Published on August 21, 2015

Reserve Acquires Set for Service

At Reserve, our goal has always been to make the experience of dining out better for both our restaurant partners and their guests. The restaurant tech space is crowded, and occasionally we’ll come across other smart companies who share this vision and are committed to the cause.

A sterling example is Set for Service, a bootstrapped New York-based startup focused on providing elegant guest management tools for the restaurant industry. Today I’m thrilled to announce that Reserve has acquired Set for Service and Peter Esmond, the startup’s CEO and Founder, has joined the Reserve team as Head of Restaurant Product and General Manager of Reserve New York, a fast-growing and important market.


As the former General Manager of Thomas Keller’s New York City icon, Per Se, and the former Director of Operations at the Michelin-starred Rouge Tomate, Peter has deep knowledge of what it takes for a restaurant to provide an exceptional level of hospitality. Set for Service, informed by his many years of experience in the industry, was designed to be the little black book for the 21st century maître d’.


Set for Service’s CRM tools are available via both a native iPhone app and web application

Using either Set for Service’s at-a-glance iPhone app or more detailed web application, restaurateurs are able to easily keep track of important details such as reservation notes and dining habits or allergies, enabling a better guest experience. Their guest CRM system makes it easy for restaurant staff to collect measurable and actionable feedback about the guest experience, beginning before a guest enters a restaurant and ending after they left. Additionally, restaurant groups are able to treat guests holistically across the group, ensuring that a regular at one restaurant could get a warm welcome on their first visit to a sister property, for example. Set for Service counted more than a dozen of the city’s best restaurants as clients, ranging from Eleven Madison Park to Brooklyn Fare and dell’anima. Reserve will continue to offer the full scope of Set for Service features and functionality to these existing customers.

Set for Service stood apart because of the impressive depth of their experience with some of the world’s best restaurants, but more importantly, because they share Reserve’s passion for making the dining experience better for both restaurants and guests and focus on improving every step of the dining experience. With this acquisition, we look forward to making an even larger positive impact on the New York dining scene and beyond, bringing a better dining to more people and more restaurants in more ways.

Greg Hong, Reserve CEO and Co-Founder

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