Yes in most cases, but not all, it's just a discount from the first month onward (or sometimes even cheaper at the start, e.g. food/cooking-subscription boxes). This of course is all to lure people in and hope/predict/calculate that they will stay for X time.
I think this approach is valid and may lead to good results. I think here we've reasoned from the other side and don't only want to attract new customers (we truly do, come join us if you havent ). We also want to reward our current/recurring customers and not give away all the discount to new (and maybe not returning) customers.
This way we hope we can truly make the experience of coming back to Queal be better for your wallet (and of course also make you come back because of the great meals, dashboard, support, etc )