I Tried Erewhon’s New $15,000-a-Year VIP Membership for a Month
Erewhon has introduced a new VIP membership tier costing $15,000 annually, aimed at providing exclusive benefits to its customers. The membership includes perks such as priority service at the smoothie counter, free daily coffee and pastries, and access to a personal concierge. This move reflects the grocery chain's transformation into a luxury food destination, attracting a clientele willing to spend significantly on premium products.
- ▪Erewhon is known for its high-priced specialty products and has gained popularity since rebranding in 2011.
- ▪The new Reserve membership tier offers exclusive benefits for those who spend $15,000 or more annually.
- ▪Members receive perks like priority checkout, free delivery, and a personal in-store concierge.
Opening excerpt (first ~120 words) tap to expand
Groceries and RetailI Tried Erewhon’s New $15,000-a-Year VIP Membership for a MonthA deep dive on the luxury grocery chain’s new Reserve membership, which promises priority smoothies and even a conciergeby Hilary PollackMay 27, 2026, 6:26 PM UTCFacebookLinkIf you buy something from a link, Vox Media may earn a commission. See our ethics statement.The hot bar is one of the easiest places to spend big at Erewhon. Hilary PollackHilary Pollack is the deputy editor at Eater. She has more than 15 years of experience in culture journalism and food media and is always down to order for the table.When I have friends visiting Los Angeles and I ask where they’d like to eat, of all the incredible restaurants that the city has to offer — old Hollywood steakhouses, elite sushi counters, taco trucks,…
Excerpt limited to ~120 words for fair-use compliance. The full article is at Eater.
