South Australian television presenter Andrew "Cosi" Costello has launched a new subscription-based discount service, "Cosi's Friends with Benefits," which critics are labeling a "cash grab" amid the ongoing cost-of-living crisis. The program, which costs members $10 per month, aims to provide exclusive deals on meals, travel, and entertainment with businesses across the state.
Launched with significant fanfare, the membership is capped at 10,000 people, and the availability of offers is limited. For instance, only 600 members can secure a discounted dinner at Adelaide's Original Pancake Kitchen for $5, and just 100 holidays to Milang are available for $49. Drakes supermarket vouchers totaling $200,000 are also described as being "up for grabs."
Some online critics have drawn comparisons between "Cosi's Friends with Benefits" and membership platforms like Adrian Portelli's LCMT+, suggesting the venture is capitalizing on a trend. Concerns have been raised about the transparency of how subscription funds are directed and whether the value proposition justifies the monthly fee, especially given the limited number of available deals.
Costello, known for his Channel 7 travel show "South Aussie with Cosi," defended the initiative, stating on social media that he had been working for years to find a way to support both struggling businesses and households. He acknowledged the current economic difficulties and expressed a desire to use his media position to help.
"Times are tough... prices are up. Households and businesses are doing it so tough. It makes me sad to see the struggle of the state and people I love," Costello wrote in a Facebook post announcing the service. He further explained that the $10 monthly fee is necessary to cover operational costs, including full-time staff, technology development, and the app, with a significant portion of the funds used to subsidize weekly deals.
"We can't do this for free. There are full-time staff working on this, plus tech development and the app etc. But a lion’s share of the $10 is used to subsidize deals for people each week," Costello stated in a later clarification. He added that businesses do not pay to participate, with his team negotiating bulk discounts to pass savings directly to members.
Personal and professional connections are notable among the participating businesses. Costello's brother, Craig, owns a motel in Milang, and JP Drake, heir to Drakes supermarkets, is involved. Mitchell Sariovski, owner of Original Pancake Kitchen and a former 7NEWS reporter, is also associated with the venture.
One of the featured offers includes a trip to Cambodia with Costello and as-yet-unnamed Adelaide Crows AFL players. The Adelaide Football Club has since distanced itself from the promotion, with a spokesperson confirming the club has no involvement with the proposed trip.
Costello, a former pig farmer who gained national attention on "The Biggest Loser" in 2008, has a long history in South Australian media and tourism promotion. His show "South Aussie with Cosi" has been a consistent performer in local ratings. In 2022, the South Australian government defended a $416,000 grant awarded to Costello for the construction of luxury lodges and a helipad on his sheep farm.
Despite the online criticism, Costello maintains that his intention is to support the state's economy and its residents. He compared the initial criticism to that faced by Colonel William Light, the designer of Adelaide's city plan, suggesting that judgment should be reserved until the full extent of the program is revealed.