[Artistry121]

I think the move by Postmates is better than you give it credit for.

1. For single people with roommates or friends who come over (or even who just order multiple meals at a time) or aren't price sensitive this will work. It's only those who can't or won't afford it that it won't appeal to. (Their old service will still work fine) The higher price may allow for scaling the customer service side up before being overrun by orders - thus keeping high-margin customers on the service early - and slowly dipping down into the lower-margin side of the market. (This kind of goes to point 2 - resources are not unlimited for postmates - for Amazon they are).

2. They can then sell the Plus plan to restaurants as a way of getting more customers - this benefit will diminish to each restaurant that joins but will provide an incentive in the short term to restaurant owners to join Plus. They can develop a good process for dealing with the restaurants and review restaurants to ensure good service before adding them to Plus - improving the experience for all.

2.b. This shouldn't mislead customers as long as the catalog of Plus and non-Plus customers is available before signing up for the plan. In fact it will lead them to see which restaurants they should work with most to add to Plus as customers complain if they don't sign up.

Postmates plan looks shrewd, calculated and smart for all parties involved.

(bluetidepro's response to Postmates's worker seems match with some of these views)