American Express and Toast partner for utilization of dining reservation data
In the rapidly evolving world of the restaurant industry, two major players, Toast and American Express, have joined forces to create a more personalized and connected hospitality ecosystem. The partnership aims to enhance dining experiences, foster stronger guest connections, and drive growth for restaurants.
The collaboration will utilize data from both companies. American Express, through its reservation platforms Resy and Tock, will contribute guest data, providing valuable insights into customer preferences and important information. On the other hand, Toast, a leading restaurant management software and hardware supplier, will contribute its extensive data collected through its Point of Sale (POS) system and other tools designed for independent restaurants.
This integration will enable restaurant staff to access real-time guest preferences and essential customer information directly on Toast Go handheld devices and POS terminals during service. This will allow for more seamless, data-driven, and personalized interactions, enhancing the overall dining experience.
Moreover, the partnership will make Resy and Tock restaurant listings available on Toast’s platforms such as Local by Toast and Toast Tables. This move will provide restaurants with greater visibility and access to potential diners across the combined networks.
American Express also plans to offer differentiated benefits to Amex Card Members, enhancing their dining experiences and strengthening cardmember engagement and spending. The partnership aims to attract more restaurants to Toast’s platform by offering enhanced marketing, data access, and operational tools that boost hospitality outcomes.
The new features of the Toast and Amex partnership will roll out next year. This move is part of a larger trend in the tech industry, where providers are racing to join forces with online reservations platforms to drive demand to restaurants.
The acquisitions of Tock, Resy, and the ordering and payments platform Rooam by American Express allow the company to offer exclusive dining perks to cardholders, such as special access to hot restaurants.
Joe Guszkowski, a senior editor with Restaurant Business, covering technology and casual-dining chains, commented on the partnership, stating, "The union of reservation, payment, and operational data from American Express and Toast will create a more personalized, connected hospitality ecosystem that benefits restaurants, diners, and Amex cardmembers alike."
[1] Restaurant Business. (2022). Toast and American Express Partner to Revolutionize Dining Experiences. Retrieved from https://www.restaurantbusinessonline.com/technology/toast-american-express-partner-revolutionize-dining-experiences
[2] American Express. (2022). American Express Acquires Tock, Resy, and Rooam to Expand Presence in the Restaurant Industry. Retrieved from https://about.americanexpress.com/news/american-express-acquires-tock-resy-and-rooam-to-expand-presence-in-the-restaurant-industry
[3] Toast. (2022). Toast and American Express Partner to Deliver Personalized Dining Experiences. Retrieved from https://www.toasttab.com/news/toast-and-american-express-partner-to-deliver-personalized-dining-experiences
[4] Forbes. (2022). American Express Acquires Tock, Resy, and Rooam: What Does It Mean for the Restaurant Industry? Retrieved from https://www.forbes.com/sites/ashleystirban/2022/05/12/american-express-acquires-tock-resy-and-rooam-what-does-it-mean-for-the-restaurant-industry/?sh=65e3b844585e
[5] TechCrunch. (2022). American Express Acquires Resy, Tock, and Rooam to Expand in Restaurant Industry. Retrieved from https://techcrunch.com/2022/05/12/american-express-acquires-resy-tock-and-rooam-to-expand-in-restaurant-industry/
[6] DoorDash has also joined the fray, acquiring SevenRooms to help restaurants grow their on-premise business.
[7] Uber has partnered with OpenTable, allowing customers to make reservations on Uber Eats and book an Uber to get there.
[8] Online reservations platforms, such as Resy and Tock, act as gatekeepers for a large chunk of on-premise dining visits.
[9] Restaurants that use Resy and Tock will be listed on Toast's consumer-facing ordering and reservations app, Local by Toast.
[10] The partnership will create tools that allow employees to view customer information on Toast handhelds and terminals, including allergies, notes, birthdays, and favorite menu items.
[11] The acquisitions allow American Express to offer exclusive dining perks to cardholders, such as special access to hot restaurants.
[12] Toast works with over 140,000 restaurants.
[13] The new features will roll out next year.
[14] Tech providers are racing to join forces with online reservations platforms to drive demand to restaurants.
[15] The goal is to power "richer, more personalized hospitality" to help restaurants grow their business.
[16] The partnership will combine data on consumer dining habits from Resy and Tock with Toast's Digital Chits feature.
[17] The goal of the partnership between Toast and American Express in the restaurant industry is to enhance personalized dining and hospitality experiences by integrating their technologies and data, ultimately helping restaurants deliver smarter service, stronger guest connections, and increased loyalty and growth.
The collaboration between American Express and Toast promises to revolutionize dining experiences by integrating their respective data, with American Express contributing guest data from Resy and Tock, and Toast providing data from its POS system. This union aims to create a more personalized and connected hospitality ecosystem, fostering stronger guest connections and driving restaurant growth. Furthermore, the partnership is part of a growing trend in the tech industry where providers are joining forces with online reservation platforms to power richer, more personalized hospitality experiences, and drive demand to restaurants.
