Elevating Dining with Exclusive Access
Introducing Global Dining Access: Exclusive Reservations for AMEX Card Members
Project Overview
Global Dining Access (GDA) was American Express's first major collaboration with Resy after the 2019 acquisition. The program gives Amex Card Members invite-only priority reservations at some of the best restaurants in the country. Zuzu was brought in to build the launch — the creative, the film, and every piece of communication restaurants would see before deciding whether to join.
The Tasks
- A 2:30 live-action film featuring the chefs and owners behind three of America's most celebrated restaurants.
- A sales one-pager for the Resy and Amex field teams.
- An email invitation to a carefully chosen list of restaurants.
- A landing page that made the program's benefits legible in under a minute.
Our Process
The story wasn't the platform. It was the people behind the restaurants — Michael Solomonov at Zahav, the team behind Don Angie, Nancy Silverton at Osteria Mozza. We partnered with our production team at PMGR and traveled to Philadelphia, New York, and Los Angeles to film on location, letting the chefs speak in their own kitchens about what makes their restaurants worth the best table in the house.
Results
The first launch email saw nearly every invited restaurant sign on. By 2023, GDA was hosting 83 live, exclusive events a year for Amex Card Members. The program has continued to expand since.
Conclusion
A culinary movement built one reservation at a time, and a model for how Amex and Resy collaborate on programs that sit at the intersection of both brands.