• Uber is launching a membership service in Australia to provide discounts on its various services.
• Called Uber Pass, the subscription model launched on Tuesday with plans to roll it out across the country in the coming days.
• Members will save 10% on rides and be eligible for free food and grocery delivery on orders over $20.
• Visit Business Insider Australia’s homepage for more stories.

Having diversified sporadically into a range of new services during the pandemic, Uber is now corralling its offerings into a single membership, Uber Pass.

Launching to a select group on Tuesday, the company will give Australian users the option of signing up for a $14.99 monthly membership.

“Uber Pass unites the best of delivery and ridesharing in a single membership, with Australia one of the first countries in the world to fuse both Uber and Uber Eats into a single offering,” Uber said in a statement.

The subscription will entitle members to 10% off rides and sending packages, as well as free delivery on grocery and food orders over $20. Uber also promises to maintain a rotating offering of member-only perks, beginning with a $20 grocery voucher for those who sign up for the new service.

While locking in a new monthly revenue stream for the company, it also appears to mark a concerted effort to unify what has become a disparate offering. Last year, as demand for transport plummeted during lockdowns, Uber launched a host of other services aimed at stemming losses.

At the start of the pandemic, Uber launched a temporary service to book a driver by the hour as ride share companies were forced to adapt. It similarly followed competitors 13cabs into parcel delivery and Ola into delivery of pharmacy and convenience store items as well as alcohol.

With Australia having managed to largely suppress virus numbers, it now appears it is becoming a key test market for the multinational. It became one of the first markets in which Uber and Uber Eats were melded into a single service, and is now one of the first to get Uber Pass.

The company says millions of users around Australia will soon be able to access it as the opt-in subscription is made available around the country.

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