American Express and Resy have launched the Every Resy Counts reservation drive, which is aimed at encouraging millions of consumers across the country to eat at independent restaurants through the end of March, according to a Thursday (Feb. 24) press release.
It’s part of the company’s Let’s Grab a Table marketing campaign, which is targeted at bringing attention and support to independent restaurants across the U.S. The first million reservations made on Resy will unlock a $500,000 charitable donation to Southern Smoke, a crisis relief organization supporting the food and beverage industry.
Every subsequent million reservations will lead to AmEx and Resy covering up to $99 per diner for up to six people at select restaurants across the country.
“As we approach the two-year mark of the pandemic, restauranteurs continue to need community support to help make up for lost revenues,” American Express Chief Marketing Officer Elizabeth Rutledge said in the announcement.
“By rallying together, we hope to inspire consumers to grab a table at independent restaurants throughout March, and beyond, to help them continue to get back on their feet,” she said.
Last year, American Express led the “Order In, Help Out” campaign, which encouraged consumers to order takeout when in-restaurant dining was not an option, making #TakeoutTuesday a weekly occurrence. Amex also initiated the Backing Historic Small Restaurants Grant Program last year, doling out $1 million in financial assistance to historic U.S. restaurants.
“What restaurants need is diners to dine and seats to be filled,” said Alex Lee, vice president and general manager of Resy and the American Express Global Dining Network. “We have always been committed to connecting amazing restaurants and passionate diners, and now we’re putting our full muscle and combined resources behind the campaign to support the restaurant community.”
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Meanwhile, larger restaurant and dining establishments are trying new ways to woo and keep their customers. Mexican-inspired quick-service restaurant (QSR) chain Taco Bell and health-focused fast-casual chain Sweetgreen have announced subscription initiatives this year, joining some of the coffee-related subscriptions that help millions of consumers kickstart their days.