Matt Turner launched Tastecard, a well-known discount card business, in 2006. Its UK offices are in Huddersfield. The card is widely accepted by many eateries in the UK and Ireland, and participants receive a usual discount of 50% or two meals for the price of one. The Tastecard website lists the specifics and limitations of the incentives, which vary from restaurant to restaurant. A physical card the size of a credit card or a "digital card" on a mobile phone is used to implement the service. Tastecard is accepted in both chain and independent restaurants, some of which have Michelin stars. Additionally offered are reduced pizza delivery and movie tickets.

Tastelondon, the brand's original name, was changed in 2010 to include the rest of the UK and Ireland. The largest eating club in the UK, Tastecard reported over 7,000 participating restaurants and over 800,000 members by the end of June 2014. Users of the Tastecard website and mobile app can look up participating restaurants close to a given area. Members may access their digital cards, evaluate restaurants, and monitor their overall savings via the smartphone app. Both Apple and Android devices support the app. By 2023, the majority of memberships will be digital, auto-renewing, mobile phone-required, and devoid of physical cards.