Eater Reporter Tests Erewhon’s New $15,000-a-Year Reserve Membership
6 reported
Eater reporter Bettina Makalintal spent a month testing the new Reserve membership tier at the luxury grocery chain Erewhon, which costs $15,000 annually. The program, announced in mid-April, offers perks including priority checkout, free delivery, a free daily coffee and pastry, and access to a personal in-store concierge. Makalintal visited multiple locations, including Silver Lake, Studio City, and Beverly Hills, to evaluate the service. At the Silver Lake store, she was the first person to request concierge assistance, and employees appeared uncertain about how to handle the request. At the Studio City location, an employee scolded her for reaching for her own iced espresso from a pick-up fridge. The reporter found the concierge service focused on smoothing shopping friction rather than radically transforming the experience. Erewhon declined to give detailed comment but allowed Eater to try the Reserve perks.
What’s reported
Erewhon announced new elite membership tiers in mid-April, including Premier (for those spending $5,000+ per year) and Reserve (for those spending $15,000+ annually).
Reserve perks include priority checkout, free delivery, “Your Drink Made First” at the smoothie counter, a free daily coffee and pastry, butler-like assistance, and a personal in-store concierge.
The reporter was the first person to request concierge assistance at the Silver Lake Erewhon.
At the Studio City location, an employee scolded the reporter for reaching for her own iced espresso from the pick-up fridge.
The reporter visited multiple locations, including Silver Lake, Studio City, and Beverly Hills.
Erewhon’s existing membership program costs $200 annually and offers 10 percent cash back, exclusive offers, and a free smoothie each month.
Key figures
Bettina Makalintal (Eater reporter)
Justin (Erewhon employee at Silver Lake)
Fernando (Erewhon employee at Silver Lake)
Jamie (friend of the reporter)
Sources: eater.com
