Reserve Gets Set for Service

Reserve, the startup focused on the consumer and restaurant experience — from reservations (hence the name) to payments — has acquired Set for Service.

The latter company, as reported by TechCrunch on Friday (Aug. 21), has a Web service and an app geared to the iPhone that functions as a customer relationship management system for restaurants. So far, the business is concentrated in New York City. The service lets restaurants, such as Eleven Madison Park and Brooklyn Fare, track details about (and feedback from) diners.

In an interview with TechCrunch, Greg Hong, cofounder and chief executive officer of Reserve, said that the “initial plan” for the deal is to continue to offer the platform to Set for Service’s clients, with some cross-pollination as the company decides which of Set for Service’s features will be brought to Reserve.

Under the terms of the deal — financial details were not disclosed — Set for Service’s founder and CEO Peter Esmond will become Reserve’s New York general manager and head of restaurant product.

As noted by TechCrunch, Reserve was formed in 2014 out of Expa, the startup studio. In addition to the app features centered on restaurant reservations, consumers can pay for meals and also split checks. Reserve has been acquisitive, taking on the Boston startup SpoonSpoon’s staff, as well as reservation companies Zurvu and HAIL, which offers check-splitting technology.

In his remarks to TechCrunch about the acquisition of Set for Service, Reserve’s CEO Hong stated that “what inevitably happens is that we end up talking to a lot of different technology people in the space. We continue to talk to them and figure out how we can work together, whether that’s through acquisitions or partnerships or otherwise. This is such a huge space for us.”

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