For some brands, it’s working. Panera’s loyalty program had nearly 40m members in 2020, and its chief brand and concept officer said that subscription plan members now make up 25% of the chain’s transactions.
Not just for chains
Some fine-dining establishments are getting in on the action as well. Gravitas, a Michelin-starred restaurant in Washington, DC, offers a Supper Club subscription for $130/mo. that includes a three-course takeout meal for two. The club serves ~60 diners monthly.
Wake us up when Netflix can shoot snacks straight out of the TV, thanks.