Just when you thought Erewhon couldn’t make grocery shopping any more extravagant, the Los Angeles wellness emporium has introduced a VIP tier that makes Costco look downright democratic.
Meet Erewhon Reserve, the supermarket’s ultra-exclusive membership level for customers who spend $15,000 or more per year at the chain. That’s not the price of the membership itself—you earn the status by spending that much on groceries. So, technically, the $15,000 is just the warm-up.
And what does spending roughly $1,250 a month on organic groceries get you? Perks designed to make you feel less like a shopper and more like someone who owns a yacht.
Reserve members receive elevated benefits including priority treatment for certain orders, complimentary pastries, exclusive experiences and concierge-style service. Eater’s deep dive into the program found that the perks can make the experience feel more like a private club than a supermarket loyalty program.
Naturally, Erewhon is the perfect place for such a concept. The luxury grocery chain has transformed basic errands into a full-blown lifestyle flex, becoming famous for celebrity smoothies, wellness products and prices that can occasionally make you question whether the cashier accidentally added a zero.
The Reserve program takes that philosophy to its logical conclusion: why simply buy your groceries when you can have a relationship with your grocery store?
Erewhon’s official membership terms confirm that customers who spend $15,000 during the membership year can automatically qualify for Reserve status, with the tier continuing for the remainder of that year and the following membership year if they renew.
At this point, Erewhon isn’t really selling groceries. It’s selling access, exclusivity and the increasingly important ability to say, “Oh, I have Reserve.”
Because in 2026, apparently the ultimate luxury isn’t a private jet.
It’s getting your smoothie made first.
