This series is an example of what can happen when a client approaches us to create an experiential programme for a specific audience.

The American Express team in London told us that their Gold Cardmembers felt the benefits available to them were not sufficient, or “special” enough for the fees charged. Loyalty in the credit card marketplace is extremely hard won, so benefits packages need to be constantly re-assessed and improved. Extensive market research into what American Express Gold Cardmembers showed they wanted and expected indicated that dining, food and culture (high and low) were key areas of interest.

Guided by this market research, Gastronomous spent six months developing a new programme exclusively for Amex Gold Cardmembers called Eat Life. The programme grants Cardmembers access to a wide variety of unique, shareable and memorable events created and managed by the Gastronomous team, which have a love of food at their heart. Eat Life now sits at the centre of the Amex Gold Cardmembers’ benefits programme.

In 2019, successful pilot events for Eat Film and Eat Wine were held. The programme expanded during 2020 with a full programme of Eat Life experiences taking place in 2021 – and the programme has been growing ever since.

In 2021, we created popular event series such as Festive Spirits – a series of masterclasses, tastings, and at-home events in December focusing on great drink brands and restaurants in celebration of the festive season. This series has provided fantastic ongoing sponsorship opportunities for our London Restaurant Festival drinks partners, such as Martin Miller’s Gin and Innis & Gunn.

In 2022, the programme continued to develop with the expansion of established series such as our at home cook-along evenings with celebrated chefs – Cook with the Stars. This series saw some fantastic evenings hosted by the likes of Matt Tebbutt and Sabrina Ghayour. We also introduced new experiences such as the Arcade Preview evening which granted 300 Gold Cardmembers access to the brand new food hall before the general public – with entry tickets including a welcome cocktail and shared small plate. Later in the year we introduced Eat Books which combines a love of literature with a love of gastronomy. Hosted by celebrated authors such as Dolly Alderton, Charles Cumming and Atul Kochhar, the events saw book signings take place alongside specially curated Tasting Menus.

In 2023, the Eat Life series continues to develop with monthly events taking place across an even wider range of cultural interests. Through the Transfer Window, in partnership with The Athletic, bought together legendary football journalists at the Tottenham Hotspur stadium for an exclusive panel discussion and Q&A on what it’s like to cover a transfer window, alongside an informal dinner and exclusive stadium tour.

My Neighbourhood is another exciting new series which launched this year where Gold Cardmembers had the exclusive opportunity to join one of London’s hottest chefs on a culinary tour of their favourite foodie spots in their local London neighbourhood. Events took place in Borough with Nick Fitzgerald from Tacos Padre, Highbury & Islington with Mandy Yin of Sambal Shiok and Soho with Dom Fernando from Paradise.

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