Source: ChatGpt
What started as a simple frustration between two friends dining in New York City has evolved into a fast-growing reservation platform projected to hit $1 million in annual recurring revenue this Valentine’s Day.
ResX, founded by Mena Barakat and Sarah Goldring, was born out of a common urban dilemma: securing reservations at fully booked restaurants without paying inflated resale prices or risking cancellation penalties.
According to coverage in Entrepreneur, the idea emerged in 2022 when the founders — both working in finance at the time — realized there was no structured, transparent way for diners to swap reservations responsibly. Instead of relying on bots or expensive third-party services, they envisioned a peer-driven marketplace that restored spontaneity to dining.
From Instagram DMs to a Scalable Platform
The duo initially launched ResX through Instagram, manually managing reservation trades through direct messages. Demand surged quickly, with thousands of users joining within months.
Valentine’s Day became the company’s first major stress test. The founders described it as their “Super Bowl,” handling over a hundred reservation swaps in a single day. The process was entirely manual — tracking deposits, cancellation policies and confirmations through spreadsheets and constant phone monitoring.
Behind the humor of customers messaging “Don’t tell my boyfriend” — referring to backup reservations made in secret — was proof of strong product-market fit. Girlfriends seeking better restaurant options, last-minute planners scrambling to avoid embarrassment, and couples managing duplicate bookings all contributed to a wave of demand.
The experience revealed something larger: consumers were willing to pay for convenience and transparency in high-demand experiences.
Building Infrastructure Around Demand
Recognizing the limitations of manual operations, the founders transitioned ResX into a mobile application funded by early subscription revenue. The platform now verifies reservation details, including prepaid deposits and cancellation fees, before listings go live.
Users can submit unwanted reservations, while others can claim them and assume liability for any associated costs. A premium subscription tier — currently priced at $14.99 per month — offers early access to high-demand listings.
The shift to automation significantly improved operational scalability, particularly during peak moments like Valentine’s Day. As reported by Statista, restaurant reservation demand continues to spike around major holidays, with Valentine’s Day consistently ranking among the busiest dining periods globally.
By early February 2026, ResX had already facilitated dozens of Valentine’s bookings ahead of peak cancellation windows. Hundreds more are expected during the final rush period.
A Curated Marketplace for In-Demand Experiences
Unlike generic booking platforms, ResX focuses exclusively on reservations that are otherwise sold out. The result is a curated feed reflecting real-time dining trends in cities like New York and London — its second market.
Interestingly, some users browse the platform simply to see which restaurants are trending, turning the app into a form of cultural discovery engine.
The broader opportunity may extend far beyond dining. ResX has already facilitated swaps for Broadway shows, helicopter tours and ballet performances — tapping into a growing secondary marketplace for premium experiences.
According to data from McKinsey & Company on the experience economy, consumers increasingly prioritize experiential spending over physical goods, particularly in urban centers.
This trend aligns with ResX’s long-term vision: building a structured marketplace for any in-demand, time-sensitive experience.
Lean Team, Big Ambition
Despite its rapid growth, the company operates with a lean team of four. Automation and community-driven growth have allowed it to maintain low overhead while scaling transaction volume.
With projected annual recurring revenue approaching $1 million, Valentine’s Day represents not just a seasonal spike but a symbolic milestone in the company’s trajectory.
The founders continue to emphasize customer feedback as the company’s core development driver. What began as a workaround for dining reservations is now positioning itself as a broader solution to supply-demand inefficiencies in urban lifestyle markets.
If early momentum holds, ResX could become a category-defining player in the emerging reservation resale economy.
UK-based journalist covering UAE entrepreneurship, executive branding, and leadership growth across global business ecosystems.
