Erewhon doesn’t do average.
The luxury grocery chain — fawned over by influencers, celebs, and wellness fanatics — has taken grocery shopping to a lofty new echelon with its April-launched top-tier “Reserve” membership, which is specifically for customers who spend upwards of $15,000 a year at the grocery chain.that sound more like a private club rather than a supermarket rewards program.
For the average consumer, grocery memberships conjure up images of bulk paper towels, massive jars of peanut butter, and a $65 annual fee at Costco. David Buchan for California Post The Reserve membership is specifically for customers who spend upwards of $15,000 a year at the grocery chain. Erewhon in Beverly Grove is now a place where people meet for dates.
The grocer offers elite tiers known as “Premier” and “Reserve,” which can be unlocked by only the brand’s most dedicated and deep-pocketed “Signature” members. While a base-level entry “Select” membership will set you back $100 a year just for tonic bar perks, stepping up to the Signature tier costs $200 annually. From there, first-class shoppers can scale the ranks to Premier .
The concierge can help secure products, coordinate shopping requests and provide a level of service more commonly found at luxe hotels than neighborhood markets. The new benefits are in addition to the free monthly smoothie, accruing 10% back on purchases to use like cash on future hauls, priority checkout, complimentary delivery, the “Lifestyle Collective” perks program, which offers discounts on wellness experiences, and more.
But for the “Reserve” level members — they get a suite of concierge-style services rarely associated with buying organic produce and adaptogenic tonics. For the assumed 1% of grocery shoppers, the perks include a daily complimentary coffee and pastry, priority access throughout the store, assistance carrying groceries to their vehicles, reserved cafe seating and access to a personal in-store concierge.
The concierge can help secure products, coordinate shopping requests and provide a level of service more commonly found at luxe hotels than neighborhood markets..
“When I’m ringing people up, I see, ‘You’re a Reserve member, you’re a Reserve member, you’re a Reserve member…'” The new benefits are in addition to the free monthly smoothie, accruing 10% back on purchases to use like cash on future hauls, priority checkout, complimentary delivery, the “Lifestyle Collective” perks program, which offers discounts on wellness experiences, and more. California Post News
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