Erewhon’s $15,000-a-Year Reserve Membership Tested for One Month
5 reported
Eater journalist Bettina Makalintal tested Erewhon's new Reserve membership tier, which costs $15,000 annually, for one month after the luxury grocery chain offered the opportunity. The Reserve tier is one of two new elite membership levels announced in mid-April, alongside the Premier tier for those spending $5,000 or more per year. Benefits include priority checkout, free delivery, a free daily coffee and pastry, grocery carry-out assistance, and access to a personal in-store concierge. During her first visit to the Silver Lake location, Makalintal found that employees were unfamiliar with the concierge service, and she was told she was the first person to request it there. Employees Justin and Fernando explained the program is still new and that they are "figuring out the ebbs and flows of it." The journalist later visited the Studio City and Beverly Hills locations, where the concierge service appeared more established. The article notes that Erewhon's existing standard membership costs $200 annually and offers 10 percent cash back and a free monthly smoothie.
What’s reported
Erewhon announced new elite membership tiers in mid-April, including Premier (for $5,000+ annual spend) and Reserve (for $15,000+ annual spend).
Reserve benefits include priority checkout, free delivery, a free daily coffee and pastry, grocery carry-out, and a personal in-store concierge.
The journalist was the first person to request concierge assistance at the Silver Lake Erewhon.
Employees Justin and Fernando stated the concierge program is still new and they are "figuring out the ebbs and flows of it."
The standard Erewhon membership costs $200 annually and offers 10 percent cash back and a free monthly smoothie.
Key figures
Bettina Makalintal (journalist who tested the membership)
Justin (Erewhon employee at Silver Lake)
Fernando (Erewhon employee at Silver Lake)
Sources: eater.com
