Online delivery platforms bet on multi-tier subscriptions

Leading online platforms are introducing premium subscription tiers above their existing loyalty programmes, targeting high-value users as they seek to improve margins amid intensifying competition and slowing core business growth.

For instance, Zomato is testing a new ‘VIP Mode’ at Rs 50, effectively creating a pay-per-order premium option, where customers will get special services like fastest possible delivery, premium concierge support, and top-rated delivery partners. The service also offers refunds on delayed orders.