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1
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· Posted on
April 10, 2024

Uber Eats launches TikTok-style newsfeed for its food.. . and now there's officially no reason to leave my house for food

Uber Eats will launch a short-form TikTok style video feature to help boost the discovery of its restaurant partners.

What's the key learning?

  • TikTok-style feeds have already been adopted by YouTube, Instagram, LinkedIn and Amazon which may not be such a differentiator very soon.
  • This new feature is being tested in the US and Canada before being rolled out globally.
  • In a saturated market, apps can’t just compete on their core solution anymore - they need to have an experience too

👉 Background: Uber Eats dominates the food delivery market in Australia. It has also developed a knack for successful marketing campaigns with Kim Kardashian, Madgda Szubanski, Paris Hilton, the Irwin family and the list goes on.

👉 What happened: With over 11 million 'merchants' (ie restaurants) globally on its platform, Uber Eats will launch a short-form TikTok style video feature to help boost the discovery of its restaurant partners. Think: Nando's chicken sizzling on your FYP to drive you towards ordering Nando's Uber Eats. Or a Grill'd burger sauce dripping off the side of the burger.

👉 What else: This new feature is being tested in the US and Canada before being rolled out globally. And it's just another company to mimic the TikTok feed within their own app.

What's the key learning?

💡In a saturated market, apps can’t just compete on their core solution anymore - they need to have an experience too.

💡According to an MGH study, 53% of Millennial TikTok users have ordered food from a restaurant after seeing it on TikTok - so it's not surprise that Uber Eats will be planning to drive more engagement to convert its users into salivating restaurant customers.

💡But TikTok-style feeds have already been adopted by YouTube, Instagram, LinkedIn and Amazon. So perhaps this feature might not be such a differentiator very soon.

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