British online food delivery company Deliveroo has introduced a new premium subscription service, Plus Diamond, targeting its most frequent customers.  

Available for £19.99 ($25.44) per month, the new service will allow members to leverage priority delivery and enjoy an on-time guarantee, and will also give access to exclusive restaurants and speciality stores. 

A Retail Times report highlights that members opting for the new service will receive priority delivery on all orders and a guarantee that if an order is more than ten minutes late, they will receive the full value back as credit.  

The service caters to those who frequently use the app and are willing to pay a premium for added convenience and exclusive access. 

The service provides access to high-end dining options, such as Min Jiang in Kensington and Izakaya at Dreams in Notting Hill, which features a chef's exclusive selection box at £135. 

Plus Diamond members can also place orders from luxury retailers such as the Black Farmer supermarket and Hedonism Wines. 

Additional members' perks include a 10% refund in Deliveroo credit on orders exceeding £30.  

The subscription also offers invitations to exclusive food events, such as pasta-making classes with Pasta Evangelists and an evening with chef John Javier. 

Retail Times quoted Deliveroo CEO Will Shu: “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.” 

Deliveroo's Plus Diamond is the latest addition to its range of subscription services, which began with a loyalty programme in 2017.  

The company, founded in 2013, has also recently upgraded benefits for Plus Gold members, offering 10% credit back on orders over £30, along with other exclusive discounts and offers. 

Aiming to transition into a "plus-first" business by 2026, Deliveroo plans for the majority of orders to come from its subscriber base.