The Palm’s 837 Club is one of those restaurant loyalty programs that have been around so long that it’s been a model for other restaurants to use when contemplating and developing their own restaurant loyalty programs. The 837 Club is one of the early models that proved the viability of membership fees in rewards programs.
From the company’s website:
We often say that The Palm isn’t a chain – it’s a family. This is true for our staff members, our customers, and for the extended family of loyal patrons who participate in The Palm’s 837 Club.
The 837 Club is our way of giving back to the guests who keep coming back. Once you become a member, you’ll receive Club Points every time you visit The Palm that can be redeemed for special rewards ranging from a complimentary dessert to a weekend getaway for two. A one-time fee of $25 earns you membership and a $25 gift card towards your next Palm meal or happy hour bar visit. You’ll also receive our members-only newsletter, Just Rewards, an insider’s guide to The Palm featuring the latest news plus members only offers and events.
The structure of the program is a classic points to rewards model, in which points are banked and converted to rewards when the member decides to convert to rewards. You can save the points, you can redeem the points. Some members in programs like this accumulate so many points that they need high-end rewards as a target to save for. And there is no shortage of those high-end rewards in the 837 Club. Under the current program structure you can get anything from an appetizer or dessert at the 250 point level to a $200 Tiffany and Company Gift card at the 2,000 point level to a 4-day/3-night trip for two to France’s Baron Eric De Rothschild’s private chateau at the 150,000 level.
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