A High-Profile Collaboration Spotlights the Shift (Image Credits: Pixabay)
American Express positioned Resy for greater reach by integrating Tock’s extensive venue list into its platform this summer.
A High-Profile Collaboration Spotlights the Shift
San Francisco’s Mister Jiu’s launched a special 10th anniversary dinner series featuring renowned Chinese chefs from around the world. The event drew quick sellouts with tables priced at $285 per guest for elaborate multi-chef menus. Executive chef Brandon Jew described it as a creative venture too ambitious for the restaurant to fund alone.
Resy sponsored the series and granted Amex cardholders early booking access 48 hours ahead of others. This approach formed part of a broader push to host numerous events throughout the year. The strategy aimed to attract more diners to participating restaurants while encouraging venues to join the platform.
Details of the Resy-Tock Integration
Amex acquired Resy in 2019 and Tock in 2024, bringing together two platforms originally designed to disrupt the market leader, OpenTable. The merger added about 8,000 Tock venues – including wineries, unique spots like tattoo parlors, and even a goat farm – to Resy, expanding its total to 25,000 locations. Tock’s consumer-facing brand will phase out, streamlining operations under Resy.
Pablo Rivero, CEO of Resy and Tock, emphasized the vision: “Resy will be the singular app for the best culinary experiences used by the hospitality world’s most ambitious operators, with a membership benefit for card members.” Diners will access identical tables and experiences from Tock, such as farm tours or tastings, without disruptions. Restaurants reliant on Tock’s management tools will see minimal changes beyond branding, with options to adopt preferred systems.
Amex Ties Reservations to Card Benefits
The integration aligned with Amex’s efforts to enhance dining perks for cardholders. Last September, the company raised Platinum card fees and introduced a $400 annual dining credit usable at Resy venues. Tock restaurants gained eligibility for this credit starting this summer, with full rollout by late 2027.
Results appeared swiftly. Reservations by linked U.S. Platinum card users surged 36% in the weeks after the announcement, alongside a fivefold rise in account linkages. Those using credits spent 25% more on average. Global restaurant spending by Amex members rose 9% in Q4 2025, but jumped over 20% at Resy spots. Restaurants received data summaries highlighting Amex user value, signaling more high-spending guests ahead.
From Rival Startups to Unified Force
Resy debuted in 2014 with a subscription model for table management, avoiding per-reservation fees that defined OpenTable. Tock, launched the same year by Nick Kokonas inside his Chicago restaurant Alinea, introduced prepaid ticketing to curb no-shows. Both innovations influenced the industry, prompting competitors to adopt similar features.
Tock built loyalty among upscale venues for its adaptable tech and restaurant-focused service. Anya Abrams of Blue Hill praised its origins: “It’s so clear [Tock] was built by restaurant people that understand service.” Amex plans to blend the best tech from both by 2027, preserving what works while adding new capabilities.
Intensifying Rivalry Reshapes the Market
Platforms vied aggressively for top restaurants, offering substantial payments – sometimes reaching seven figures – to secure partnerships. DoorDash acquired SevenRooms for $1.2 billion last year, bundling reservations with delivery incentives. Chase partnered with OpenTable and DoorDash, providing exclusive access and credits to Sapphire holders.
Brandon Jew of Mister Jiu’s noted restaurants’ growing leverage: “Restaurants have a very natural way of being able to storytell and provide experiences… that’s what the reservation systems are interested in providing, especially for their elite users.”
Key Takeaways
- Resy expands to 25,000 venues, uniting Amex’s reservation tools against rivals.
- Cardholders gain early access, credits, and boosted spending power at more spots.
- Restaurants benefit from tech continuity and high-value diner traffic.
As platforms consolidate power, diners stand to win with broader choices and perks, while restaurants negotiate from strength. Will this merger tip the scales for Amex? Share your thoughts in the comments.
