Ahead of its planned public listing that UK food delivery company Deliveroo has announced will take place in its home base of London, the company has initiated a program to earmark £50 million ($69.2 million) worth of Deliveroo shares for customers intending to purchase them at its public market debut.

Deliveroo will keep aside £50 million worth of shares to be purchased by its own customers, giving them a chance to invest in the company at a time when they could have been priced out on the public markets by bigger investors. The company dubbed the share offer “Great food with a side of shares” as it looks to inspire customer loyalty with it.

• As one of the UK’s hottest companies, it’s likely that Deliveroo’s shares will be oversubscribed for purchase at its market debut, a process that usually sees bigger investors with bigger cash piles come out on top by outbidding smaller investors. Deliveroo is apparently looking to cushion that effect by providing its customers a chance to book shares ahead of its market debut.

• Under the share program, Deliveroo says customers who order on its app beginning on Monday, the 8th of January, will be able to apply to be earmarked up to 1,000 pounds of shares for purchase. If the program is oversubscribed, Deliveroo says loyal customers, i.e. bigger spenders, will be prioritized.

• Also sharing in the share spoils aren’t just Deliveroo’s customers but also its riders, to whom the company has earmarked a 16 million pound ($22.1 million) cash reward program after its IPO. From that amount, Deliveroo will offer cash rewards ranging from 200 pounds to 10,000 pounds to riders across its 21 markets based on the number of orders delivered. The average eligible rider will get 440 pounds, Deliveroo says.

Deliveroo is expected to be one of the blockbuster tech IPOs to come from the UK in recent years. Going by rumors, the company is targeting a valuation of over $10 billion for its IPO, after closing a funding round that valued it at over $7 billion just two months ago. 

Deliveroo has dished out significant details regarding its future IPO, including that it’ll have a temporary dual-class share structure that’ll keep its CEO, Will Shu, firmly in charge of the company’s decisions and operations for a period of three years, after which it’ll switch to a traditional single share class structure.

As to financials, Deliveroo is doing well, reporting £771.8 million ($1 billion) in 2019 revenue, up 62% compared to the previous year. Though, the company isn’t profitable, reporting a £317.7 million ($440 million) net loss in the same year.

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