Harden's restaurant guide has today launched its Harden's Platinum membership scheme, allowing restaurants and luxury suppliers to connect with the guide's 40,000-strong list of high-spending diner members.
The service will be free to restaurants and brands, with the costs of the club recouped from subscriptions by Harden's Platinum members. For inclusion as a partner, Harden's is initially looking at sign-ups from the luxury end of the market.
Early sign-ups include London's Michelin-starred Pied à Terre in Fitzrovia (pictured) and Mosimann's in Belgravia, as well as the Michelin-starred Northcote in Langho, Lancashire. Luxury food, wine and travel brands taking part include Exmoor Caviar, Forman & Field and HG Walter.
Benefits will be available to club members through Harden's website or app, including special menus, complimentary welcome drinks, exclusive access and percentages off the total bill (subject to a minimum spend).
As part of the scheme, restaurant partners can choose whatever benefit they wish to take part, so long as it offers value to diners. The aim 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.
Harden's co-founder Peter Harden said: "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.
"We founded our restaurant guide 30 years ago, right in the thick of the early 1990s recession, and yet the industry went on to see the greatest boom ever seen at the time. 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."