FEATURES
The Cult of Cooper’s Hawk: Inside the Restaurant with America's Largest Wine Club
By Eric Barton | April 26, 2025
When I first heard that the chain restaurant Cooper’s Hawk operates the largest wine club in America, I assumed it was one of those technicalities—like maybe they define “wine club” in a way nobody else does. But no, it’s real: more than 600,000 members across the country, most of them loyal enough to show up monthly for their bottles, their perks, and their chicken Giardiniera.
So I asked Tim McEnery, above, the founder and CEO, how exactly he built a suburban juggernaut out of a concept that sounds like a pitch for a Food Network pilot: full-service restaurant, private-label wine, boutique gift shop, tasting room, and a wine club bigger than anything out of Napa. He started as a dishwasher, dreamed up the idea in Napa, and twenty years later has created something that functions like a country club for the Costco crowd—with better Merlot.
Below, McEnery explains how he scaled Cooper’s Hawk into a cult of hospitality, why his wine club works for everyone from casual sippers to obsessive road-trippers, and what he thinks about that whole Cheesecake Factory for wine lovers comparison.
The Kansas City tasting room
Can you tell me a bit about your background?
Started as a dishwasher and worked my way up. The idea of Cooper’s Hawk came while visiting Napa, and I came back fired up. I thought everyone across the country should have their own wine country, even wine deserts. And that was what kickstarted my thinking around the concept and what I needed to do to make it happen. And now we are walking into our 20th year.
Cooper’s Hawk is the biggest wine club in the country. Did you always envision it scaling this way?
I believe it is the largest in the country, yes, and maybe even the world. When we opened our first location in Orland Park, Illinois, in 2005, the wine club was part of the concept. I liked the idea of bringing people together to drink the wine we were making. I also knew that making people feel connected and part of a community was important. What never gets old is seeing how powerful the feeling of connection is within our wine club community, restaurants, and life overall. These moments of genuine human interaction—whether it's strangers becoming friends over a shared bottle, the joy of recognizing returning members, or watching celebrations unfold at our tables—remind us why hospitality matters. In a world where digital interactions often replace face-to-face connections, there's something profoundly meaningful about creating spaces where people can slow down, share stories, and create memories together. The wine itself may be exceptional, but it's ultimately a catalyst for these deeper connections that truly enrich lives.
Flatbread at Cooper’s Hawk
The wine is made at a central production facility in Illinois—how do you maintain the feel of a local, boutique experience?
We partner with grape-growers from all around the world who are focused on quality and attention to detail. We believe that storytelling is what connects to people and so we prioritize sharing the stories of our partners and collaborators which keeps that boutique, grape-to-glass feeling.
The restaurants are full-service, the wine is private-label, there’s retail—it’s kind of a unicorn in the hospitality world. Was that intentional, or did the model evolve over time?
The restaurant and “Napa style tasting room” were part of the initial concept. The retail offerings have evolved as we’ve learned more about the interests of our wine club members. Wine club members can continue their journey by accessorizing their wine and food experience with items from our retail shop.
A blind tasting at Cooper’s Hawk
People have described Cooper’s Hawk as “The Cheesecake Factory for wine lovers.” Fair or unfair comparison?
If we are simply talking number of cheesecake flavors to number of wine varietals, yes. It is a wine-lover’s playground for sure. But we also deliver an amazing culinary experience via our scratch kitchen where every sauce and dressing are house made. Our menu includes wine and food pairings to help guests decide what will pair best with their meal. So, in addition to the wine and food experience, we also aim to educate and inspire the guest journey.
Who’s the ideal wine club member?
The wine club was designed to work for anyone and everyone. That’s the beauty of our wine club. From the one bottle member to the ambassador, all enjoy great food and wine. The different levels help meet people where they are in their wine journey and offer loyalty rewards and exclusive event and travel opportunities that are not available to restaurant guests.
Blackened Ahi Tuna at Cooper’s Hawk
Members plan road trips around your locations. How do you build that kind of loyalty?
Great hospitality. Our team culture is one of our highest priorities. We engage in a ton of team building and incentives to support our team - they want to work at Cooper’s Hawk, it’s not just a job for them. That passion passes down to the guest and creates a feeling of belonging. And the wine club is an extension of that community, where you make new friends and continue discovering part of yourself in every sip.
Are there any rules for what goes on the menu, or is it really about creating a crowd-pleaser for the wine club crowd?
No rules. We explore all ideas. And when I travel, I am in total R&D mode. I like to think that the menu at Cooper’s Hawk is a compilation of 20 years of travel and dining out. I bring inspiration back to the team after every trip. Plus, our culinary team is the best in the world and puts a ton of time into innovating and bringing guests new experiences. Our menu is built for broad exploration so that there is something for everyone.
McEnery, left, says the menu has ‘no rules’
With new locations opening all the time, how do you scale without losing the community feel?
We are constantly evolving and innovating with each new opening and always lead with warmth and genuine hospitality. The comradery of our team and the connections they make with guests helps create a thriving community that continues to grow organically.
Eric Barton is editor of The Adventurist and a freelance journalist who splits his time between Asheville and Miami. He’s on a constant hunt for the best pizza, best places to bike, and for his next new favorite destination. Email him here.
