Thrillist Rewards, the weekly deals email that is very New York and very male-oriented, is a smash hit.
Thrillist Rewards launched last month as a weekly email offering the kind of “rewards” and discounts that might appeal to urban, affluent young men–think hand-crafted cigars, mixed martial arts or a day at the shooting range.
The most popular deal so far has been the “Endless Ribs and Beer” dinner at Hill Country Barbecue in Flatiron — normally $55, just $29 on Thrillist Rewards.
Thrillist Rewards has already sold more than $25,000 worth of all-you-can-eat rib dinners, TechCrunch reported, and there are still eight days to go.
“We were expecting to start slow and see if there was any appetite for this but it turns out we’re onto something big,” Thrillist CEO Ben Lerer told TechCrunch’s Erick Schonfeld, “Or so it seems. For now rewards will be once a week in NYC with multiple deals delivered at a time, some which we think will drive significant revenue and some which we think will be more about access to exclusive offerings that only Thrillist can secure (with our deep local relationships that have been built over the course of the last 5 years).”
Thrillist typically takes a 30-to-50 percent cut of each deal, according to TechCrunch.
By partnering with local merchants, Thrillist finds and curates unique deals that appeal to its members — such as all-you-can-eat ribs plus all-can-drink Budweiser, Bud Light, Miller Light, Miller High Life, or Tecate.
Lerer hopes to expand Thrillist Rewards to other cities. We bet it would play well in Texas!
ajeffries [at] observer.com | @adrjeffries