The Manager at the Houston location where I eat fairly often told me that besides the short-lived partnership with Continental via Chase Pres Plus, that it is each general manager's perrogative to invite their frequent vip sort of guests to become an official vip who then is registered system-wide through the home office, sent the vip card, then offered various perks. He said the program was not new when rolled out to Chase Pres Plus, but it was a totally unadvertized way to pamper and recognize their most valued guests.

I agree with nevansm who wrote: Today 7:04 pm
nevansm: "I'll say that I love this benefit. I was not a "frequent" mortons patron before, but now that I have the VIP status, I go there much more. Have dinner at least once a month and drinks several other times. Great marketing ploy by Mortons!"

Yes it was a good marketing move. When I'm faced with the choice of Mortons, Palm, Del Frisco, Cap Grill, Ruth's Chris, etc, I tend to wind up at Mortons now b/c they treat me so well, even outside my home city. I Love this benefit too!