Dive Brief:

• Gopuff is increasing the monthly fee for its Fam delivery subscription program for the first time since the program’s inception in 2018, according to an emailed announcement Tuesday.
• The monthly payments will go from $5.95 to $7.99. The increased fee will begin on subscribers’ next renewal dates, meaning the kick-in date will be different for each member, Gopuff said in an emailed statement.
• Gopuff increasing its delivery subscription fee underscores the company’s commitment to building out its program, which competes with subscription programs of other online delivery services and convenience-store chains.

Dive Insight:

Gopuff’s Fam program is offered as a monthly or yearly subscription and provides free delivery, waived alcohol fees and double the rewards points on every order. Most recently, Gopuff added its Exclusive Fam Rewards to the program, which offers 20% off alcohol purchases in select markets, more discounts per Puff Point, discounted products and various seasonal offers, the company said in an emailed statement.

On the heels of launching its Exclusive Fam Rewards, Gopuff said the monthly Fam fee increase will help bring more offers and benefits to the program moving forward.

The move brings Gopuff’s delivery subscription program closer in price to some of its competitors’ programs.

Through its Uber One program, Uber Eats subscribers pay $9.99 per month for free delivery and up to 10% off on eligible deliveries and pickup orders. Similarly, DoorDash’s DashPass program offers free delivery on all orders over $12 for $9.99 per month, while Grubhub’s Grubhub+ subscription program gives members free delivery on orders of at least $12 from restaurants in its network for $9.99 a month.

Walmart charges $98 annually for its Walmart+ membership program that includes free delivery and fuel discounts, while Amazon Prime runs $139 per year. Kroger and Albertsons have also launched membership programs that waive delivery fees and offer various other perks.

Even convenience stores are joining the subscription game. In January, 7-Eleven launched its 7Now Gold Pass program, which charges subscribers $5.95 per month for delivery access to over 3,000 items including hot food, groceries and more. This summer, Circle K launched its Sip & Save beverage subscription program, which lets members have a beverage a day — whether it’s coffee or a fountain drink — at Circle K stores for $5.99 a month.