Designing Your Membership

GETTING STARTED

LEVELING UP

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When someone joins your membership, they’re doing more than making a purchase —they’re choosing to support your business in a deep and meaningful way. These members are your regulars, your champions, and the biggest believers in what you do. That kind of patronage is rare—and at Table22 we’re here to help you deliver your best to these loyal guests! High member satisfaction and retention is the key to a healthy membership program: retaining a member is 10x cheaper than acquiring a new one.

When members feel seen, valued, and excited about what’s coming next, they stick around and spread the word. Retention isn’t just about reducing churn—it’s about building loyalty, growing predictable revenue, and delivering on the promise of hospitality month after month.

Here are some of our recommendations for designing a great membership with high satisfaction:

• Ground in consumer value. Even if members love your menu or product, they’ll cancel if they don’t feel like they’re getting their money’s worth. We’ve seen partners succeed by offering generous portions within menus that incorporate lower-cost but much-loved dishes like pasta or rice, or proteins like chicken or shrimp.
• Provide advanced visibility. Members are far more likely to stay subscribed when they know what they’re getting each month. Visibility builds anticipation—and prevents churn. Pro tip: Share your menu or contents with us by the 1st of each month so we can include in scheduling communications!
• The unboxing moment matters! Our data shows that presentation closely predicts consumers’ perception of value, which closely predicts retention. Simple upgrades like branded bags, a polished menu card, and a linked Spotify playlist, and a touch of branding across packaging — can elevate the entire experience.
• Speak directly to members. The most successful programs go beyond food or beverage to create connection. Incorporating a short, personalized introduction in your menu card or tasting notes — discussing what inspired the month’s menu or even how their continued support makes a difference — can go a long way.
• Make your member feel like an insider with soft perks. From priority reservations, to first access to events, to on-prem discounts — these exclusive, low-lift moments make members feel seen and appreciated. Our data shows that Table22 programs with soft perks have more than 20% higher retention, and that members who have access to these perks come in on-premise more often. We recommend tagging your members in your reservation platform or POS so you can extend that extra hospitality touch when they come in. Learn more about Soft Perks and our Digital Membership Cards here!

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.

Still have questions? Get in touch!

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