Wild Fork changing (eliminating) their membership model

[DaveD]

Got this notification from Wild Fork yesterday:

"As we welcome the New Year, we're thrilled to announce that all customers can now enjoy free shipping on orders of $200 and above.* This update is part of our continuous effort to provide more benefits and convenience to you.

While we're enhancing our services, please understand that this comes with a change to our Wild Fork Unlimited Membership program. Starting February 1, 2024, Wild Fork Unlimited membership will no longer be available in areas serviced via 1- or 2-Day Ground. If you currently have a Wild Fork Unlimited Membership and are in an affected area, your membership will remain in effect until the expiration date displayed on your account page.** For those with membership in our local delivery areas, nothing changes with anything in your area; however, if you purchase and ship products to anyone in the 1- or 2-Day Ground areas, shipping costs will be incurred if the order is under $200."

*Free shipping not eligible for any orders shipped via Next Day Air or for local delivery.

**Effective February 1, 2024, Wild Fork will be implementing changes to the Wild Fork Unlimited membership program. At this time we will be suspending the acceptance of new Wild Fork Unlimited memberships in all Next Day Air and UPS Ground Shipping zones. This suspension will remain in effect until further notice. Wild Fork Unlimited members residing in areas affected by the upcoming changes will not be able to modify their membership terms after this date. Any modifications, including cancellations, may result in the inability to re-purchase a membership while this suspension is in effect. Current Wild Fork Unlimited members who maintain their membership status without any changes after February 1, 2024, will continue to enjoy their existing member benefits until their current membership term expires, as displayed on their Wild Fork account page. By continuing to use your Wild Fork Unlimited membership, you acknowledge and agree to the Wild Fork Unlimited Terms and Conditions. This communication serves as notice of changes that impacts to your membership. Should you have any questions or concerns regarding these changes, please contact our support team at [email protected]."

The obvious question is, do I live in an affected area? So I tried to find out on their website, but there is no info. So I sent in an email to the address listed asking for clarification, and how do I find out whether my location is in the "affected" areas? The first answer I got simply pasted in the text that's on their web page, directing me to look at my membership expiration date and that nothing would change until then. I responded, you didn't answer my question, and I can read the text you pasted in perfectly well the first time. I'm talking about *my location*, do you have a map or something that shows where things will be unchanged and where it'll shift to free shipping only for orders over $200 after current membership expires? The reply was "you're in an affected area" without any way to judge where those areas are.

My yearly membership (it's $29) was renewed last October, so I'm grandfathered in until next October, which grants free shipping for any order over $35. I can well understand that they're losing money on that and want to modify the model - that's not a problem. But this mealy-mouthed way of communicating, trying to make it something they're "thrilled to announce" - hey, your membership will go away when this year's done, then you have to order $200 worth instead of $35 worth for free shipping - and then this evasive set of replies really leaves a bad taste in my mouth. I've been a firm fan of WF for some time now - outstanding quality and the best prices out there, and with the membership, always free shipping (pretty easy to break that $35 threshold).

So I plan to make the most of my membership until it expires, then simply order much less frequently and stock up when I do to ensure I get the free shipping. But this is a crappy way to communicate, IMO.

[LA Pork Butt]

I guess I am fortunate that there is a Wild Fork within driving distance. It is a 30-35 minute drive, but it is fun shopping in the store.

[Purc]

Wild Fork is close to me as well. Just about a 20 minute drive. I agree the store is fun to shop and it is spotless.

[Darchie03]

My membership expired in Feb. But today I went to their website & hit the red button for Renew membership & it let me and now i'm good till Feb. 01 of 2025 after they said it was not renewable.Now They may resend this & refund the money but I can hope they don't

[DaveD]

They said no more renewals after 1 Feb, so today was the last day to renew

[Jfrosty27]

I’m a unlimited member and have yet to receive this message. I probably will tomorrow or soon after. I am not surprised. They opened a retail store across town from me last year and they deliver to me from that store. That has to be a loser. Oh well. They need to run the business first.

[DaveD]

Just wish they'd be up front about it. We're all grown ups, treat us that way.

[Donw]

“Every normal man must be tempted, at times, to spit on his hands, hoist the black flag, and begin slitting throats.”
H.L. Mencken

I’m sensing this might, understandably, be one of your times.🙂

[STEbbq]

I agree with the poor communication. My interpretation is that unless you have local delivery as an option when you check out, you are going to be in the free shipping over $200 club.

[Purc]

You can still join their club until February 1, 2024 but make sure to pay the entire amount at once. So you have 1 year to receive free shipping if you join before 2/1/24.

BTW, a friend of mine in Chattanooga last week had their shipment held up by UPS due to weather for several days. Wild Fork gladly refunded the cost of the order since it arrived defrosted. Great customer service.

[Uncle Bob]

As an "Unlimited" member I also got the same communication yesterday. Sometime in the past couple months they threw an extra "complication" into the mix by changing how my area got delivery service. Previously we got our orders delivered via UPS out of their Dallas facility, but my last order a few weeks ago got delivered by one of the courier services out of Austin. My guess (because they didn't publicize it) is that they opened a facility in Austin and it pencils out better for them to use a courier service (think Uber Eats and the like). How is that some sort of problem? Well, when we got "free" shipping via UPS it's not customary to tip the driver, however, with the usual courier type deliveries it is customary. "FREE" shipping loses it's appeal when you substitute a shipping fee for a tip.

I agree, inflation has hit their business in multiple ways. Dino ribs that once were around $10 per pound are now around $13 IIRC. Shipping is similar so changes were/are necessary. But, they are gradually losing their market edge. I can now buy many of the similar products they offer that aren't offered in local grocery or small butcher operations at Sam's Club (e.g. strip loins, brisket, sea scallops etc.) for the same or less in cost. A second kicker is that I've gotten more selective about what I order from WF as their quality has slipped considerably from what it was 3 years ago when I started with them. My guess is they are having labor quality issues and the processors are stuck with people less skilled in proper butchery and recognizing quality standards. To me that's a lethal cocktail. I'll continue to monitor my value equation, but my gut feeling today is they are more likely to lose me as a customer than not.

[DaveD]

I'm nowhere near raising black flags and slitting throats, as I said, I've been a firm fan. I won't stop ordering from them. They're changing their membership model, so I'll just change my customership model I haven't seen any decrease in quality that Uncle Bob mentioned, their deliveries always arrive on time and in perfect condition, and the one or two times there was any issue, they made it right immediately. I've been totally satisfied. Just stuck in my craw to have the breathless "we're thrilled to announce" tone in their notification. C'mon, man!

[58limited]

I just logged onto Wild Fork and I do not see any change in terms of service announcement nor have I gotten and e-mail about it. I just placed an order with no problems or notifications about changes to my membership terms - my membership expires in November. I even looked at their terms of service page and this is what it says:

"Effective February 1, 2023, Wild Fork Unlimited will no longer be available in select zip codes. Any members with an existing Wild Fork Unlimited membership in an affected zip code will continue to enjoy their existing member benefits until the current membership term expires, as displayed on their personal Wild Fork account page. Please visit our FAQ for more information or reach out to us at [email protected] if you have questions about your Wild For Unlimited membership."

Maybe they tailor the terms of service page based on your location; i.e. - people not affected vs. those who are? I'm two hours east of Houston.

[DaveD]

Distinctly possible, although the content of what you saw is the same, except for the date - are you sure it said 2023 and not 2024?

[58limited]

DaveD I did a cut and paste of the text. It said 2023. No other notices on the site popped up as I was shopping.

[DaveD]

58limited Copy that - suggests they've been phasing in this change in different areas, as you suggested. Again, no complaint about their need to change policy, only in the comms.

[SheilaAnn]

I, too, live only about 20-30 minutes from a brick and mortar location. And soon, that distance will be reduced to 10 minutes.

[Jfrosty27]

I think I got lucky. My membership just renewed Jan. 5th. So if I understand it right, I’m good for another year! 🤷♂️🤞

[Jerod Broussard]

You're getting a $400 minimum next year.......

[acorgihouse]

I have never ordered from them, but some of my neighbors do. We are in the area of store delivery available, same or next day. I have recently considered it, for some things I can't get close by or from my co-op, primarily chicken wings. I love wings, and too many places are now chopping off the tips, my fav part. So, anyway, I looked just now. Seems this won't affect the store delivery people, it has been $9.95 for same or next day delivery without a membership, free with. So getting delivery once a quarter would pay for a membership. If I ordered once a month, would def be worthwhile for me. Some of my neighbors have done a little "Wild Fork Co-op" thing, actually. One person pays for the membership, they all pitch in (four families I'm aware of), and every so often they all order same or next day delivery to the one house. I'm guessing WF is losing $ on similar schemes, so they have to make it up somehow.

[DaveD]

I think they're a great online vendor. That's why I was surprised and disappointed in the tone of their message, out of character for sure.

[johnec00]

That first paragraph seems like something written by a recently hired used care salesman. Its hard to fault them for the change in shipping policy though, many online retailers charge differently depending on distance from a distribution center. And today, $200 is not a ridiculous level for free shipping via ground. I live about 2 miles from one of their stores, so it doesn't effect me but I pay way more than $29 for free shipping from Amazon. Buried in all of this is the fact that Wild Fork is a small pimple on the side of the massive JBS USA (formerly Swift). JBS USA is, in turn a subsidiary of JBS SA of Brazil, the worlds largest meat producer.

[Jerod Broussard]

And Tyson has IBP.....

[OC Sandy]

As an "Unlimited" member I also got the same communication yesterday. Sometime in the past couple months they threw an extra "complication" into the mix by changing how my area got delivery service. Previously we got our orders delivered via UPS out of their Dallas facility, but my last order a few weeks ago got delivered by one of the courier services out of Austin. My guess (because they didn't publicize it) is that they opened a facility in Austin and it pencils out better for them to use a courier service (think Uber Eats and the like). How is that some sort of problem? Well, when we got "free" shipping via UPS it's not customary to tip the driver, however, with the usual courier type deliveries it is customary. "FREE" shipping loses it's appeal when you substitute a shipping fee for a tip.

I agree, inflation has hit their business in multiple ways. Dino ribs that once were around $10 per pound are now around $13 IIRC. Shipping is similar so changes were/are necessary. But, they are gradually losing their market edge. I can now buy many of the similar products they offer that aren't offered in local grocery or small butcher operations at Sam's Club (e.g. strip loins, brisket, sea scallops etc.) for the same or less in cost. A second kicker is that I've gotten more selective about what I order from WF as their quality has slipped considerably from what it was 3 years ago when I started with them. My guess is they are having labor quality issues and the processors are stuck with people less skilled in proper butchery and recognizing quality standards. To me that's a lethal cocktail. I'll continue to monitor my value equation, but my gut feeling today is they are more likely to lose me as a customer than not.

You described my experience with them almost verbatim to what I have shared elsewhere. The difference between your Wild Fork experience and mine is that I stopped ordering from them about a year ago. "Free Shipping" wasn't free when tipping became part of the equation. Repeated hiccups in quality moved Wild Fork out of the Value category for me.