That is one of the best deals around: You pay $15 but you get a $10 certificate back, $5 for your birthday, priority seating, and in the CT one at least, you just show your card and do not wait in line. You have priority seating.
Each time you eat you get either a free appetizer or 10% off your meal. Regardless, you still get 10% off your store purchases...
For Valentine's day this year, I called an hour ahead of time and having the place booked that evening, I still got in.
I got my card when we ate there but people may apply through their website too, I think. Or just call them for an application