Podcast Summary: The Current Podcast – "Resy’s Hannah Kelly on Building Community and Connection"
Release Date: October 16, 2024
Host/Author: The Current
Guest: Hannah Kelly, Chief Marketing Officer (CMO) of Resy
1. Introduction to the Episode
In this episode of The Current Podcast, hosts Damian Fowler and Ilyse Liffreing engage in an insightful conversation with Hannah Kelly, the Chief Marketing Officer of Resy, a leading restaurant reservation platform owned by American Express. Kelly brings her extensive 14-year experience from American Express to discuss how Resy fosters community and connection within the dining industry.
2. Leveraging Customer Data for Strategic Marketing
Hannah Kelly emphasizes the pivotal role of customer data in shaping Resy's marketing strategies. She highlights how American Express's deep data insights, particularly in dining spend—which reached $100 billion in 2023—have been instrumental in guiding Resy's initiatives.
“The premise of the Resy acquisition was based on American Express's deep use of data... connecting the world's best restaurants to the world's best diners on a proprietary basis.”
— Hannah Kelly [00:48]
3. Brand Initiatives: Reservation Ships, Shareable Hit Lists, and Discover Tab
Kelly outlines three primary campaigns developed in response to their research indicating that 50% of millennials and Gen Z consumers worry about making the perfect reservation.
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Reservation Ships: Launched in 2023, this brand platform positions Resy as more than just a reservation tool, but a trusted partner for important dining moments.
“Resy is more than reservations. It’s being that trusted partner in crime when you don’t know where to go...”
— Hannah Kelly [01:39] -
Shareable Hit Lists: Introduced recently, this feature allows users to create and share curated lists of restaurants based on themes like date nights or kid-friendly options, fostering confidence in their dining choices.
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Discover Tab: This latest addition integrates over 2,000 restaurants and 300 editorial stories into the app, guiding users in discovering and celebrating new and beloved dining establishments.
4. Influence of Insights on Resy’s Strategy
Kelly discusses how guest research and data analytics inform Resy's decisions on restaurant partnerships and feature development. By understanding where diners are searching and dining, Resy tailors its platform to meet evolving consumer needs.
“We use insights to decide what cuisines might be missing and which underrepresented restaurants we need to bring onto our platform.”
— Hannah Kelly [03:42]
5. Promoting Diversity and Underrepresented Cuisines
Resy actively works to highlight diverse and underrepresented cuisines. Kelly shares past initiatives, such as supporting Chinatown during the COVID-19 pandemic and promoting Black-owned restaurants in the wake of social movements, ensuring Resy contributes to a more inclusive dining landscape.
“We did a ton of work around highlighting the importance of Chinatown and celebrating Black owners and chefs in our community.”
— Hannah Kelly [05:02]
6. Editorial and Curated Content Strategy
Kelly elaborates on Resy's approach to content creation, which goes beyond mere reservations. An entire editorial team curates stories and franchises like "The Ones Who Keep the Books," which explore restaurant operations and secrets to success.
“Our editorial stories go beyond menus and hours, offering behind-the-scenes looks and deeper narratives that resonate with our users.”
— Hannah Kelly [06:03]
7. Building Experiences and Partnerships
Resy elevates its platform by creating experiential events and fostering collaborations with top restaurant partners. An example is the partnership with Unapologetic Foods, which led to exclusive dining experiences in multiple cities, enhancing both brand visibility and community engagement.
“We hosted an hour-long wait at the Anna Jack Thai Experience, demonstrating how authentic partnerships can create buzz and drive demand.”
— Hannah Kelly [10:19]
8. Hannah Kelly’s Journey and Philosophy
Drawing from her extensive tenure at American Express, Kelly emphasizes a customer-obsessed mindset. She recounts her role in launching Small Business Saturday, underscoring the importance of understanding and addressing customer needs to drive meaningful initiatives.
“Being fixated on the mindset of your customer base is crucial. It’s about understanding their needs and translating that into impactful actions.”
— Hannah Kelly [13:12]
9. Future Goals for Resy and Integration with American Express
As Resy celebrates its 10-year anniversary, Kelly outlines ambitious goals to deepen Resy's role as a critical partner for restaurants. She envisions Resy not just as a reservation platform but as a trendsetter and essential destination for culinary discovery, exemplified by collaborations like the integration with Disney’s The Bear.
“We want Resy to be the destination that curates and sets trends in the culinary world, helping restaurants scale and telling their unique stories.”
— Hannah Kelly [15:53]
10. Resy’s Role in the Evolving Food Culture
Post-COVID, Kelly observes a heightened appreciation for restaurants as communal spaces. She believes that Resy plays a vital role in sustaining the cultural significance of dining out, leveraging the platform's status as a form of cultural currency to support and drive demand for restaurants.
“Reservations are a form of cultural currency, and our job is to harness that moment to help prop up more restaurants and drive demand.”
— Hannah Kelly [18:18]
11. Conclusion
Hannah Kelly's insights reveal Resy's comprehensive approach to building community and connection within the dining industry. By leveraging data, promoting diversity, creating curated content, and fostering authentic partnerships, Resy positions itself as an indispensable partner for both diners and restaurants.
“Resy is about the relationships we broker between restaurants and the broader industry and community.”
— Hannah Kelly [19:47]
This episode offers a deep dive into how Resy, under Hannah Kelly’s leadership, is redefining the restaurant reservation experience by prioritizing community, diversity, and meaningful connections.