Deliveroo launches ‘invite-only’ premium subscription service

Deliveroo has launched a new “invitation only” subscription service that allows users to order from high-end restaurants and specialist grocery stores.

The £19.99 per month Plus Diamond service is aimed at some of the delivery app’s most frequent customers.

It offers exclusive access to order from restaurants such as Izakaya at Dreams in Notting Hill in London, which offers a £135 ‘chef’s exclusive selection’ box, and Chinese restaurant Min Jiang in Kensington.

Subscribers can also order from Hedonism Wines and specialist Brixton supermarket the Black Farmer.

Other perks include priority delivery, a full refund if items arrive more than 10 minutes late, and 10% of the basket total refunded in Deliveroo credit on orders over £30.

Diamond members will also be invited to a calendar of food events including an evening with chef John Javier and pasta-making classes with Pasta Evangelists.

It is the latest subscription service for Deliveroo, which first launched a loyalty programme in 2017 and offers discounts to silver and gold level Plus members.

The company said it was aiming to become a “plus-first” business by 2026, with the majority of orders coming from its subscriber base.

Will Shu, chief executive of Deliveroo, said: “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.”

London-headquartered Deliveroo was founded by Shu in 2013 and now has a presence in 10 markets worldwide.