Erewhon Reserve Membership Tested: $15,000 Annual Perks Reviewed
The Story
An Eater journalist spent a month testing Erewhon’s new Reserve membership tier, which requires spending $15,000 annually at the luxury grocery chain. The membership offers benefits including priority smoothie ordering, free daily coffee and pastry, and a personal in-store concierge. During the trial, the journalist visited multiple Los Angeles-area locations, including Silver Lake, Studio City, and Beverly Hills. At the Silver Lake store, concierge employees Justin and Fernando explained the service is new and still being refined. The journalist noted that while many customers qualify for Reserve status by their spending, few had actually used the concierge service. The experience varied by location, with some stores appearing more prepared for concierge interactions than others.
Key Facts
- Erewhon announced two elite membership tiers in mid-April: Premier (for those spending $5,000 or more per year) and Reserve (for those spending $15,000 or more).
- Reserve benefits include priority checkout, free delivery, “Your Drink Made First,” a free daily coffee and pastry, butler-like assistance, and a personal in-store concierge.
- The journalist’s smoothie at the Silver Lake location arrived in seven minutes instead of the common 20.
- Justin, an employee at Silver Lake, said they are “figuring out the ebbs and flows” of the concierge program.
- Justin noted there are many Reserve members at the Silver Lake store, but many are too timid to use the concierge service.
Conflicting Reports
No conflicting reports identified in the source article.
Still Unclear
No open questions identified in the source article.
Misconceptions
No widespread misconceptions addressed in the source article.
Key Figures
- Justin: Erewhon employee at Silver Lake location
- Fernando: Erewhon employee at Silver Lake location
Sources: eater.com
