The Feed 143- Transforming restaurants into memberships with Vivien Sin of The Third Place
Mar 17, 2025
Vivien Sin, Co-founder and CEO of The Third Place, helps independent restaurants innovate with subscription and membership models. She shares insights on how these systems can generate recurring revenue and enhance community ties. Vivien highlights impressive examples, like El Lopo's exclusive member experiences and Cezanne’s dual wine memberships. They delve into the importance of crafting meaningful connections within restaurants and discuss the rise of FOMO-driven models like Dorsia, showcasing the evolving landscape of hospitality.
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Subscriptions Can Cover Fixed Costs
- Restaurants can build subscription products to generate net-new recurring revenue that covers fixed costs.
- Subscriptions also drive in-person traffic and referrals when paired with exclusive events.
Structure Memberships To Match Restaurant Goals
- Design membership perks around the restaurant's needs: fill slow nights, promote private rooms, or grow word-of-mouth.
- Use flexible structures (credits, house accounts, events) tailored to the venue and goals.
Restaurant Trips And Members-Only Closures
- El Lopo in San Francisco runs members-only shutdowns and annual trips to Spain for patrons and staff.
- Those practices create diverse connections and deepen member loyalty and community.
