Fishbowl

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.

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

Product category

Restaurant Marketing Software

akta.pro primary industry

Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF)

Keywords

• Guest relationship management
• Restaurant marketing software
• Customer data platform
• Restaurant loyalty programs
• Multi-channel marketing automation

Headquarters

HQ city

Alexandria

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. Push Notifications: Additional messaging channel available to customers with mobile app, added to monthly contract.
6. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers25 records

Segments2 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability5 records

Feature11 records

Partnerships

18 partnerships are on record, tiered core and flagship.

• GoTabcoreStrategic or Co-development Partner · 9 June 2026GoTab 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.
• ResycoreTechnology or Integration · 29 October 2025Resy 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.
• LoyalistcoreTechnology or Integration · 29 October 2025Loyalist integration with Resy Guestbook and Fishbowl CRM platform allowing restaurants to manage guest information and run targeted marketing campaigns.
• Breez (by Cyntra.ai)flagshipTechnology or Integration · 3 February 2025Strategic 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%.
• ToastcoreTechnology or IntegrationPOS integration partner. Toast is one of the leading restaurant POS systems integrated with Fishbowl GRM for seamless data connectivity.
• Oracle SimphonycoreTechnology or IntegrationPOS integration partner. Oracle Simphony is integrated with Fishbowl Offers for real-time offer validation and tracking.
• Aloha (NCR)coreTechnology or IntegrationPOS integration partner. Aloha POS is integrated with Fishbowl Offers for streamlined restaurant operations.
• Micros Res (Oracle)coreTechnology or IntegrationPOS integration partner. Micros Res 3700 is integrated with Fishbowl Offers for real-time validation.
• POSitouchcoreTechnology or IntegrationPOS integration partner. POSitouch is integrated with Fishbowl Offers for streamlined restaurant operations.
• SquirrelcoreTechnology or IntegrationPOS integration partner. Squirrel POS is integrated with Fishbowl Offers for real-time validation.
• OpenTablecoreTechnology or IntegrationReservation platform integration. OpenTable connects with Fishbowl GRM for guest data harmonization.
• TockcoreTechnology or IntegrationReservation and dining platform integration. Tock connects with Fishbowl GRM for comprehensive guest profiles.
• LightspeedcoreTechnology or IntegrationPOS integration partner. Lightspeed POS connects with Fishbowl GRM for guest data integration.
• OLOcoreTechnology or IntegrationOnline ordering integration. OLO connects with Fishbowl GRM for unified guest data.
• Brink POScoreTechnology or IntegrationPOS integration partner. Brink POS is integrated with Fishbowl GRM for data connectivity.
• TripleSeatcoreTechnology or IntegrationRestaurant management platform integration. TripleSeat connects with Fishbowl GRM.
• AdentrocoreTechnology or IntegrationIntegration partner. Adentro connects with Fishbowl GRM for guest data integration.
• Cyntra.aicoreTechnology or IntegrationParent company of Breez. Provides AI-powered kiosk technology integrated through Fishbowl's Connections Marketplace.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct 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

• Xx.com/Fishbowlinc
• Facebookfacebook.com/fishbowlmarketing
• LinkedInlinkedin.com/company/fishbowlinc

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds6 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fishbowl