Tock
Tock is a Chicago-based cloud hospitality reservation platform serving fine dining restaurants, wineries, and experiential venues with prepaid bookings and event ticketing. Acquired by American Express for $400M in 2024, it is being merged into Resy.
- Company typePrivate
- Founded2015
- HeadquartersChicago, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Tock does
Tock is a cloud-based restaurant and experiential hospitality reservation platform founded in 2014 by Nick Kokonas and headquartered in Chicago. The platform supports multiple booking formats — dine-in reservations, pickup, delivery, event ticketing, and winery/tasting room experiences — within a single configurable system that handles party sizes, time slots, prepaid deposits, and ticket sales for tasting menus and special events. Its core technical differentiation has been prepaid reservation capability and event ticketing for high-end venues, with a product surface that extends to curated content collections (Tock 10) and editorial coverage of James Beard Award finalists and Michelin-recognized restaurants.
Tock generates revenue primarily through SaaS subscriptions paid by restaurant operators and ancillary per-cover or per-transaction booking fees processed through the platform. Its customer base is concentrated in the fine dining, winery, and experiential dining segments, with selected expansion into hotels and resorts via the 2024 Curator Hotel & Resort Collection partnership. Following its 2019 acquisition by Squarespace, Tock was acquired by American Express in June 2024 for $400 million in cash; as of early 2026, AmEx has announced the merger of Tock into its existing Resy platform, sunsetting the Tock brand and consolidating approximately 25,000 venues under Resy to compete with market leader OpenTable.
Tock firmographics
Firmographics- Name
- Tock
- Legal name
- Tock, LLC
- Website
- https://exploretock.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- Tock is a Chicago-based cloud hospitality reservation platform serving fine dining restaurants, wineries, and experiential venues with prepaid bookings and event ticketing. Acquired by American Express for $400M in 2024, it is being merged into Resy.
- Ownership category
- akta.pro rank
Tock industry classification
Industry- Product category
- Restaurant Reservation Software
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Restaurant Reservations & Dining Booking Platforms (BPAMAIAK)
- akta.pro secondary industries
- Dining Reservations & Restaurant Booking (HSACALAF), Venue & Facility Reservations (Private Rooms, Event Spaces) (HSACALAJ)
Keywords
Where Tock is headquartered
LocationHeadquarters
- HQ city
- Chicago
- HQ country
- United States
- HQ region
- North America
Markets served
Tock business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Platform Subscriptions: Restaurants pay subscription fees to use Tock's reservation platform, similar to other SaaS reservation systems like OpenTable and Resy
- Transaction/Booking Fees: Platform likely charges per-cover or per-transaction fees for reservations processed through the system
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer restaurant booking - prices vary by venue |
| Subscription | Monthly | Restaurant operator SaaS pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Tock product offering
Product offeringCore offering
Tock is a cloud-based hospitality reservation and booking platform that enables restaurants, wineries, and experiential venues to manage dine-in reservations, pickup orders, delivery, and event ticketing through a single system. The platform pioneered prepaid reservations that allow venues to collect deposits and sell tickets for tasting menus, private dining events, and special culinary experiences. Following its 2024 acquisition by American Express, Tock serves approximately 8,000 venues primarily in the fine dining and winery segments across the US, Canada, and Australia.
Product overview
Tock is a hospitality reservation and booking platform that has evolved from its origins in fine dining and prepaid reservations into a comprehensive multi-experience booking platform. The core offering centers on restaurant table reservations (dine-in) with support for pickup orders, delivery, event ticketing, and winery/tasting room bookings. Tock also curates restaurant collections through its 'Tock 10' program and maintains editorial content via its blog. The platform previously operated as a standalone brand but is now being merged into American Express's Resy platform, combining approximately 25,000 venues under unified management. Key product features include prepaid reservations for guaranteed seating, multi-experience tables accommodating diverse dining formats, and integration with Toast POS systems and CRM platforms like Loyalist and Fishbowl.
Differentiator
Problem solved
Functional benefit
Products and services
- Restaurant Reservations (Dine-in)
- Pickup Orders
- Delivery
- Events (Event Ticketing)
- Wineries & Tasting Rooms
Quantifiable outcome
- 67% of diners seek immersive experiences beyond standard reservations, driving 30% higher average checks and 80% more repeat guests
- +1 more outcomes
Companies that use Tock
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Tock technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Tock partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and moderate.
- ResycoreTock is being merged with Resy under the Resy brand. Approximately 8,000 Tock venues will join Resy's ~17,000 venues, creating a combined platform of ~25,000 restaurants. Tock's website and app will be discontinued.
- American Express Global Dining Advisory BoardmoderateAdvisory board formed by Resy and Tock involving hospitality groups and restaurant representatives to guide product development and address industry challenges including reservation fraud, AI adoption, and sustainable growth
- ToastcoreToast and American Express (parent of Resy and Tock) announced a strategic technology partnership to combine data from Toast POS systems with Resy and Tock reservation platforms, enabling personalized dining experiences for restaurants.
- Curator Hotel & Resort CollectionmoderateTock announced partnership to provide reservation, table management, and event ticketing tools to Curator hotel properties, marking Tock's expansion from restaurants into hotels and resorts. Hotels pay per-location, per-month subscription fees.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Tock competitors and assessment
Company assessmentOthers
- Squarespace: Former parent company of Tock before the American Express acquisition. Adjacent as a website builder and commerce platform for restaurants and hospitality businesses; thematically connected as a former owner rather than a direct competitor.
- American Express Global Dining: Strategic acquirer and parent of Tock (and Resy), operating card member dining programs and the Global Dining Advisory Board. Related as the distribution engine and ecosystem orchestrator that determines Tock's go-to-market trajectory.
Regional players
- Quandoo: Restaurant reservation platform with strong presence in Europe and Asia-Pacific markets. Comparable to Tock as a booking SaaS for restaurants, though primarily competing in geographies where Tock does not operate.
Broad incumbents
- Toast: Leading restaurant POS platform that recently announced a strategic integration with Resy and Tock. Comparable as a broad restaurant technology incumbent now extending from POS into reservation and guest data, directly overlapping Tock's roadmap.
Direct peers
- Yelp Reservations: Reservation booking product embedded within Yelp's local discovery platform. Comparable to Tock as a reservation SaaS surface for restaurants, though with broader SMB mass-market positioning rather than fine-dining specialization.
- OpenTable: Category-leading restaurant reservation platform with 60,000+ restaurants globally. Directly comparable as the primary SaaS reservation and booking competitor to Tock, offering diner discovery, table management, and guest management tools.
- SevenRooms: Restaurant CRM, reservation, and guest experience platform serving hotels, restaurants, and nightlife operators. Comparable to Tock as a reservation and guest data SaaS targeting premium hospitality operators, with a strong CRM layer.
- Resy: American Express-owned restaurant reservation platform with ~17,000 venues, being merged with Tock in 2026. Closely comparable in product (reservation SaaS, diner discovery, prepaid ticketing) and customer base (fine dining and experiential venues).
- TheFork: European restaurant reservation platform owned by Tripadvisor, operating across 11+ countries with tens of thousands of restaurants. Comparable as a booking platform and a potential AmEx acquisition target alongside Tock to expand the dining network globally.
Emerging players
- CoverManager: Restaurant reservation and table management SaaS with growing presence in Europe and Latin America. Comparable to Tock as a reservation platform targeting restaurant operators, with overlapping capabilities in table management and guest CRM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Tock social profiles
Digital presenceTock financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tock leadership team
Management profileNumber of profiles
Profiles4 records
Tock funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tock M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tock
What does Tock do?
Tock is a cloud-based hospitality reservation and booking platform that enables restaurants, wineries, and experiential venues to manage dine-in reservations, pickup orders, delivery, and event ticketing through a single system. The platform pioneered prepaid reservations that allow venues to collect deposits and sell tickets for tasting menus, private dining events, and special culinary experiences. Following its 2024 acquisition by American Express, Tock serves approximately 8,000 venues primarily in the fine dining and winery segments across the US, Canada, and Australia.
Is Tock a public or private company?
Tock is a private company. It is classified as corporate owned and is currently acquired.
When was Tock founded?
Tock was founded in 2015. It employs 101 to 250 people.
Where is Tock based?
Tock is headquartered in Chicago, United States, in the North America region.
How does Tock make money?
Two revenue lines are on record. Platform Subscriptions are the primary driver. The others are transaction/Booking Fees.
Who are Tock's main competitors?
Others on record are Squarespace and American Express Global Dining. Quandoo is listed as a regional player. Toast is listed as a broad incumbent. Direct peers are Yelp Reservations, OpenTable, SevenRooms, Resy and TheFork. CoverManager is listed as an emerging player.
Does Tock have an API?
No public API is recorded for Tock.
What industry is Tock in?
Tock's product category is Restaurant Reservation Software. Its primary akta.pro industry code is BPAMAIAK, Restaurant Reservations & Dining Booking Platforms, with a secondary code of HSACALAF, Dining Reservations & Restaurant Booking. Its SIC code is 7372.