Designing Your Membership and Menu
🍝

Designing Your Membership and Menu

At Table22 we know a thing or two about designing a great membership! Quality member experiences lead directly to your bottom line — T22’s member satisfaction surveys show that members who were satisfied with their monthly packages retained nearly 2x longer than those who were dissatisfied (9.1 vs 4.9 orders on average). High member retention is the key to a healthy subscription program: retaining a member is 10x cheaper than acquiring a new one.

💡
Members “satisfied with their goods” end up with an average of 9.1 orders in their first 12 months of membership vs. just 4.9 orders for dissatisfied members.

The offering-specific recommendations below outline our learnings from analyzing hundreds of thousands of member survey responses, conducting hundreds of member interviews, and studying member retention dynamics across thousands of our partners’ programs.

Dinner Clubs

Check out the detailed guide below on how to execute an excellent at-home dinner club with recommendations on planning a high-value menu, packaging and presentation examples, and more!

🍽️How to: Execute an Excellent Dinner Club
image

Butcher Boxes

Check out the detailed guide below on how to execute an excellent at-home Butcher Club with recommendations on planning your contents, packaging and presentation examples, and more!

🥩How to: Execute an Excellent Butcher Club
image

Pasta Clubs

image

THE DO’S…

  • Create a differentiated experience that complements your in-house brand featuring a combo of guest favorites and off-menu dishes.
  • Consider appropriate portion size (incorporate lower cost dishes or extras such as extra pasta, snacks, bread, etc. to round out the menu). Most members prefer a protein!
  • Develop your menu in advance so Table22 can share with members and allow them to opt out if the menu doesn’t fit their preferences.

THE DONT’S…

  • Include dishes that are too similar in taste month after month! Mix it up and keep your members coming back for more with fresh flavors.
  • Incorporate highly perishable items that provide members only a short window to enjoy their meal.
  • Feel obligated to accommodate every allergy + dietary restriction. Consider starting with allowing fewer accommodations to reduce complexity and then we can iterate going forward.

Provisions Clubs

image

THE DO’S…

  • Ask yourself — what are your best sellers or signature dishes? Select items that will help bring the magic of these dishes to members’ homes!
  • Consider appropriate variety — including an assortment of items is a key input for perceived value! Include a combo of items that will be used quickly (sauces) and more slowly with a longer shelf life (staples).
  • Incorporating themes or seasonality can help keep the offering feeling fresh!

THE DONT’S…

  • Don’t include the same items each month. If members develop too much of a supply backlog they may pause their membership.
  • Don’t forget to pack items carefully to avoid breakage + spillage while in transport.
  • Feel obligated to accommodate every allergy + dietary restriction. Consider starting with allowing fewer accommodations to reduce complexity and then we can iterate going forward.

Wine Clubs

image
  • THE DO’S…
    • Put together thoughtful and personal tasting notes! Make it clear in why the bottles you’re curating for the club are special or exclusive.
    • Incorporate a monthly theme or educational component (i.e. rotating region, seasonal theme).
    • Consider a variety of preferences (whites, reds, bubbles, etc.) when selecting your bottles.
  • THE DONT’S…
    • Don’t skimp on value with too many low cost bottles. Members may look up bottle prices online — some markup is fine but if members consistently feel like they are getting a “bad deal” they will cancel.
    • Feel obligated to accommodate every preference. Consider starting with allowing fewer accommodations to reduce complexity and then we can iterate going forward.

Cocktail Clubs

image
  • THE DO’S…
    • Put together thoughtful and personal tasting notes! Members appreciate the mixology education.
    • Incorporate a monthly theme or educational component (i.e. rotating region, seasonal theme).
    • Consider a variety of member preferences (whites, reds, bubbles, etc.)
  • THE DONT’S…
    • Totally skimp on packaging! Overall presentation and extra touches can go a long way with perceived value.
    • Feel obligated to accommodate every preference. Consider starting with allowing fewer modifications to reduce complexity and then we can iterate going forward.

Still have questions? Get in touch!

Email us at merchant-partners@table22.com with any questions!