American Express is set to strengthen its foothold in the European dining sector with a proposed acquisition of TheFork, a leading online restaurant reservations platform, from Tripadvisor, Inc. for a staggering $700 million (approximately £550 million) in cash. This strategic move will see American Express expand its presence in 11 European nations, where millions of diners and over 50,000 restaurants currently utilise TheFork's comprehensive management tools, booking services, and customer engagement features.
The acquisition, which follows the company's earlier purchases of Resy and Tock, is projected to integrate TheFork into American Express's global dining network of 75,000 bookable venues. This expanded reach will likely enhance the appeal of American Express Membership Model, providing cardholders with a broader range of esteemed restaurants to discover, book, and access.
Rafa Marquez, President of International Card Services at American Express, stressed that dining is an integral aspect of how customers interact with the brand. He highlighted the proposed acquisition's potential to enrich their differentiated Membership Model, offering more avenues for card members to explore and enjoy Europe's diverse culinary scene. Simultaneously, TheFork's established success and strong relationships within the European restaurant industry are expected to complement American Express's existing capabilities.
Almir Ambeskovic, Chief Executive Officer of TheFork, expressed enthusiasm for the partnership, citing a shared commitment to innovation, service, and hospitality. He believes that joining forces with American Express will accelerate their mission, delivering enhanced value to restaurants and creating more seamless experiences for millions of diners across Europe.
Following the completion of the transaction, TheFork is expected to maintain its current leadership team while benefiting from American Express's global reach and financial backing. The proposed acquisition is anticipated to conclude by the end of 2026, subject to labour consultation and standard conditions, including necessary regulatory approvals.
The integration of TheFork into American Express could have implications for UK travellers planning trips to Europe, offering more integrated benefits and easier access to restaurant bookings when using an American Express card. While there are no immediate changes to visa requirements or FCO travel warnings as a direct result of this deal, it is essential for travellers to check the latest FCO advice for their specific destination. Travel insurance remains a vital consideration for all European travel, covering potential medical emergencies, cancellations, and lost luggage.