Brooklyn, NY | Italian Restaurant & Cafe | Pasta Club Subscription

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Key Results

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• Membership far outpacing early expectations, growing well past what Allison anticipated in year one
• Table22-powered member emails, now the #1 driver of new subscribers
• A steady gifting channel, from graduations to new babies
• A monthly pickup ritual, with perks members look forward to

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From a Park Slope stoop to a neighborhood institution

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In the spring of 2020, with grocery shelves empty and construction on her new restaurant stalled by the pandemic, Allison Arevalo began making pasta at home and selling it from her Park Slope stoop. She and her kids turned out 65 pounds of fresh pasta twice a week, with chalk-art signs pointing neighbors to the pickup spot. Orders sold out in minutes.

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Her restaurant eventually opened in July, but the foundations of what she learned during Covid stuck. "Community is built into everything that we do," Allison says. "It started before we even opened, when I was selling pasta on my stoop and just trying to form a community during Covid." Since then, Pasta Louise has grown into three Park Slope locations - the original restaurant, a cafe, and Bar Louise, a cocktail spot next door. The business also runs the Pasta Rose Scholarship, awarded each year to a Brooklyn student who has lost a parent to cancer, in honor of Allison's sister.

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The drive to gather people around a table and celebrate like family is the throughline of everything Pasta Louise builds.

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A menu regulars already know by heart

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Park Slope isn't a tourist neighborhood, so Pasta Louise runs on locals, some of whom come in three times a week and have worked their way through everything on the menu. That kind of loyalty is a gift, and also a puzzle: how do you keep giving your most devoted guests a reason to feel excited, when they already know the menu inside and out?

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Allison and her team saw an opening. Their regulars wanted more from Pasta Louise, and Pasta Louise had more to give, dishes that would never make sense on a daily menu but were worth cooking for the people who'd shown up for them from day one.

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Reasons to stay loyal

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Working with Table22, Pasta Louise launched Louise’s Monthly Pasta Club, combining the in-house magic regulars know and love with off-menu surprises to enjoy at home. Each shipment pairs a fresh pasta kit with a ready-to-bake dish, plus snacks and treats from the kitchen, with vegetarian versions available and an optional cocktail pairing from Bar Louise. Families can add a kids' meal, and members choose pickup or delivery, with the option to pause or cancel any month.

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The club also became a built-in loyalty layer for the people already walking through the door most often. Members get perks on pickup day, like a free glass of wine or a free dessert, small touches that turn a club pickup into a reason to come say hi. New sign-ups, whether online or in the restaurant, walk away with a free tote bag.

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"We don't ever put things on in the club that are on the menu…Even for people who come in three times a week, it's going to be things they've never tried before. We wanted to keep them excited and engaged, and give them more reason to spend more money with us, to come say hi."

— Allison Arevalo, Owner, Pasta Louise

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On the operations side, Table22 runs the parts that used to eat into Allison's time. "Not having to think about sending the email out is amazing," she says. "It's definitely our biggest driver of new subscribers. It's just not having to set up the page or worry about deliveries. Really, all we have to do on our end is cook the food and put it in the bags."

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The bag people can't wait to pick up

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What’s surprised Allison most is just how popular the experience has been with her guests. "I thought maybe we'd have members kind of trickling in every month," she says, "but people get really excited, and we have a ton of people who pick up a bag every month." Member feedback consistently comes back to the same theme: how much is packed into each bag, and how much value members feel they're getting for the price.

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Gifting subscriptions has turned into its own growth engine, too. Holiday season provides a wave of sign-ups, and graduation season brings another, but the unexpected driver has been new parents. A three-month pasta club subscription has become one of the go-to gifts for a family with a newborn, a way to say congratulations without asking anyone to cook.

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Building on the momentum

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Pasta Louise also cross-promotes the club at its cafe location, setting aside a few extra portions each month and labeling them in the case so walk-in customers can see exactly what club members are getting, and ask about signing up themselves.

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While she relies on Table22 to take the bulk of the logistics off her plate, it’s touches like that which define her as a smart business owner, always reaching out to keep guests engaged. Here’s her advice to other operators on starting a club:

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"Definitely go for it, and make sure to market it. Table22 does a really great job of marketing and coming up with materials, but as owners it's also our job to get that out there. The more you talk to your regulars about it, the more it takes off."

— Allison Arevalo, Owner, Pasta Louise

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Pasta Louise continues to lean into what makes it a neighborhood gathering spot, from hosting weddings and private events at the restaurant to its annual opening-anniversary scavenger hunt. The pasta club has become part of that same fabric, another way for the people who already love Pasta Louise to stay closely connected to it, one exclusive bag at a time.

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Our platform, your neighborhood. Welcome to the club.

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