Fishbowl
Fishbowl is a vertical software provider that sells a Guest Relationship Management (GRM) platform combining CDP and CRM capabilities to unify restaurant guest data and power personalized email, SMS, loyalty, offers, and journey automation for more than 50,000 restaurant locations, now operating as Fishbowl by GoTab following its 2026 acquisition.
- Company typePrivate
- Founded2000
- HeadquartersAlexandria, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Fishbowl does
Fishbowl, founded in 2000 and headquartered in Alexandria, Virginia, is a vertical software provider of guest relationship management (GRM) technology for the restaurant industry. Its core product is the Fishbowl GRM platform, which combines customer data platform (CDP) and customer relationship management (CRM) capabilities into a single system purpose-built for restaurants. The platform harmonizes guest data from more than 30 integrated POS, reservation, online ordering, loyalty, and WiFi sources to build 360-degree guest profiles, supports AI-powered audience segmentation, and enables multi-channel marketing execution across email, SMS, push notifications, WiFi, and on-premise offers. Modular products include Fishbowl Loyalty (launched 2024), Fishbowl Segmentation, Fishbowl Email Marketing, Fishbowl SMS Marketing, Fishbowl Offers, Guest WiFi, Fishbowl Journeys (automated journey orchestration), Fishbowl Pay (contactless payments), Online Ordering, Fishbowl Kiosk (AI-powered self-service kiosks launched in 2025 via a partnership with Breez by Cyntra.ai), and a Connections Marketplace that aggregates third-party integrations.
The company sells primarily through a sales-led GTM motion, combining enterprise field sales for restaurant groups with 10 or more locations (custom multi-year contracts) and inside sales for smaller groups (1-10 locations) at $150-$400 per location per month across Essential, Complete, and Premium subscription tiers. Revenue is generated from recurring SaaS subscriptions, SMS package subscriptions (starting at $89/month for 5,000 texts), transaction fees on online ordering (7% plus card processing) and Fishbowl Pay, and professional services such as consulting, econometric analysis, and trade-area analytics. Fishbowl claims more than 50,000 restaurant customers, including enterprise operators such as In-N-Out, Raising Cane's, Sweetgreen, Cava, Landry's, Twin Peaks, Boka Restaurant Group, and Giordano's. In June 2026, Fishbowl was acquired by GoTab and now operates as Fishbowl by GoTab, combining GoTab's first-party ordering and operational data with Fishbowl's CRM, loyalty, and marketing stack under a consolidated hospitality technology umbrella.
Fishbowl firmographics
Firmographics- Name
- Fishbowl
- Legal name
- Fishbowl, Inc.
- Website
- https://fishbowl.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fishbowl is a vertical software provider that sells a Guest Relationship Management (GRM) platform combining CDP and CRM capabilities to unify restaurant guest data and power personalized email, SMS, loyalty, offers, and journey automation for more than 50,000 restaurant locations, now operating as Fishbowl by GoTab following its 2026 acquisition.
- Ownership category
- akta.pro rank
Fishbowl industry classification
Industry- Product category
- Restaurant Marketing Software
- akta.pro primary industry
- Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF)
Keywords
Where Fishbowl is headquartered
LocationHeadquarters
- HQ city
- Alexandria
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Fishbowl business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription (SaaS Platform): Recurring subscription revenue from GRM platform access. Pricing tiers based on restaurant count (1-10 vs 10+ locations) and feature tier (Essential, Complete, Premium). Per location monthly pricing.
- SMS Marketing: Variable SMS messaging packages with fixed monthly fees per brand. Toll-free numbers included, with overage charges at $0.025 per additional message. Packages range from 5,000 to 250,000+ texts monthly.
- Online Ordering (Fishbowl Online Ordering): Transaction fees for online orders: 7% transaction fee plus 2.9%+$0.30 for Visa/MC/Discover or 3.5%+$0.30 for American Express, plus $0.30 per order. Exclusive to Premium tier.
- Fishbowl Pay (Payment Processing): Payment processing revenue from contactless payments. Transaction fees: 2.9% for Visa/MC/Discover and 3.5% for American Express, billed separately.
- Push Notifications: Additional messaging channel available to customers with mobile app, added to monthly contract.
- Marketing Services & Consulting: Professional services for restaurant marketing strategy design, setup, and automation. Includes analytics services for competitive intelligence, pricing, and menu optimization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Essential tier for small restaurant groups (1-10 locations) at $150/location/month |
| Subscription | Monthly | Complete tier for small restaurant groups (1-10 locations) at $250/location/month |
| Subscription | Monthly | Premium tier for small restaurant groups (1-10 locations) at $400/location/month |
| Subscription | Multi-year contract | Enterprise tier for restaurant groups with 10+ locations - custom pricing |
| Unit Pricing | Monthly | SMS packages - 5,000 texts at $89/month per brand |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Fishbowl product offering
Product offeringCore offering
Fishbowl provides a Guest Relationship Management (GRM) platform for restaurants that combines Customer Data Platform (CDP) and Customer Relationship Management (CRM) capabilities. The platform unifies guest data from POS, reservations, online ordering, mobile apps, loyalty programs, and WiFi into 360-degree profiles, and powers multi-channel marketing campaigns (email, SMS, push), loyalty programs, promotional offers, automated customer journeys, and contactless payments for multi-location restaurant operators.
Product overview
Fishbowl is a unified Guest Relationship Management (GRM) platform for restaurants, combining CRM and CDP capabilities in one integrated system. The core Fishbowl GRM platform unifies guest data from POS systems, reservation platforms, web, mobile app, loyalty programs, and online ordering to enable data-driven marketing decisions. Key modules include AI-powered Segmentation for audience building, Email Marketing, SMS Marketing, Fishbowl Offers for promotional campaign management, Guest WiFi for on-premise data capture, and Fishbowl Loyalty (launched 2024) for reward programs. Additional offerings include Fishbowl Kiosk (AI-powered self-service kiosks via Breez partnership), Fishbowl Journeys for automated customer journey orchestration, Fishbowl Pay for contactless payments, Online Ordering, and a Connections Marketplace integrating 15+ POS, reservation, and loyalty platforms. Pricing tiers: Essential ($150/location), Complete ($250/location), Premium ($400/location), and Enterprise (custom pricing).
Differentiator
Problem solved
Functional benefit
Products and services
- Fishbowl GRM (Guest Relationship Management) The core restaurant marketing platform combining CRM and CDP capabilities. Unifies guest data from POS, web, mobile app, loyalty programs, and reservations to enable data-driven marketing decisions, automated campaigns, and 360-degree guest profiles for multi-location restaurant groups.
- Fishbowl Loyalty Loyalty solution launched in 2024, fully integrated with GRM. Designed to boost guest engagement and retention through reward programs and personalized offers based on guest dining history.
- Fishbowl Email Marketing Email campaign platform integrated with GRM. Features drag-and-drop editor, automated segmentation, triggered campaigns, personalized messaging, and advanced analytics.
- Fishbowl SMS Marketing Text message marketing platform with toll-free, vanity, and short code numbers; MMS capability; date-triggered and time-sensitive messaging campaigns; 98% open rates reported.
- Fishbowl Offers Promotional campaign management platform offering discount options (percentage-off, dollars-off, BOGO, price modifiers), real-time validation, fraud prevention, and detailed ROI reporting integrated with POS systems.
- Fishbowl Journeys Automated customer journey feature that triggers personalized messages and experiences based on guest behavior across touchpoints from discovery to repeat visits.
- Fishbowl Segmentation AI-powered audience segmentation tool that builds and scales targeted guest audiences based on transactional, behavioral, engagement, and demographic data patterns.
- Guest WiFi Branded WiFi portal solution that captures guest data upon arrival, recognizes repeat customers, and syncs data to Fishbowl GRM for targeted marketing campaigns and retargeting.
- Fishbowl Kiosk AI-powered self-service kiosk solution via Breez partnership. Features 30-second checkouts, AI voice activation, RFID, and gamified interactions designed to lower labor costs and increase ticket sizes.
- Connections Marketplace Integration hub connecting restaurant operators with third-party technology providers including POS systems, reservation platforms, loyalty programs, and ordering solutions.
- Consulting Services Professional services including database creation, aggregation, harmonization, econometric analysis, trade area and competitive analyses, and strategic recommendations for menu and pricing optimization.
Quantifiable outcome
- Kiosk integration can lower labor costs by up to 35%
- +5 more outcomes
Companies that use Fishbowl
Customer profileNamed customers25 records
Segments2 records
Ideal customer profiles3 records
Fishbowl technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability5 records
Feature11 records
Fishbowl partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and flagship.
- GoTabcoreGoTab acquired Fishbowl in June 2026 in a strategic move to consolidate position in hospitality technology market. Integration combines GoTab's first-party ordering and operational data with Fishbowl's CRM, loyalty solutions, and marketing tools. Fishbowl now operates as Fishbowl by GoTab, with continued service for existing clients and plans for enhanced features and support.
- ResycoreResy integration with Fishbowl CRM enables restaurants to better manage guest information and run targeted marketing campaigns. Automatic data flow between Resy and Fishbowl enhances personalized outreach and operational efficiency.
- LoyalistcoreLoyalist integration with Resy Guestbook and Fishbowl CRM platform allowing restaurants to manage guest information and run targeted marketing campaigns.
- Breez (by Cyntra.ai)flagshipStrategic partnership integrating Breez AI-powered self-service kiosks into Fishbowl's Connections Marketplace. Kiosk features 30-second checkouts, AI voice activation, RFID, and gamified interactions. Potential to lower labor costs by 35% and raise ticket sizes by 24%.
- ToastcorePOS integration partner. Toast is one of the leading restaurant POS systems integrated with Fishbowl GRM for seamless data connectivity.
- Oracle SimphonycorePOS integration partner. Oracle Simphony is integrated with Fishbowl Offers for real-time offer validation and tracking.
- Aloha (NCR)corePOS integration partner. Aloha POS is integrated with Fishbowl Offers for streamlined restaurant operations.
- Micros Res (Oracle)corePOS integration partner. Micros Res 3700 is integrated with Fishbowl Offers for real-time validation.
- POSitouchcorePOS integration partner. POSitouch is integrated with Fishbowl Offers for streamlined restaurant operations.
- SquirrelcorePOS integration partner. Squirrel POS is integrated with Fishbowl Offers for real-time validation.
- OpenTablecoreReservation platform integration. OpenTable connects with Fishbowl GRM for guest data harmonization.
- TockcoreReservation and dining platform integration. Tock connects with Fishbowl GRM for comprehensive guest profiles.
- LightspeedcorePOS integration partner. Lightspeed POS connects with Fishbowl GRM for guest data integration.
- OLOcoreOnline ordering integration. OLO connects with Fishbowl GRM for unified guest data.
- Brink POScorePOS integration partner. Brink POS is integrated with Fishbowl GRM for data connectivity.
- TripleSeatcoreRestaurant management platform integration. TripleSeat connects with Fishbowl GRM.
- AdentrocoreIntegration partner. Adentro connects with Fishbowl GRM for guest data integration.
- Cyntra.aicoreParent company of Breez. Provides AI-powered kiosk technology integrated through Fishbowl's Connections Marketplace.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Fishbowl competitors and assessment
Company assessmentDirect peers
- Thanx: Thanx is a restaurant-specific CRM and loyalty platform with deep POS integrations; it competes head-to-head with Fishbowl in mid-market and enterprise restaurant groups for guest data unification and personalized marketing.
- Paytronix: Paytronix provides loyalty, online ordering, and guest engagement solutions for restaurants; its CRM and loyalty capabilities directly overlap Fishbowl GRM, Fishbowl Loyalty, and Fishbowl Offers.
- Punchh: Punchh (owned by PAR Technology) offers restaurant loyalty and digital engagement built on top of POS data, competing with Fishbowl's loyalty, segmentation, and CRM modules for chain restaurant accounts.
- Bloom Intelligence: Bloom Intelligence provides WiFi-based guest data capture, CDP, and marketing automation for restaurants; it competes with Fishbowl's Guest WiFi and GRM modules particularly in the mid-market.
- Como: Como offers a customer engagement and loyalty platform for SMBs including restaurants and retailers; it overlaps Fishbowl's loyalty, email/SMS, and segmentation modules in the small/mid-market segment.
- Olo: Olo is a digital ordering and guest engagement platform for restaurant brands; its ordering, marketing, and dispatch capabilities overlap Fishbowl's online ordering and CRM offerings for enterprise chains.
Broad incumbents
- Toast: Toast is the leading restaurant POS platform and is increasingly bundling native CRM, loyalty, email, and marketing features; it is both a deep integration partner and the most important competitive threat to Fishbowl's standalone CRM layer.
- Square (Block): Square provides restaurant POS with built-in marketing, loyalty, and email tools targeting SMBs; it is a broad incumbent competitor particularly for Fishbowl's small-chain (1-10 location) segment.
Emerging players
- Restaurant365: Restaurant365 is a restaurant operations platform expanding into guest-facing features; while primarily an accounting/ops system, its broadening scope positions it as a potential consolidator of marketing and CRM functionality.
- Yumpingo: Yumpingo specializes in guest feedback and engagement analytics for restaurants; it represents an emerging point solution adjacent to Fishbowl's guest engagement and journey orchestration offerings.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Fishbowl social profiles
Digital presenceFishbowl compliance and trust
Trust signalCompliance4 records
Fishbowl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fishbowl leadership team
Management profileNumber of profiles
Profiles10 records
Fishbowl funding detail
Funding detailFunding overview
Funding rounds6 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fishbowl M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fishbowl
What does Fishbowl do?
Fishbowl provides a Guest Relationship Management (GRM) platform for restaurants that combines Customer Data Platform (CDP) and Customer Relationship Management (CRM) capabilities. The platform unifies guest data from POS, reservations, online ordering, mobile apps, loyalty programs, and WiFi into 360-degree profiles, and powers multi-channel marketing campaigns (email, SMS, push), loyalty programs, promotional offers, automated customer journeys, and contactless payments for multi-location restaurant operators.
Is Fishbowl a public or private company?
Fishbowl is a private company. It is classified as corporate owned and is currently operating.
When was Fishbowl founded?
Fishbowl was founded in 2000. It employs 51 to 100 people.
Where is Fishbowl based?
Fishbowl is headquartered in Alexandria, United States, in the North America region.
How does Fishbowl make money?
Six revenue lines are on record. Subscription (SaaS Platform) is the primary driver. The others are SMS Marketing, online Ordering (Fishbowl Online Ordering), fishbowl Pay (Payment Processing), push Notifications and marketing Services & Consulting.
Who are Fishbowl's main competitors?
Direct peers on record are Thanx, Paytronix, Punchh, Bloom Intelligence, Como and Olo. Broad incumbents are Toast and Square (Block). Emerging players are Restaurant365 and Yumpingo.
Does Fishbowl have an API?
Yes. Developer Tools are available as an application programming interface for a Platform (or a feature of a Platform), provided upon requesting and receiving an API Key, subject to meeting certain guidelines and technical and security requirements. The Developer Tools are subject to specific guidelines including deprecation rights, usage limits, restrictions on interfering with Fishbowl-implemented communications, and requirements for maintaining API credentials confidentially. Developer documentation is at docs.fishbowl.com.
What industry is Fishbowl in?
Fishbowl's product category is Restaurant Marketing Software. Its primary akta.pro industry code is THALACAF, Guest Experience & Engagement (CRM, Messaging, Loyalty).