Why American Express Just Bet $700 Million on Europe’s Dining Scene

New York, Monday, 15 June 2026.
American Express is acquiring TheFork, Europe’s leading restaurant reservation platform, for $700 million—its boldest move yet to dominate dining rewards. With 50,000 restaurants across 11 countries, TheFork will merge with Amex’s existing booking platforms, creating a 75,000-venue network. The deal isn’t just about reservations; it’s a loyalty play, locking affluent cardholders into Amex’s ecosystem with exclusive perks. For Tripadvisor, the sale sharpens focus on its core experiences business, while Amex gains control of the entire dining journey—from booking to payment. The price tag? Three times TheFork’s annual revenue, a premium reflecting its strategic value. As competition heats up among premium cards, this acquisition could redefine how—and where—high-spending customers dine.