Skip+ Membership Program: A Move to Drive Loyalty, but Is It Enough?

Skip has launched its new membership program, Skip+, aiming to combine perks that resonate with Canadians. This paid membership program includes perks like $0 delivery fees, bonus points, reduced service fees, and exclusive deals. By partnering with CIBC, WestJet, Live Nation Canada, and the NHL, Skip is hoping to entice customers with members-only experiences that go beyond meal delivery. CIBC cardholders, in particular, benefit from a 12-month free trial, a welcome voucher, and exclusive discounts.

But for me, it’s hard not to question the depth of Skip’s latest push. I’ll admit it: I moved on from Skip. I switched to Uber Eats, and it wasn’t because of cost savings; convenience and quality are worth a premium, something I hope retailers are listening to closely. The truth is, I abandoned Skip because Uber Eats simply delivered better service, with more reliable drivers and a consistently positive experience. And membership programs won’t change that for me. A slick membership program won’t repair a foundational service issue if customer satisfaction isn’t there.

Still, it’s clear Skip is making strides with Skip+. As a Canadian-based delivery service, Skip’s choice to launch this membership program here makes sense. Unlike other programs with minimal or generic benefits, Skip is attempting to differentiate itself by connecting with customers’ interests in travel, sports, and entertainment—offering what Rachel MacAdam, Skip’s VP of marketing, calls “meaningful ways to unlock more value in their delivery experience.”

Yet, the timing and scope feel reactive. Recent announcements, like Skip’s rollout of retail media network (RMN) services and their layoffs, point to potential revenue pressures. This suggests that Skip+ could be more about retaining customers and shoring up revenues than a bold, new loyalty innovation. The question remains: how much will I need to spend before this program feels like it’s paying off?

At least Skip+ is built on partnerships that make sense for Canadian customers, unlike certain loyalty programs that have left customers scratching their heads (looking at you, Sobeys). Skip+ seems thoughtfully curated, offering genuine lifestyle perks that Canadians may enjoy. Still, I can’t help but wonder if Skip’s membership play is too little, too late.