Cosme, Emmetts on Grove, House of Red Pearl, Oxomocco, Cafe Spaghetti, The Tyger, Gupshup, Shukette, Maison Premiere, Sunday in Brooklyn, Fish Cheeks, Wayan, Barbuto, La Vara, Gage & Tollner, and Sylvia’s. Also on the menu for the day: tasty treats, restaurant merch, and of course, a hot towel upon arrival.
From May 8th – 12th, Resy will drop even more reservations for 12 top restaurants around the country. Each day at 10:00 a.m. local time at resy.com/drops, Resy will release a night’s worth of dinner reservations for two coveted restaurants in a city: Anajak Thai and Pija Palace in Los Angeles (Monday 8th), Le Diplomate and Rose’s Luxury in Washington, D.C. (Tuesday 9th), Lilia and Tatiana in NYC (Wednesday 10th), Joe’s Stone Crab and Walrus Rodeo in Miami (Thursday 11th), Rich Table and Penny Roma in S.F. and Galit and Elina in Chicago (Friday 12th). Those who snag a reservation for a future dinner date will enjoy special experiences when they dine ranging from off-menu dishes (a summer Thai BBQ at Anajak Thai, “Pickle Brined Fried Chicken” at Rose’s Luxury), to take-home items (Pijja Palace’s ‘Miles’ Masala’ spice blend, Penny Roma’s skin contact ‘pasta water’ wine release, Le Diplomate tote and summer goodies) and more.
“We love album drops and sneakers drops – why not a Resy drop?” Kelly added. “We are celebrating the launch of Reservationships with a special series of reservation drops which underscore that Resy is a destination for access, intel, experience, and booking, all in one.”
The Reservationship campaign creative, led by global creative agency Dentsu, puts in-demand Resy restaurants at the center with bold imagery by photographer Amy Lombard shot at Carbone, The Nines, Dhamaka, Golden Diner and more. The images are paired with lines that emphasize how a Resy reservation leads to an unforgettable experience: “The reservation is the occasion.” “The best plans come plated.” “We know your favorite restaurant, even if you don’t yet.”
Couldn’t grab a Resy in time? Check out The One Who Keeps the Book, Resy’s column that aims to answer all the most important of questions about how to get into a restaurant, and Resy’s ongoing guides to Neighborhood Gems, First Date Destinations, Buzzy Newcomers and more.
*Survey Methodology: This poll was conducted between March 13th – March 20th, 2023 among a national sample of 4,016 General Population Adults. The interviews were conducted online and the data for the General Population was weighted to approximate a target sample of US Adults based on gender, educational attainment, age, race, and region.
1 March 2023 logged the most reservations ever booked in a single month through Resy
