Delivery company Skip is launching a paid membership program, Skip+, to give its members discounts and access to experiences with a roster of brands partners, including CIBC, Live Nation Canada, WestJet and the NHL.

The program combines free delivery, bonus points, and reduced service fees with offers and experiences for members, such as travel benefits with Westjet and NHL game tickets. With CIBC as a premier partner, cardholders also have access to additional benefits, such as a free 12-month Skip+ membership trial, a welcome coupon, and a preferential monthly subscription rate after the free trial.

Skip VP of marketing Rachel MacAdam tells MiC that the program is specifically designed to bring more value to the company and its delivery experience service. For many years, MacAdam says Skip has offered a points-based loyalty program, but now the company wants to go further with the launch of Skip+, partnering with brands to offer customers new ways to save.

The program, according to her, is being launched as part of the new brand platform, which focuses on offering rewards and experiences that resonate with the public’s interests. “As a convenience brand, helping Canadians ‘Skip to the good part’ is important to us; not only to provide a convenient delivery experience, but to deliver more value by reaching all of their passion points, including food (of course), but also sports, entertainment and travel.”

In addition to increasing loyalty with existing customers, the brand is launching Skip+ to appeal to a younger demographic, says MacAdam.

The program comes after the launch of Skip’s rebranding campaign last month. Through two-minute videos, the brand emphasized that it was dropping “the Dishes” from its name because it wanted to show that it’s more than just food offerings. The media plan includes OLV ads that are running in movie theaters in Toronto and Calgary until December. There is also a “significant” OOH buy, with transit wraps, bus shelters and billboards in key markets, as well as TikTok influencers and ads on Spotify, YouTube and Twitch.

Previously, in June, Skip also partnered with Rexall to add more than 245 retailer locations to its network.