Deliveroo has launched a new “invitation only” premium service that allows customers to order fine dining delicacies such as wagyu beef and caviar to eat at home.
The £19.99 a month Plus Diamond subscription service is aimed at the food delivery app’s most active customers. They are offered exclusive access to restaurants such as IZAKAYA at Dreams in Notting Hill, with options including a chef’s selection costing £135, and Ming Jiang in Kensington, as well as upmarket retailers such as Mayfair’s Hedonism Wines, and The Black Farmer.
Other perks include a priority order guarantee that means that if the delivery is more than 10 minutes late the customer get a full refund, free delivery, member only events such as pasta making classes at Pasta Evangelists, a dedicated customer care line, and a 10% credit on deliveries above £30 that can used against future orders.
It is the latest Amazon Prime style subscription style service from Deliveroo, which already has silver and gold level Plus memberships with free deliver on orders above £15 and £10 respectively. For Plus Diamond orders are free for orders over £10 from restaurants and over £15 from stores.
Plus customers now account for 40% of Deliveroo’s global order volume and spend 3 times more on average than non-Plus customers. Deliveroo says it aims to have a majority of its orders from Plus customers by 2026.
Will Shu, CEO of Deliveroo, said he expected most the UK Plus Diamond subscribers to be in London adding that sign ups had already “exceeded expectations” following the launch last month.
He said: “We’re very excited to launch our invite only loyalty programme, Plus Diamond. Diamond is our most exclusive subscription yet and provides our top customers with a whole host of fantastic benefits from premium delivery and a direct line to dedicated customer care agents, to credit back and bespoke events. Put simply, it will be the best way to get the most out of Deliveroo.”
