Brooklyn, NY | Butcher Shop & Bakery | Butcher Box Subscription

‍

Key Results

‍

• Doubled subscription offerings within a year, growing from a single box to four tiers plus add-ons
• Major holiday volume that Jen says wouldn't be possible without Table22's support
• Additional freezers purchased with subscription revenue to keep up with demand

‍

Whole animal, whole neighborhood

‍

WINNER opened in Park Slope, Brooklyn in March 2020. Since then, it has grown into a small hospitality family: a flagship bakery and cafe on Seventh Avenue, a full-service butcher shop on Fifth Avenue, and a sister wine bar, Runner Up, for chef-driven plates and pairings. 

‍

The name itself started as a joke from the owner, a riff on “winner winner, chicken dinner.” But it stuck because it captured something real about how the team wanted to operate. "One of the core values of WINNER is that we want everybody to be a winner," says Jen Robertson, People and Operations Manager. "We want to have the absolute best product for our team to handle and to send home with our families and our customers."

‍

At the butcher shop, that value shows up as whole-animal breakdown done in-house, sourced from regional farms that raise animals without added hormones or antibiotics. "What excites our staff is getting to work with whole animal," Jen says. "There's so much that we can do to create really delicious prepared foods and interesting cuts for our clients, who are always excited to come in and see what we have in the case on any given day."

‍

A tier for every table

‍

The idea for a club, as it turned out, came from the customers themselves. "We decided to start a club because people asked us," Jen says.

‍

"It was our client base who said, you know, I really wish that you guys could just magically put all of your favorite things into a box for us. So that's what we decided to do."

— Jen Robertson, People and Operations Manager, WINNER

‍

‍

Working with Table22, WINNER launched a Premium Butcher Box subscription, built around a variety of options to best suit each customer’s preferences. Members can choose from four tiers: the Butcher's Choice Box; the Beef Box; the Pork Pack; and the WINNER Chicken Dinner A dehydrated dog treats add-on rounds things out for members who want to spoil the whole household. Every box arrives with recipes, cooking suggestions, and sourcing notes from the WINNER team.

‍

The lineup itself has evolved with member feedback. In January, WINNER split out a standalone chicken box after hearing from members who wanted just that. It quickly became the shop's most popular offering, trailing only the Butcher's Choice Box. "The amount of people who want just chicken in all of its glorious forms is astounding to me," Jen says.

‍

Behind the scenes, Table22 handles the logistics WINNER doesn't want to own.

‍

"There are so many things that make working with Table22 such a joy for us. Having the Table22 team be able to communicate with the customers directly about logistical problems takes a load off of our minds. I love the reporting that you guys have for us. It's so good."

— Jen Robertson, People and Operations Manager, WINNER

‍

Another reason to walk through the door

‍

One of the biggest surprises for Jen wasn't about the food at all. Thanks to Table22’s logistical support, WINNER offers both delivery and pickup, and she expected most members would default to having a box show up at their door. Instead, pickup day has become a wildly popular reason to stop by the shop.

‍

"The amount of customers who come in to pick up their box and are just so happy to open it in our presence and want to talk about it with us, that's really surprising to me," Jen says. The team now sets aside time specifically for members to stop by, unpack, and chat about what's inside. "We do love a good chat here. We really love discussing meat in all of its forms."

‍

That ritual has turned the shop into more of a third space for regulars, a place people show up not just to buy meat, but to be part of a conversation that continues month after month.

‍

‍

Growth with real results

‍

The club's growth has reshaped WINNER's operations in ways that go beyond the subscription itself. Within a year of launching, the shop had doubled its offerings to customers, a pace Jen credits directly to the support behind the scenes. "We would not be able to do the volume that we do at Thanksgiving specifically without the support of Table22," she says.

‍

That revenue has gone toward real infrastructure, including paying for additional freezers the team needed for storage. It's also brought in customers WINNER wouldn't have met otherwise. "One of the really cool things is that we have had customers come in and say, oh, I found you guys on Table22," Jen says. "It's actually increasing our customer base, which is really cool to see."

‍

Gifting has become part of the club pattern too, with a strong push around the winter holidays and, notably, Father's Day (though Jen is quick to point out that Mother’s Day would be an excellent opportunity, too). And for members who purchase the club for themselves, the appeal often comes down to the relief of not having to think.

‍

"The nicest thing for me is when customers say, I just couldn't bear to go shopping today, and now I have this box of deliciousness. Basically I close my eyes, I put my hand in my refrigerator or my freezer, and whatever I pull out, I'm making for dinner. And it's always amazing."

— Jen Robertson, People and Operations Manager, WINNER

‍

Taking the meeting

‍

When asked about her advice to other operators considering Table22, Jen says, "Have the initial meeting. That's all it really takes, because you guys are so professional. You come up with ideas."

‍

For WINNER, that meeting turned into a club that’s doubled their offerings, deepened guest relationships through pickup day, and given the business even more room to grow.

‍

Our platform, your craft. Welcome to the Club.