What Erewhon Membership Really Offers: Benefits and Real Value

We analyze the annual fee, discounts, and real value of the exclusive loyalty program of America’s hippest supermarket.

The Erewhon Hype

Erewhon is no longer just a grocery store. It’s a cultural phenomenon, a status symbol, and a regular fixture on TikTok and Instagram feeds, thanks in large part to its famous smoothies (like Hailey Bieber’s strawberry “Skin Glaze”) and sky-high price tags. When a trip to the grocery store can cost $300 and a single drink can cost $20, it begs the question: Why would anyone pay $100 or $200 a year for the privilege of spending even more money there?

Famous smoothies from Erewhon — Celebrity smoothies, like the collaboration with Hailey Bieber, are a central part of Erewhon’s appeal.

That’s the essence of Erewhon’s membership program. It’s an exclusive club inside an already exclusive store. But is it just an expensive pass, or is there real value behind it? We’ll take a look at both membership levels to see who they’re really for.

Erewhon Membership Levels: What Do You Get (On Paper)?

Important clarification (and key difference from Costco): Unlike warehouse clubs like Costco, where membership is required to enter, you can shop at Erewhon without a membership.

Costco’s model is to pay for access to low wholesale prices (the standard Gold Star card costs $60, and the Executive card costs $120). Erewhon’s model is to pay for additional benefits and discounts on already expensive, premium items.

In comparison, Costco often attracts new customers through promotions, such as Groupon deals like “One-Year Costco Membership with $40 or $60 Digital Costco Shop Card.”

According to one such promotion, new members could receive:

Costco Gold Star Membership + $40 Digital Costco Shop Card (from $65)
Costco Executive Membership Package + $60 Digital Costco Shop Card (from $130)

This shows that Costco’s value is in cash back and immediate savings. Instead, Erewhon membership is completely voluntary and is designed to reward existing loyal customers.

Here’s what the two Erewhon tiers offer:

Cafe Membership ($100 per year)

10% off most in-store purchases.
One free cafe drink per month (smoothie, coffee, or tea).
Priority access (can be useful when launching big collaborations).

Membership Plus ($200 per year)

All the benefits of the Cafe level (10% off, free drink).
Ability to add a second user to your account.
Free shipping on online orders over $150.

Real Value Analysis: Hidden Benefits and Pitfalls

It looks simple on paper, but the real value is in the details.

Discounts: More than just 10%

At first glance, a basic 10% discount means you’d have to spend $1,000 per year (for the Cafe membership) or $2,000 per year (for the Plus) just to “recoup” the cost of the membership.

But the real value for many members isn’t the standard 10%, but the deeper, member-only discounts. As you can see in the photos from the store, Erewhon regularly offers 25% off entire product categories, such as its partner skincare brands. If you regularly buy expensive vitamins, supplements, or cosmetics, that 25% can pay for your membership much faster than 10% off on products.

Erewhon members discount — The real value of membership is often hidden in exclusive discounts, like 25% off skincare.

Exclusive Products: What Are You Paying For?

The 10% discount applies to the store’s unique assortment. Erewhon sells more than just food, but a carefully selected “lifestyle.” Your membership makes everything cheaper:

Coffee and Smoothies: The same 10% discount applies to the famous smoothies for $17-$20. In addition, you get one free drink per month, which in itself is a value of about $200-$240 per year.

Ready-made juices and meals: As an alternative to expensive smoothies from the cafe, the store offers a huge selection of ready-made juices and smoothies in bottles (from $7.25 to $14).

Ready-made juices and smoothies in bottles - Erewhon — Ready-made juices and smoothies in bottles are a cheaper alternative to freshly prepared ones in cafes.

The discount also applies to the famous ready-made food counter: coleslaw, kelp noodles and dozens of other healthy dishes.

Erewhon's ready meal counter — The prepared food counter is one of the most popular sections of the Erewhon store

Unique assortment: The discount applies to products that are hard to find elsewhere. These include high-quality organic produce (fresh figs, peppers), an impressive selection of artisanal chocolates (Erewhon, Hu, TCHO), and gourmet items like Runamok bourbon-barrel-aged maple syrup ($25.99).

Premium for all: This approach even extends to pet products, such as The Honest Kitchen treats ($8.49).

Treats for cats and dogs at Erewhon — Even the treats for cats and dogs at Erewhon are from premium brands.

Erewhon branded merchandise: The store actively promotes its own brand. It’s not just food, but also non-toxic pillar candles made from pure beeswax, as well as stylish merchandise: from branded water bottles and mugs to professional kitchen knives.

The “status” factor vs. “clean eating”

There’s no denying that for many, membership in Erewhon is a status symbol. It’s a chance to “be seen” with a famous smoothie. But for another, equally important group of customers, Erewhon is the only place they trust to buy “truly clean” products, whether it’s sea moss, camel milk, or just organic vegetables without compromise.

Verdict: Who is this membership for?

So, is it worth paying $100 or $200?

This is NOT for you if:

You’re a “food tourist” who wants to try a Hailey Bieber smoothie once and take a photo for Instagram.

You only pop in every now and then for a bottle of water or a snack.

Ready-made smoothies and desserts at the Erewhon

This MAY be for you if:

You’re a regular shopper: You live nearby and do your essential shopping at Erewhon, easily spending over $100 a week. In that case, the 10% discount and free drink will quickly pay for the membership.

You’re a “health fanatic”: You regularly buy expensive vitamins, supplements, protein powders, and cosmetics. Exclusive 25% discounts on these categories can save you hundreds of dollars.

You use delivery: If you don’t live too close but want access to Erewhon products, the $200 Plus membership can be a great deal, thanks to the free shipping (which would quickly eat up the $100 difference).

The real value of an Erewhon membership isn’t the basic 10% discount on coleslaw. It’s an investment in the entire “Erewhon lifestyle.” It’s a loyalty program that buys everything from specialty maple syrup and chocolate to branded water bottles and cosmetics at the store.

For the casual shopper, it’s an unnecessary expense. But for the dedicated clean-eating fan who appreciates the unique selection and deep discounts on health products, membership isn’t just a convenience, it’s an integral part of the Erewhon experience.