Large chains and neighborhood hangouts are experimenting with the subscription model as a way to ensure steady revenue and customer visits. Some offer unlimited drinks or free delivery, others will bring out your favorite appetizer each time you visit.
Matt Baker, chef and owner of Gravitas, poses for a portrait inside the restaurant, Tuesday, Feb. 14, 2023, in Washington. Gravitas has a subscription service offering a monthly meal for two. Consumers are willing to pay monthly subscription fees for streaming services, pet food and even toilet paper. And now some restaurants are betting they'll do the same for their favorite meals.
“This is just another way for customers to provide a level of support and joy and love for our offerings,” said Matt Baker, the chef at Gravitas, a Michelin-starred restaurant in Washington. El Lopo owner Daniel Azarkman started the club in March 2021 to encourage patrons to return as the pandemic eased. Now, he’s hearing from restaurants all over the country who are interested in starting similar programs.Rick Camac, executive director of Industry Relations at the Institute of Culinary Education, said he expects many more restaurants to offer subscriptions in the coming years.
On the Border is now retooling the program and expects to reintroduce it later this year. It may charge more or move to a monthly model, Ramey said, but the subscription element will remain.Taco Bell is also tinkering with its $10 Taco Lover’s Pass, which lets subscribers get a taco every day for a month.
Still, SheWolf is keeping one foot in the subscription space. Dan Reinisch, the restaurant’s beverage director, sends Italian wines to about 80 subscribers who pay $60 or more each month.
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