The subscription service industry is booming. And following the success of services such as Deliveroo Plus and Uber One, Just Eat is now taking its turn to enter the subscription market.
Starting at £2.49 per month, Just Eat+ offers a subscription that provides unlimited free delivery for users. But, in a sector dominated by subscription delivery services, a discount isn’t enough. How can brands like Just Eat make their subscription stand out?
As subscription services grow and new ones emerge, businesses are facing the challenge of customers experiencing subscription fatigue. Globally, consumers are members of an average of 10 loyalty programmes. With dozens of schemes vying for attention, often offering nearly identical discounts and promo deals, loyalty has begun to lose its meaning.
The brands that win in this space are those that integrate into people’s everyday lives.
Meet the customers where they are
When every delivery app offers free delivery, that’s no longer a differentiator – it’s an expectation. Deliveroo and Uber Eats have realised this, building in wider partnerships and real-world value into their memberships.
For example, Amazon Prime members receive Deliveroo Plus Silver as part of the broader bundle of film, music, and shopping perks. Uber One includes priority service across Uber’s ride-hailing business and other transport services. These aren’t just food delivery perks, they’re integrations into a much broader ecosystem.
You only need to look at other industries to know this isn’t a delivery-specific quirk.
Airlines, for example, are reshaping loyalty by focusing on how they can deliver value across the entire travel experience, not just when they board the plane. British Airways’ long-standing partnership with American Express turns everyday spending into meaningful travel perks. At the same time, Delta Air Lines has built an entire rewards system through collaborations with brands including Starbucks, Hertz, ExpressVPN and Shake Shack.
These examples show a clear shift: the most effective subscriptions don’t start and stop at the point of purchase. They must deliver lasting value across multiple touchpoints and address customers’ needs, from free delivery and exclusive experiences to security, privacy and other digital services that their shoppers already use every day.
To build retention, Just Eat+ could consider partnerships with payment providers, media platforms, or tech services that protect and enhance digital life.
If you earn it, they will come
Deal loyalty is when customers stick around for discounts, but bounce when a better one comes along. In the hyper-competitive world of online grocery and e-commerce, that’s not true long-term loyalty.
To create meaningful customer relationships, brands must demonstrate that they exist beyond the moment of purchase. That could mean personalising delivery windows, offering secure payment and browsing options, or rewarding long-term memberships with perks that go beyond food.
But in today’s always-online world, it also means understanding that food delivery is no longer just a physical service – it’s a digital one. Most people now interact with delivery apps entirely through their phones, using saved payment methods, location data and real-time tracking.
These experiences need to be smooth, but they also need to feel secure, with trust as important as convenience. Consumers want to know the apps they use to browse, order and pay are protecting their data. But they don’t necessarily want more. They want better.
To be successful, add-on subscriptions from Just Eat+ and the rest need to demonstrate how they are helping people live smarter, safer, and more conveniently.
Subscription models aren’t going anywhere. However, in a world where every interaction is digital, the brands that win loyalty will be the ones that protect, support, and enhance customers’ everyday lives in meaningful ways, beyond convenience and cost.
Zac Eller, GM, Global Partnerships at ExpressVPN
No comments yet