Deliveroo launches new subscription services to make ordering more affordable

  • Deliveroo has today announced the launch of its subscription service, Plus, which gives customers in Australia access to unlimited free delivery for a monthly fee starting from $6.99
  • Consumer data reveals Australians are looking to subscription services more than ever to provide convenience, offer variety and help them to save 
  • Recent consumer data reveals 62% of Australians are currently using up to 6+ subscription services

May 2021, MELBOURNE: Deliveroo, the leading food-delivery company, has today announced the full launch of its subscription service, Plus, to make ordering from Deliveroo more affordable for customers. This is primarily aimed at supporting families and couples who are ordering larger baskets as a group. Deliveroo has seen a surge in people ordering for multiple numbers and wants to make delivery more affordable and accessible for them. 

The new subscription offer will have two tiers for customers to choose from. The first is $19.99 per month for unlimited free delivery on orders above $20. The second is priced at $6.99 per month for unlimited free delivery on orders above $40. The launch in Australia comes after a hugely successful trial in 2019 where more than 45,000 customers signed up in the first month. Given this popularity, Deliveroo is proud to roll the offer out to all areas of Australia it operates in.

To support businesses looking to give their teams more perks, Plus will also be available for companies to purchase for their employees. 

Developed as part of Deliveroo’s subscription service, Plus was the first membership of its kind when it launched as a trial in Australia in April 2019, making ordering for households cheaper than ever before. 

A recent consumer survey commissioned by Deliveroo shows that Australians are seeking value in their purchasing decisions more than ever. The research found that 62% of Australians are currently using up to 6+ subscription services. Television streaming services are the most popular (43%) with food and subscription services taking up 8%, however a quarter (25%) said they would consider this category. When asked about the reason behind their subscription choices, consumers said their top reasons are convenience (46%), variety (42%) and cost savings (34%). 

At Deliveroo our mission is to become the definitive food company. We know our customers are ordering more frequently across different meal occasions, whether that’s ordering dinner when they work late or getting groceries delivered on the weekend, and we want to make this more affordable and convenient for them.

We’re really excited about introducing Plus so more people can benefit from free delivery from restaurants and grocery shops at a cheaper price and get access to more exclusive deals than ever before.

Ed McManus

Deliveroo Australia CEO


Consumer Data

In March 2021, Deliveroo surveyed 1,004 consumers on their attitudes towards subscriptions through online research firm, Dynata.

Q1 How many subscriptions do you currently have? 

  • None - 38% (17% for those aged 18-24, 59% for those aged 65+)
  • 1-2 - 44%
  • 3-5 - 17% (28% for those aged 18-24, 26% for those aged 25-34)
  • 6+ - 1%

Q2 What categories of subscriptions would you consider

  already have this would consider would not consider don't know
TV/entertainment like Kayo, Netflix, Stan, Amazon Prime 43% 26% 24% 6%
Meal kits like Hello Fresh 9% 29% 53% 10%
Wine clubs like Vinomofo 7% 20% 65% 8%
Gaming platforms like Xbox Game Pass and Playstation Now 12% 20% 62% 6%
Health and Wellness platforms like 28 by Sam Wood, Calm, Headspace 7% 25% 58% 10%
Other food related subscriptions like Nespresso, other coffee clubs, avocado clubs 8% 25% 58% 9%
Retail/sampling subscriptions like Beauty Box 7% 25% 58% 10%

When asked about food related subscriptions, those that said they would consider rose to 31% of those aged 18-24 and 28% of those aged 25-34. 

Q3 What are the top two reasons you signed up for subscription platforms

convenience 46%
variety 42%
cost - subscription products tend to be good value 34%
it gives me access to exclusive benefits/features 32%
allows me to budget as I know the monthly charge 23%
because I like to try new things 22%


Q4 When you think about the subscriptions you currently have...

I have about the right amount 60%
I have too many and want to cut back 11%
I don't know how many I have 7%
I like subscriptions so pay attention to any new ones I come across 6%
I don't have any specific minimum or limit so will add/remove subscriptions as I come across those that I am interested in 17%


About Deliveroo
Deliveroo is an award-winning delivery service founded in 2013 by William Shu and Greg Orlowski. Deliveroo works with over 140,000 best-loved restaurants and takeaways, as well as 110,000 riders to provide the best food delivery experience in the world.  Deliveroo is headquartered in London, with around 2,000 employees in offices around the globe.

Deliveroo operates in nearly 800 towns and cities across 12 markets, including Australia, Belgium, France, Hong Kong, Italy, Ireland, Netherlands, Singapore, Spain, United Arab Emirates, Kuwait and the United Kingdom.

Deliveroo operates in 15 cities across Australia, Sydney, Melbourne, Brisbane, Gold Coast, Sunshine Coast, Perth, Adelaide, Canberra, Geelong, Wollongong, Hobart, Newcastle, Cairns, Ballarat and Bendigo.