American Express is taking control of restaurant reservations
CTV
Trying to get a table at a buzzy new restaurant in New York or Los Angeles? You’ll have better luck if you’re an American Express cardholder and pay the requisite hundreds of dollars in fees.
Trying to get a table at a buzzy new restaurant in New York or Los Angeles? You’ll have better luck if you’re an American Express cardholder and pay the requisite hundreds of dollars in fees.
American Express announced last week that it’s buying Tock, a booking app for around 7,000 restaurants, bars and other venues, for US$400 million.
American Express already owns Resy, a rival restaurant booking app, and gives special table access to Amex customers that are not available to other customers. American Express Platinum cardholders (US$695 annual fee) and Delta SkyMiles Reserve customers (US$650 a year) receive exclusive reservations at hard-to-get restaurants and first dibs when cancellations pop up.
Rajesh Bhardwaj, the owner of Junoon in New York City — one of the first Indian restaurants in the United States to earn a Michelin star — and other restaurants, said that Amex has helped his eateries connect with new customers and develop events and curated menus to target specific Amex customers.
“It’s good news for restaurants,” he said of Amex’s involvement in Resy and now Tock.
But experts say that Amex’s acquisition gives the credit card company more control over velvet rope access to dinner — and who is shut out. People who don’t have Amex cards could have a harder time landing reservations.
Reservations at hot restaurants have become nearly impossible to snag in major cities in recent years, in part due to social media and the rise of food influencers and websites. Bots, table resellers and “private reservationists” have emerged to help deep-pocketed customers secure tables. New York recently passed legislation cracking down on the black market reservation system.
