Deliveroo has ditched its “on time promise”, which compensated its Plus Gold members with £5 credit if their order arrived more than 15 minutes late.
The promise was a key selling point of its premium subscription tier, when it was revamped in 2024. Another perk – 10% credit back on restaurant orders over £30 – has also been pulled.
At the same time, Deliveroo has lowered the monthly cost of Plus Gold to £4.99 per month, down from £7.99 per month.
Membership includes unlimited free delivery fees and up to 60% off service fees on eligible restaurant orders over £10 and grocery and shopping orders over £15, plus access to “exclusive offers”.
The credit and compensation perks will remain for Plus Diamond subscribers, the exclusive, £19.99 per month, invitation-only tier launched in 2024.
“We are constantly looking at ways to improve our Plus subscription to ensure customers can extract the most value from every order,” a Deliveroo spokesperson told The Grocer. “We are migrating to a simpler and more affordable programme for existing Plus Gold members and new Plus customers.”
It is understood the on-time promise was not heavily utilised by Plus Gold members.
“The updated membership focuses on the benefits our customers use most, including free delivery and reduced service fees, and is available at a lower monthly price,” the spokesperson said. “Our care team is available to support any customers who experience order issues.”
The changes have been communicated to existing Plus Gold customers by email.
Deliveroo revamped its subscription membership offer two years ago, and unveiled plans to be a “Plus-first business” by this year. Being a “Plus-first business” refers to Deliveroo’s ambition for the majority of orders to come from Plus subscribers.
Late last year, US food delivery giant DoorDash acquired Deliveroo for £2.9bn. The acquisition saw the exit of Deliveroo’s founder and CEO of Deliveroo, Will Shu, who stepped down after more than a decade.
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