Erewhon’s new membership tier unlocks ultra-luxe benefits for shoppers — but you’ll have to spend a fortune

If dropping $25 on a celebrity smoothie wasn’t already enough of a status symbol, Erewhon has found a new way to reward its biggest spenders.

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.

The tiered membership program is packed with perks 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.

But Erewhon doesn’t do average.

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 (meaning they spend at least $5,000 a year at the store).

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.

“You’d be shocked how many people spend enough to get Reserve,” an Erewhon associate told Eater LA. “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. 

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