Erewhon’s New Membership Offers Exclusive Perks for Big Spenders

If spending $25 on a celebrity smoothie doesn’t scream status, Erewhon has upped the ante with its new “Reserve” membership, launched in April. This luxury grocery chain, popular among influencers and wellness fans, is targeting those who drop more than $15,000 each year.

Think of it as more of a private club rather than your average grocery store rewards program. Most people associate grocery memberships with bulk buys and a hefty annual fee—like Costco’s $65. But Erewhon? It plays by different rules.

The grocery chain offers exclusive tiers like “Premier” and “Reserve,” available to their most committed and affluent “Signature” members. A basic “Select” membership starts at $100 a year and includes tonic bar benefits, while the Signature level is priced at $200 annually. From there, you can access the Premier tier by spending at least $5,000 annually.

And what’s in it for those at the Reserve level? Well, you get more than just organic options. Perks lean towards concierge services typically found in high-end hotels. Daily free coffee and pastries, priority access in-store, help with grocery transport, reserved cafe seating, and a personal concierge are just a few highlights.

Interestingly, an Erewhon employee noted that many shoppers qualify for the Reserve membership. “When you’re calling people, you discover, ‘You’re a Reserve Member…'” they mentioned.

The bag of benefits extends to a free smoothie each month, 10% back on future purchases, priority checkout, free delivery, and a collective benefits program offering discounts on wellness experiences. It’s a whole new take on grocery shopping.