Uber Eats is introducing a short-form video feed, similar to TikTok, to enhance discovery and assist restaurants in highlighting their dishes. In an interview with Eltrys, Awaneesh Verma, senior director of product at Uber Eats, revealed that the new feed is currently undergoing testing in New York, San Francisco, and Toronto. The company has intentions to eventually launch the feed on a global scale.
Uber Eats has recently joined the ranks of popular apps that have introduced their own short-form video feeds, following the surge in popularity of TikTok. Other notable apps that have done the same include Instagram, YouTube, Snapchat, and Netflix. According to recent reports, LinkedIn has begun testing a feed that bears resemblance to TikTok.
Carousels throughout the app, including the homescreen, feature the latest Uber Eats videos. Users can easily swipe through a vertical feed of concise content after selecting a video preview. The system will display only restaurants within a suitable distance, ensuring efficient delivery.
According to Verma, the feed aims to recreate the atmosphere of dining in a restaurant, where one can observe the culinary process and feel motivated to explore new dishes. While scrolling through the feed, one might encounter a video showcasing an ice cream shop skillfully crafting a Nutella milkshake or a video featuring an Indian restaurant carefully packaging rice separately from curry to ensure it remains fresh during delivery.
“According to Verma, initial data indicates that individuals are displaying increased confidence in experimenting with unfamiliar cuisine and exploring new culinary experiences.” “The ability to observe texture, portion size, and dish composition has greatly inspired our users.”
According to Uber Eats, the videos are not considered advertisements since the company does not require merchants to pay for the content placements.
Restaurants often utilize social media platforms such as Instagram and TikTok to expand their customer base and highlight their culinary offerings through concise videos. The Uber Eats app integrates short-form videos, giving merchants a valuable opportunity to directly engage with customers during their decision-making process, thereby enhancing their ability to reach a wider audience. For consumers, social media is already a popular tool for discovering new places and dishes. Uber Eats aims to capitalize on this trend by introducing a new feed feature within its app, hoping to inspire users to explore and find new culinary experiences.
Some users might perceive the launch as unfavorable due to the potential overload of diverse short-form video streams in popular applications. While entertainment and social media apps commonly feature short-form video feeds, their incorporation into a food delivery app may not meet with universal approval.
Verma also mentioned that the company has updated its Uber Eats Manager software and included personalized growth recommendations to better assist merchants. The software now allows restaurants to grow their businesses by running dish promotions or incorporating photos into menu listings.
Furthermore, the company intends to launch a new app for restaurant managers this summer. This app aims to enhance restaurants’ ability to be proactive while on the move. For example, the application has the capability to notify a restaurant manager about any operational issues or suggest implementing new advertisements to increase sales.
Uber Eats made an announcement on Monday regarding its platform, revealing that it has surpassed 1 million merchants worldwide. These retailers are located in 11,000 cities across six continents.
