“Right This Way” is the 2025 flagship brand campaign for Resy, developed in partnership with Biite, the “Food Culture Agency.” Launched in early 2025, the campaign serves as a strategic “rallying cry” to support the restaurant industry during its most vulnerable period: the post-holiday winter slump (Q1), when reservations typically drop by up to 30%.
Instead of a traditional commercial, Biite crafted a “love letter to the industry,” focusing on the unseen, grueling, and beautiful labor that happens before a single guest is seated.
Creative Direction & Visual Language
The campaign stands out for its radical authenticity, moving away from “polished” food styling and actors in favor of a documentary-musical approach:
- Real Restaurant Partners: The campaign features actual chefs and hospitality workers from Resy’s Los Angeles network (not actors). It captures them at 4:00 AM—hauling produce, scrubbing floors, prepping ingredients, and lighting stoves.
- The “Musical” Concept: To elevate these everyday acts of service, the campaign utilizes a rhythmic, musical framework. The sounds of the kitchen—chopping, polishing, and singing—become the soundtrack, turning manual labor into a choreographed performance of passion.
- Diverse Casting: Shot on location in LA, the campaign intentionally highlights a diverse cast that reflects the true face of modern hospitality, emphasizing the community-first values of the Resy/Amex ecosystem.
- Cinematic Realism: The visual style is raw yet cinematic, utilizing natural lighting and close-up “macro” shots of hands at work to create an intimate connection between the diner and the maker.
Strategy & Impact
From a UI/UX and product marketing perspective, this campaign was designed with clear functional goals:
- Turning Empathy into Action: The primary UX goal was to drive Q1 bookings. The narrative shifts the perspective from “What am I eating tonight?” to “How can I support my local restaurant?”, using emotional storytelling to change consumer habits.
- B2B Proof of Value: By showcasing the depth of Resy’s relationship with its partners, the campaign serves as a powerful “demo” for prospective restaurant owners, proving that Resy (and American Express) is a restaurant-first platform that invests in its partners’ survival.
- Integrated Campaign Ecosystem: The project spanned broadcast TV, high-impact digital social assets, and in-app integrations within the Resy platform, ensuring a seamless journey from “viewing the ad” to “booking a table.”
