As competition among reservation platforms intensifies, Tock is making a strategic shift at a pivotal moment in the industry. After a decade of organic growth fueled by partnerships with world-class restaurants, the platform is embracing a more aggressive marketing approach under its first year as an American Express company. Central to this effort is the launch of “Tock 10,” a curated campaign celebrating standout restaurants and deepening engagement with diners. In this Q&A, Matt Tucker, Head of Tock, discusses the evolving ‘Reservation Wars,’ the company’s bold new direction, and how its focus on storytelling, experience-driven bookings, and strategic partnerships is shaping the future of restaurant reservations.
The competition among reservation platforms has intensified in recent years. How does Tock differentiate itself from competitors in attracting both restaurants and diners?
While competition among reservation platforms has intensified, Tock has been steadfast in creating innovative products that help our customers adapt to the industry’s, and guests’, ever-changing needs. From our very beginning, where we created fully pre-paid reservations for fine dining restaurants, to today, where we recently released the incredibly innovative Multi-Experience Tables product, we believe that long-term, restaurant operators who want to maximize profitability and provide the highest level of hospitality, will work with Tock.
We offer restaurants a differentiated solution that emphasizes experiences, with white glove support from seasoned hospitality veterans. Our tools—variable pricing, event ticketing, and prepayment options—can help maximize revenue and reduce no-shows, while our promotion of unique experiences helps diversify offerings beyond standard bookings.
The quality of our platform attracts the world’s best restaurants, including Michelin-starred establishments, World’s 50 Best winners, and James Beard Foundation honorees, naturally drawing discerning diners seeking exceptional experiences.
The recent acquisition by American Express only strengthens our market position with our sister brand Resy. Together, we are working toward a unified future in hospitality with the powerful backing of American Express. We will integrate platforms, over time, to help businesses drive more revenue, provide a better guest experience, and access a broader combined guest network.
What prompted the shift to a more aggressive marketing strategy, including paid advertising to diners, and how does the “Tock 10” campaign fit into this new approach?
For nearly a decade, Tock has grown through a combination of word-of-mouth, organic adoption, and strategic marketing. Restaurants saw the value, switched to Tock, and recommended it to their peers. While we’ve consistently invested in paid advertising to our target audiences, we recognized an opportunity to take a more proactive approach to reach diners too.
The ‘Tock 10’ campaign is a cornerstone of this strategy. Tock 10 is not a ranking; it’s a curated collection each month that tells the stories behind some of the most exciting restaurants and wineries on Tock. By leaning into storytelling, we’re creating a stronger connection between diners and the incredible hospitality partners that make Tock stand out.
“The Firsts” list highlights long-standing relationships with key restaurant partners. What role do these early adopters play in shaping Tock’s evolution, and how does Tock continue to support restaurant success today?
The restaurants that believed in Tock early on played a critical role in shaping our platform (and continue to play a role in helping us today). They challenged us, provided feedback, and helped refine our approach to reservations, experiences, and hospitality technology. Today, we continue to support them by evolving our platform to meet their needs. Our commitment to these partners remains strong, and we see their success as a key measure of our own.
The March collection will focus on an entirely different theme and set of businesses. While in the works, we’re looking forward to launching this at the end of the month.
The “Tock 10” campaign places a strong emphasis on storytelling and curation. How does this strategy enhance the diner experience and drive more meaningful bookings for restaurants?
The ‘Tock 10’ campaign highlights the passion, creativity, and dedication that make each featured restaurant or winery unique. By doing this, we’re creating more than just a reservation platform—we’re making Tock a destination for discovery. This approach enhances the diner experience and drives meaningful bookings for restaurants. Instead of simply filling tables, we’re helping restaurants attract guests who genuinely appreciate their craft and are more inclined to return.
What are the biggest challenges facing the restaurant reservation industry today, and how is Tock helping its partners navigate them?
The biggest challenges facing the restaurant industry today include rising operational costs, labor shortages, and shifting diner behaviors. Restaurants need technology that does more than take reservations—they need tools that help them drive revenue, optimize their dining room, and build stronger relationships with guests. Tock addresses these challenges by offering flexible booking models, direct guest engagement tools, and data insights that help restaurants make informed decisions.
The Future of Tock: What can we expect looking ahead?
Looking ahead, we’re focused on making Tock an even more powerful platform with Tock and Resy coming together to shape the future of hospitality. By combining the strengths of each platform, we’re set out to build some of the best solutions for our hospitality partners, which will include a powerful network of over 70 million registered Tock and Resy users, enabling our partners to reach more guests than ever before, and the ability to book all 27,000 Tock and Resy businesses worldwide in one place.
In the near term, expect continued investment in features that enhance hospitality such as more personalization, deeper integrations with restaurant tech stacks, and new ways for diners to discover and engage with restaurants. We’re excited to share that enhancements to our Notify feature will be launching in late March, giving diners more opportunities to secure tables while helping restaurants fill every seat. Ultimately, our goal remains the same: to help restaurants thrive by providing the best tools to manage their business and connect with their guests.
