Los Angeles has long been synonymous with wellness trends, kale-powered culture, and the kind of plant-based dining that turns a basic burger into an Instagram moment. But even in a city that coined the $20 smoothie, affordability hasn’t exactly been part of the movement’s reputation. Enter The Good Card, LA’s first vegan loyalty program built to bridge that gap, offering discounts, rewards, and insider access to a curated network of local restaurants and shops—all through a digital card that lives in your smartphone wallet.
The Good Card rewards conscious consumerism with tangible benefits. Flash the card at participating businesses and you unlock a mix of member-only deals, free giveaways, flash discounts, and invite-only events. Brands already offering discounts ahead of the launch include the vegan Italian West Hollywood restaurant Pura Vita, dairy-free frozen yogurt chain Yoga-Urt, Venice’s Likeminded studios, and zero-waste supermarket chain RE_Grocery.
Good Card Partners share a commitment to providing a strong range of vegan-friendly and sustainable offerings, making the card an accessible entry point for everyone from the staunchly animal-free to the curious omnivore. Consumers can join the waiting list now, and interested brand partners can also submit their businesses for listing.
Supporting local
For Los Angeles, where the cost of living continues to climb, fueled in part by rising tariffs, inflation, and the ripple effects of global supply chain disruptions, the timing could not be better. According to the US Bureau of Labor Statistics, consumer prices in the Los Angeles area increased 3 percent over the past 12 months, with food prices jumping 5.8 percent. Dining out, in particular, has become increasingly cost-prohibitive. Nationally, full-service restaurant prices are up nearly 4 percent from last year, with California cities bearing some of the sharpest spikes.
In the face of those numbers, local loyalty has become both a necessity and a political act. A recent study from American Express found that nearly 90 percent of US consumers believe it is important to support small businesses, with 73 percent saying they are willing to pay more at a local shop if it means reinvesting in their community. The same survey found that Gen Z and millennials are driving this trend, with younger consumers prioritizing mission-driven purchases, especially those tied to wellness and sustainability.
“People want to support better businesses, but they also need it to make economic sense,” reads the press release shared with VegNews. “The Good Card is about making those better choices easier—and more rewarding.”
While the loyalty card model is nothing new—according to EY, 92 percent of American consumers are enrolled in at least one loyalty program, and almost half belong to more than five loyalty programs—The Good Card brings that model to an audience that’s historically underserved by traditional programs. Customers seeking plant-forward and sustainable options, despite being among the most brand-loyal and ethically motivated, have rarely had a rewards program that speaks directly to their lifestyle.
And this isn’t just for tofu diehards or oat milk evangelists. More than two-thirds of adults identify as actively reducing their meat consumption, according to recent data. That interest has driven a sharp uptick in demand for vegan menu options across mainstream establishments—from sushi counters to taco trucks.
What The Good Card offers is a passport to those choices, bundled with the thrill of discovery. Think of it as a velvet rope into LA’s eco undercurrent, minus the price tag that usually comes with eating well in this city. Its roster of partners spans beloved vegan institutions and surprise crossovers alike—restaurants with cult followings, natural wine bars offering curated vegan pours, independent beauty retailers, and even wellness and fitness studios, hotels, and more.
A perked-up loyalty program
The Good Card is also rolling out monthly flash deals, giveaways, seasonal pop-ups, and collaborative events that offer members early access and exclusive perks. Small businesses stand to benefit, too. There’s no fee for brands to list their offers to members, and with consumer confidence still shaky—especially in sectors tied to discretionary spending—participation in a local loyalty ecosystem can be a powerful hedge. A recent study shows that businesses with loyalty programs see customer visit frequency increase by 20 percent.
That kind of traction is critical, says The Good Card. “There’s real power in keeping dollars circulating within a conscious economy,” the company says. “We’re rewarding values—sustainability, wellness, and community-building.”
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From a user perspective, the system is frictionless. There’s no app to download or account to manage. “Everyone seems to be in app overload these days,” the company says. “Apps are also so high maintenance on the consumer and operations side. They require constant updates and tweaks. We just want to make saving money and supporting the local economy easy.”
Once the card is live, users can sign up online and add it directly to their Apple or Google Wallet. From there, flashing it at checkout is enough to unlock available deals, which are expected to rotate often to keep the program dynamic and responsive. The Good Card partner deals will always be updated in real time on the site, and regular emails to members will alert them to new businesses, deals, and events.
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Plans are already in place to expand The Good Card beyond Los Angeles. Future rollouts are anticipated in other major metropolitan areas including New York City, San Francisco, Austin, Miami, and London. But LA remains the blueprint—an urban test kitchen for how consumer choice, digital convenience, and plant-based culture can intersect in a way that benefits both diners and the businesses that serve them.
The Good Card is affordable, too, with plans starting at just $9.99, it’s ushering in a grassroots economic shift—small-scale but intentional, designed to fortify the city’s ethical economy while making everyday indulgence a little more affordable. Consumers interested in The Good Card can sign up here.
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