Full-service concept Cooper's Hawk Winery and Restaurant saw its systemwide sales grow more than 30 percent in 2017, to $241.8 million.
The restaurant, which was founded 13 years ago, is basically the largest wine club in the U.S., with more than 300,000 members. Its menu suggests wine pairings for all of its dishes and provides members with discounts and exclusive programs.
Members also receive a bottle of wine each month, which they can pick up at a Cooper's Hawk restaurant. They can either take the bottle home or crack it open and pair it with a dish at the restaurant.
The company does not do traditional advertising, instead relying on partnerships with celebrity chefs to market to customers.
Cooper's Hawk is sometimes grouped with a new breed of entertainment-dining venues, sometimes called eatertainment, because of its interactive and experiential nature. As of the end of 2017, the company had 30 locations in the U.S.