Business
The Resy CMO using data to shape your next great meal
For Hannah Kelly, dining is more than a transaction. As chief marketing officer of Resy, the restaurant reservation platform owned by American Express, Kelly sees dining as one of the last bastions of authentic human connection. And she views her job as not just reflecting dining culture, but shaping it.
“We think about it as trend creation,” says Kelly, who spent nearly a decade at AmEx before moving to Resy in 2019 when the company acquired the startup.
Resy has since evolved into both a data engine and a cultural barometer, capable of spotting where diners are going—and where they might go next. Its annual trend report blends analytics, menu insights, and partner conversations into a forward-looking guide for the year ahead. But Kelly says she and her team both observe behavior and actively influence it, using data and storytelling to steer attention toward new cuisines, underrepresented chefs, and off-season dining.
That balance between cultural influence and commercial impact defines her approach. During the pandemic, Resy used its editorial arm to spotlight Chinatown restaurants, countering a wave of xenophobia and economic pressure. Today, that ethos lives on through Resy’s Discover tab, which curates guides and neighborhood collections that encourage diners to explore beyond the usual hot spots. “It’s telling the stories that are untold,” Kelly says.
The company’s close relationship with American Express adds another layer of complexity. Resy has its own growth goals, including expanding its restaurant network and deepening guest engagement, but these efforts align with AmEx’s broader strategy of driving card loyalty and merchant value, says Kelly. By attracting millennial and Gen Z diners who love eating out, Kelly says, Resy strengthens AmEx’s position as the financial backbone of the hospitality industry.
Dining demand, meanwhile, remains strong among key demographics. Kelly notes that eating out has become one of the fastest-growing categories of travel and entertainment spending among younger AmEx consumers, who continue to prioritize experiences over possessions. Her team keeps a close watch on seasonal trends—such as the roughly 30% dip in restaurant revenues annually between December and January—and looks for creative ways to counteract them. One recent campaign utilized stark imagery of empty dining rooms to encourage people to “show up” for restaurants during slower months. This push helped boost engagement and attract new partners, says Kelly, suggesting that data-driven storytelling can serve both industry health and consumer inspiration.
The business also sells table management systems, “which isn’t sexy,” Kelly admits. However, what makes it powerful is the brand affinity that surrounds it. That dual identity enables Resy to innovate through features like Notify, which alerts users when tables become available, and Global Dining Access, a premium experience for AmEx cardholders, while maintaining the emotional appeal that makes the app synonymous with date nights, celebrations, and discovery.
It’s also why Resy has taken a strong stance against reservation fraud and bots. Protecting the dining room, Kelly says, is central to its mission. The company has backed legislation in New York and Florida to curb bot activity, working closely with AmEx’s policy team.
For Kelly, creating fairness in the dining room isn’t so different from building it inside the company. It all comes down to empathy, clarity, and trust, she says, adding that her rise from an American Express executive to CMO of one of the country’s most influential dining platforms is grounded in three traits: hustle, curiosity, and empathy.
Though AmEx is headquartered in New York City, when it comes to American dining’s next geographic frontier, Kelly doesn’t hesitate: Philadelphia, her hometown, she says, noting its surge in national recognition and momentum. “It’s an exciting time for the city.”
