Its Just Lunch is one of the most expensive dating services in the USA, charging anywhere from $2,000 to $4,000 for their matchmaking packages. But is it actually worth the investment? After Lovezoid's review team spent several weeks investigating this service, I have a mixed verdict. Its Just Lunch works best for extremely busy professionals who genuinely can't spare time for online dating and have disposable income to burn. However, if you're budget-conscious or prefer more control over your dating life, you should probably skip this one and check the comparison table above for alternatives.

What is Its Just Lunch?

Its Just Lunch is a personalized matchmaking service that's been operating since 1991. Unlike typical dating apps where you swipe through profiles yourself, this service assigns you a personal matchmaker who hand-selects potential dates for you. The concept is simple: they set up lunch or drinks dates, you show up, and they handle all the logistics.

The company targets working professionals in their 30s to 50s who claim they're too busy to manage their own dating lives. They operate in major cities across the USA and several international locations. As of 2026, they've reportedly facilitated over 2 million first dates since launching. The service positions itself as a premium alternative to swiping endlessly on mainstream apps, though that premium positioning comes with a premium price tag.

Key Features of Its Just Lunch

The core offering here is human matchmaking rather than algorithm-based matching. When you sign up, you're assigned a dedicated matchmaker who conducts an interview to understand your preferences, deal-breakers, and relationship goals. They then manually search their database to find compatible matches.

Here's how the actual matching process works: Your matchmaker reviews profiles in their system and selects someone they think fits your criteria. They contact both parties, confirm mutual interest, then arrange a date at a restaurant or bar. You don't see photos beforehand, which the company claims reduces superficial judgments. After each date, you provide feedback that supposedly helps refine future matches.

The "no photos" policy is controversial. Some members appreciate the old-school approach that focuses on compatibility over looks. Others find it frustrating to invest time getting ready for a date with someone they might have zero physical attraction to. This feature surprised me—in an age where we can see everything online, showing up blind feels like a gamble.

Additional features include:

• Background verification on members (though the depth of these checks varies)
• Matchmaker coaching sessions to improve your dating skills
• Feedback loops after each date
• Date coordination including restaurant reservations

One thing Its Just Lunch doesn't have is a proper mobile app. There's a web portal you can access from your phone, but it's basic and primarily used for scheduling and feedback rather than browsing matches. If you're used to the convenience of mobile-first dating platforms, this feels dated.

Its Just Lunch Pricing & Value

Let's address the elephant in the room: Its Just Lunch is expensive. Really expensive. Membership packages in the USA typically range from $2,000 to $4,000, though some reports suggest prices can go even higher depending on your location and the package you select.

The pricing isn't transparent upfront. You can't see costs on their website—you have to schedule a consultation first. During my research, I found this frustrating. The lack of price transparency feels like a high-pressure sales tactic. You invest time in an interview, get excited about the service, then learn the cost when you're already emotionally invested.

What do you get for that money? Typically, a set number of dates (often 10-15) over a contract period of 6-12 months. Premium packages include additional matchmaker coaching sessions. The per-date cost works out to roughly $150-400 per introduction, which is steep when you consider many of these dates won't lead anywhere.

Is the premium worth it? Honestly, that depends entirely on your financial situation and how much you value your time. If you're a high-earning professional billing $500+ per hour, outsourcing your dating life might make economic sense. For most people, though, this pricing is hard to justify when free and low-cost alternatives exist.

Our Lovezoid experts found that the value proposition weakens further when you consider there's no guarantee of quality. You're paying for introductions, not outcomes. Some members report excellent matches; others feel they received dates with people who clearly didn't fit their stated preferences.

User Experience on Its Just Lunch

The sign-up process begins with filling out a basic form on their website. Within a day or two, a local representative contacts you to schedule an in-person or phone interview. This interview typically lasts 30-60 minutes and covers your dating history, relationship goals, lifestyle, and preferences in a partner.

I found this interview process thorough but also somewhat invasive. They ask detailed questions about income, education, and what you're looking for physically in a partner. The matchmaker takes notes and supposedly uses this information to find compatible matches. Whether they actually reference these notes later is debatable based on member feedback I've reviewed.

After signing up and paying, you wait for your matchmaker to find someone. Wait times vary significantly. Members in major cities like New York, Los Angeles, or Chicago typically get matched faster. Those in smaller markets might wait weeks or even months between dates. This inconsistency is a major complaint I encountered repeatedly.

The actual date experience is straightforward. You receive a call with basic information about your match (first name, general profession, a few personality traits) and the date details. You show up, have lunch or drinks, and that's it. After the date, both parties provide feedback to the matchmaker.

Profile quality varies wildly. Some members are exactly as described—successful, attractive, genuinely looking for relationships. Others seem to be padding the database. Several former members report being matched with people who clearly didn't meet their stated criteria, suggesting matchmakers sometimes prioritize filling quotas over finding genuine compatibility.

The interface and communication tools are minimal. There's no messaging system to contact matches before or after dates. All communication goes through your matchmaker, which some find reassuring and others find controlling. If you're someone who likes to message potential matches extensively before meeting, this approach will feel limiting.

Is Its Just Lunch Safe and Legit?

Its Just Lunch is a legitimate company that's been operating for over 30 years. They're not a scam in the traditional sense—you will receive the services you pay for. However, "legitimate" and "worth the money" are different questions.

On the safety front, the company claims to conduct background checks on members. However, the extent of these checks isn't clearly disclosed. Some verification happens, but don't assume everyone you meet has been thoroughly vetted. Use the same caution you would with any dating situation.

The Better Business Bureau shows mixed reviews for Its Just Lunch. Common complaints include:

• Matches that don't align with stated preferences
• Long wait times between dates
• Difficulty canceling contracts or getting refunds
• Aggressive sales tactics during the initial consultation

That said, there are also positive reviews from members who found meaningful relationships through the service. Success stories exist—they're just not universal.

Privacy-wise, your information is kept within their system and shared only with potential matches and your matchmaker. They don't appear to sell data to third parties. For USA users concerned about privacy, this closed system offers more discretion than public dating profiles.

One legitimate concern: the contract terms can be restrictive. Read everything carefully before signing. Some members report difficulty pausing memberships or getting refunds when circumstances change. The constant upsells during the membership period also got annoying according to several reviews I analyzed.

Who Its Just Lunch Works Best For

In our 2026 testing and research, we identified specific user types who benefit most from this service:

Ideal candidates:

• High-income professionals with genuinely limited free time
• People who hate dating apps and prefer human curation
• Those who value discretion and don't want public dating profiles
• Individuals who struggle with the paradox of choice online dating creates
• Anyone who finds the idea of a "blind date" exciting rather than terrifying

If you're looking for something serious and have the budget, Its Just Lunch removes much of the work from dating. Someone else handles the searching, vetting, and logistics. You just show up.

Who should look elsewhere:

• Budget-conscious daters (this is not affordable for most people)
• Anyone who wants control over who they meet
• People who need to see photos before agreeing to dates
• Those in smaller cities with limited member pools
• Anyone uncomfortable with long-term contracts

If you're over 50 and dating again, the personalized approach might appeal to you, but the price point remains a significant barrier regardless of age.

Its Just Lunch delivers on its core promise: they will arrange dates for you with other professionals. The question is whether that service justifies the $2,000-$4,000 price tag. For most people, the answer is no.

The service works best as a supplement to other dating efforts, not a replacement. If you have money to spare and genuinely can't find time to manage your own dating life, it might be worth trying. The human matchmaking element does offer something different from algorithm-based apps.

However, the lack of price transparency, restrictive contracts, and inconsistent match quality are real concerns. Member experiences vary dramatically—some find their partners through the service, while others feel they wasted thousands of dollars on incompatible dates.

If Its Just Lunch interests you, I'd recommend scheduling the free consultation to learn the exact pricing for your area before committing. Ask detailed questions about their member pool in your city, average wait times between dates, and cancellation policies. Don't let sales pressure rush your decision.

For those who find the pricing prohibitive or prefer more control over their dating life, check the comparison table above for alternatives that might better suit your needs and budget. There are effective ways to meet quality matches without spending thousands upfront.

The bottom line: Its Just Lunch is legitimate but overpriced for what you receive. It solves a real problem for a very specific audience—time-strapped professionals with disposable income. Everyone else will likely find better value elsewhere.