Called Harden’s Platinum, the service will be free to restaurants and brands with members signing up for benefits on a monthly or annual basis. Members will then be able to access exclusive benefits through Harden’s website or app, such as special menus, complimentary welcome drinks, exclusive access, percentages off the total bill (subject to a minimum spend).
Restaurants that agree to partner in the scheme can choose what benefit they wish to take part, so long as it offers value to diners, says Harden’s. The aim, it says, is to reward top quality customers, and some of the incentives received by diners only kick-in once they have reached a certain level of spend.
Businesses that have so far signed up to the club include fine dining restaurants Pied á Terre, Northcote and Mosimann’s suppliers Exmoor Caviar, Forman & Field and HG Walter.
“The COVID-19 crisis has hit guides just as it has everyone in the hospitality industry. But I have every faith that the industry will survive, and bounce back stronger than ever, as it always has,” says Harden’s co-founder Peter Harden.
“At times like this, you have to innovate, and our new Platinum Membership creates a new way for quality diners to discover, and rediscover, the UK’s best restaurants.
“We are delighted already to be partnered on this initiative with some of the very top names in the UK, and our hope is that Harden’s Platinum Club will provide them with a high value stream of custom over the months and years to come.”
Harden’s is offering annual Platinum memberships at £29.99 per year during its soft launch after which the price will rise to £99.99. The price for monthly memberships is £9.99 per month.