How much does it cost to join It's Just Lunch?
By Daniel Gourley — founder of The Wingmen, lifelong Phoenix native.
It's Just Lunch (IJL) is a matchmaking service that does not publish its pricing publicly — cost is disclosed during a one-on-one consultation, and it varies based on your location, the length of your membership, and how many introductions you want. Based on widely reported consumer accounts, packages typically run somewhere between $1,500 and $5,000+, though some markets and extended contracts have reached higher. You will not get a number without sitting through a sales call first.
Why won't they just tell you the price upfront?
Because their model is built around the consultation. A salesperson walks you through your "goals," then presents a custom quote at the end — which makes it harder to comparison-shop and easier to close you in the room. This is a documented pattern in the matchmaking industry, not unique to IJL. Know that going in.
What do you actually get for that money?
IJL handles logistics: they select matches from their local database, arrange the date (usually lunch or coffee), and give each party a brief profile beforehand. You don't browse profiles yourself. There's no app. The value proposition is that someone else does the filtering and scheduling — you just show up. The quality of matches varies significantly by city and by how deep their local pool runs in your demographic.
How does It's Just Lunch compare to other options?
This is the real question, because IJL sits in a crowded middle ground — more personal than an app, less intensive than a high-end matchmaker.
| Option | Typical Cost | Crowd in Phoenix | Effort Required | Best For |
|---|---|---|---|---|
| It's Just Lunch | ~$1,500–$5,000+ | Professionals 30s–50s, varies | Low — they schedule everything | Busy people who want zero logistics hassle |
| Hinge / Bumble / apps | Free–$35/mo | Wide age range, skews younger | High — you do all the work | Volume daters comfortable with self-marketing |
| High-end matchmakers | $5,000–$25,000+ | Curated, serious, often 40s–60s | Low — white-glove service | People who want deep vetting and fewer, better matches |
| Speed dating / events | $20–$60/event | Mixed, social, often 30s–50s | Low-medium — just show up | Men who want to practice in real rooms, low stakes |
| Social clubs / activity groups | Free–$200/yr | Interest-based, all ages | Medium — you engage over time | Building a social life where attraction develops naturally |
| Mutual introductions (network) | Free | Trusted circles | Medium — requires asking | Men with strong existing networks willing to use them |
Which one, when — the honest breakdown
Use It's Just Lunch if: You're genuinely time-starved, you want someone else to handle the admin, and you can afford to treat the fee the same way you'd treat a gym membership — something you pay for even when you're not fully using it. Go in without illusions about the pool size in Phoenix, and don't let the consultation close you on more introductions than you actually have bandwidth for.
Use apps if: You're comfortable with self-presentation, you want volume and control, and you're willing to put in the time. The return is uneven, but the cost of experimentation is low.
Use a high-end matchmaker if: You've been through a significant life change — divorce, relocation, a demanding career — and you want someone who will interview you, interview your matches, and bring you maybe eight introductions a year instead of eighty mediocre ones. You're paying for judgment, not just logistics.
Use events and social clubs if: The goal isn't just a date — it's rebuilding a life where you're genuinely around interesting people. Attraction that develops in a real room, over time, with no performance pressure, tends to be sturdier. This is the most underrated option for men in their 40s and 50s who got socially narrow during a long marriage.
Use your network if: You're willing to be honest with the people who know you. A good mutual introduction carries trust that no service can manufacture.
The thing worth saying plainly
IJL is a legitimate service with a real track record — and a sales process that has drawn consistent consumer complaints about pressure and contract disputes. Before you sign, read the BBB profile for your local franchise, ask explicitly what happens if the introductions don't meet the agreed criteria, and get everything in writing. The fee isn't necessarily wrong; the terms are where you want to pay attention.
For most men in Phoenix who are seriously re-entering the dating world after a divorce: start with one quality social context where you're genuinely engaged, and run apps in parallel at low intensity. Add a matchmaker — IJL or otherwise — only when you've confirmed the pool in your city is actually there. That sequence costs less, teaches you more, and doesn't require a contract.
In Phoenix? Apply for an invite to The Wingmen — vetted members, the city's best rooms, honest coaching.
Anywhere else (or just looking)? See this week's Phoenix singles events — the public slate, updated weekly.
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