Amex and Resy Introduce “Order In, Help Out” Campaign in Support of Independent Restaurants
Continuing its efforts to support small businesses, American Express is now turning its attention specifically to independent restaurants. This week, the card company alongside Resy — a restaurant reservation platform acquired by Amex in 2019 — announced the “Order In, Help Out” campaign, encouraging consumers to help their local eateries. Specifically, the brands have been promoting the hashtag #TakeoutTuesday in the hope that diners will make these visits to independent restaurants a weekly ritual. It also happens that Tuesday is traditionally one of the slowest nights of the week for dining establishments.
Of course, the #Takeout Tuesday campaign comes as many restaurants across the nation continue to struggle due to the economic impacts and governmental restrictions put in place due to the pandemic. According to a recent American Express Independent Restaurant Insight Study, the vast majority (89%) of restaurant owners reported that they’re currently relying on takeout orders to keep their doors open. On that note, the study also estimates that takeout orders can generate more than $700 million in daily sales for the restaurant industry.
Similar to what Amex has previously done for events such as Small Business Saturday and their year-round Shop Small efforts, Resy and American Express will be offering ” Takeout Toolkits” to help promote the movement. Currently, owners can find some materials at AmericanExpress.com/ShopSmall, while additional toolkit items will be available on Resyos.com/Takeout starting February 17th. Restaurants can also apply to add themselves to Amex’s Shop Small map.
In a press release announcing the campaigns, American Express’s Chief Marketing Officer Elizabeth Rutledge spoke to the inspiration for the promotion, saying, “We all miss our favorite local restaurants – the places where we’ve shared meals with family, celebrated special occasions with friends and relied on for late night cravings. As those experiences have been put on hold, the survival of our favorite places are in jeopardy.” Rutledge continued, “With Order In, Help Out, we hope to inspire people to help keep our local restaurants in business, especially during the winter months, one of the slowest and toughest times of the year.”
The launch of Order In, Help Out happens to correspond with American Express adding temporary dining credits to a number of their co-branded travel cards. Customers with select Delta, Hilton, and Marriott cards (and who held the cards as of January 1st) can activate an Amex Offer for up to $220 in statement credits when they make eligible dining purchases. The size of these credits depend on which card product customers have, but range from $5 to $20. Each can be used up to 11 times — once per month now through December 31st. Meanwhile, Amex notes that the American Express Green and American Express Gold card earn 3X points and 4X on dining purchases respectively.
Obviously Amex and Resy aren’t the first to promote the idea that those who can, should lend a hand to local restaurants by ordering takeout from them. Nevertheless, the campaign serves as an important reminder as the impacts of the pandemic continue. Additionally, launching these efforts while also adding dining credits to a number of their co-branded cards could inspire cardholders to utilize these perks as a means of helping their local restaurateurs. As a result, the Order In, Help Out could well be a win for all involved.