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tastecard is a UK- and Ireland-based restaurant discount card offering in some cases a 50% discount, in others two meals for the price of one at participating restaurants; details and restrictions vary from restaurant to restaurant and are listed on the Web site.
tastecard was originally set up in 2006 as tastelondon by founders Matt Turner and Jamie Milner, and re-branded in 2010 to encompass the rest of the UK and Ireland. As of May 2012[update] tastecard reported over 6,000 participating restaurants and over 500,000 members, and claimed to be "the largest dining club cooperative of our kind, anywhere in the world".
Participating restaurants range from chains such as Pizza Express to Michelin stared restaurants. Annual membership costs £79.95 and is purchased through the website; shorter free trials are often available. Discount membership, and tastecards offered to purchasers of some items or services, are available from time to time. Restaurants which participate in the scheme are required to offer a discount to members, but the restaurants do not receive any share of the membership fee. The Taste Card website and smartphone app allows users to search for participating restaurants near a specified location.