Deliveroo is aiming to attract customers with deep pockets by launching an invitation-only VIP subscription scheme that offers exclusive access to some of London’s top restaurants as well as priority delivery.
The delivery company already has silver and gold level memberships of its Plus scheme, which offer free delivery on orders above £15 and £10 respectively.
The new level, Plus Diamond, costs £19.99 a month and offers access to restaurants such as Izakaya at Dreams in Notting Hill, and Ming Jiang in Kensington, as well as upmarket retailers such as Mayfair’s Hedonism Wines, and The Black Farmer.
In addition, members get free delivery on orders over £10 from restaurants and over £15 from stores, as well as the company’s most generous On-Time Promise, and ring-fenced customer service agents.
Deliveroo says Plus subscription customers now account for 40% of its global order volume and spend three times more on average than non-scheme members.
It is aiming to have Plus customers accounting for the majority of its orders by 2026.
Deliveroo’s most recent global brand campaign ‘It’s All On Your Doorstep’, (pictured) was launched in September last year. It celebrates the brand’s role at the epicentre of local food scenes around the world, connecting customers with the food they love, whether it be from restaurants or grocers, right outside their front doors. The campaign was created by Pablo London.
Deliveroo chief executive Will Shu said: “Plus 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.”
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