Dive Brief:

• South Asian food marketplace Quicklly announced on Thursday it has rolled out Quicklly Pass, a monthly membership program with rewards, coupons and customized recommendations.
• The Standard plan for $6.99 per month includes up to $50 in coupons on a monthly basis, curated deals, free U.S. delivery and 10% off pickup orders. The Platinum plan, priced at $11.99 per month, includes the Standard plan offerings plus up to $100 of coupons per month, 5% off food and groceries, and waiver of order minimum and packaging fee. 
• Quicklly joins several grocers and online marketplaces that have recently turned to subscriptions as a way to reward customers and lock in their loyalty.

Dive Insight:

Quicklly, which offers nationwide shipping as well as same-day delivery of South Asian grocery and restaurant offerings in markets like Chicago and New York, is looking to secure loyal shoppers and get them spending more on the platform.

While some online grocers rely on a subscription model, Quicklly is offering Quicklly Pass as an optional program for shoppers. Members will have a curated dashboard where they can access deals and coupons. Quicklly said people can cancel their membership at any time. 

"With our growing suite of customer benefits, we're removing the traditional barriers and helping to reduce customer hesitation around trying new products or restaurants," Quicklly co-founder Keval Raj said in a statement.

Since its founding in 2017, Quicklly has grown its geographic reach and selection of food and meals. After launching in Chicago in 2018, Quicklly expanded to the San Francisco Bay Area in 2020. In 2021, it opened same-day service in New Jersey and New York and rolled out nationwide offerings.

Last year, the company launched a subscription box with organic Indian grocery items and added meal kits to its selection, which also includes groceries, subscription boxes, catering and restaurant food.

Quicklly calls itself the "most comprehensive, one-stop marketplace" in the U.S. for South Asian and Indian cuisine and serves as a marketplace that connects local restaurants and businesses with customers. The company is up against several boutique food companies and e-grocers catering to certain ethnic groups, including Weee and Umamicart. 

Making delivery service profitable has been tricky for companies as they look to grow their online business. Subscriptions can hit the sweet spot of offering reduced or waived fees and order minimums, tapping into loyalty and generating consistent revenue. Industry observers have noted that subscriptions are gaining more traction within the industry, but that they can turn away customers who don't plan to become frequent shoppers.