Wednesday November 20, 2019
Home India Uber Eats Eye...

Uber Eats Eyeing Young Professionals in Smaller Towns to Increase Footprint in Hyper-Competitive Indian Market

Uber Eats is currently available in 38 cities

0
//
Uber eats, Food, Allergy-friendly, Order
You can also filter and find restaurants that are allergy friendly. Flickr

As the online food delivery market in India goes hyper-competitive, Uber Eats, which is yet to create a significant mark on the Indian palette, is now eyeing young professionals in metros and joint families in smaller towns to increase its footprint.

Amid reports that Swiggy is buying its India business and then stalled talks, Uber Eats that came to India in May 2017 is finally witnessing fast adoption of its services among millennials and joint families.

“We’re actually seeing a trend of multiple combinations of orders at once in India, which is not limited to just Friday nights or festivals but on a regular basis,” Raj Beri, Head of Uber Eats-Asia Pacific, told IANS.

Earlier this year, reports said the elderly population was behind the success of Uber Eats’ business in Japan. Beri said the platform’s growth in India is beyond age demographics and more towards collective adoption of digital food delivery services.

uber eats
The company is introducing several India-first features on its app like the veg-only recommendations and cash payments. Wikimedia Commons

Countries in the Asia-Pacific (APAC) region order more from Uber Eats than any other geography in the world, with 1.5 million unique cuisine choices available on the platform in the region.

While Beri refused to reveal the company’s market and revenue share in India, he stressed that the company’s share in the APAC region is significantly growing.

Uber Eats’ business grew by 50 per cent (month-on-month) in its first year of operations in India. According to Jason Droege, Global Head of Uber Eats, India was their fastest growing market in the world.

Uber Eats is currently available in 38 cities. Launched much later than its competitors like Swiggy, Zomato and Foodpanda, Uber Eats is facing some problems in properly establishing itself as a food delivery platform among foodies in the country. The company is introducing several India-first features on its app like the veg-only recommendations and cash payments.

uber eats
Delivery men working with the food delivery apps Uber Eats and Swiggy wait to pick up an order outside a restaurant in Mumbai, India, Feb. 6, 2019. VOA

“Content, storytelling and just being transparent with the background behind where your food is coming from is very important. It would enable communication between restaurateurs and customers,” said Nikki Neuburger, Global Head of Marketing, Uber Eats.

According to Uber Eats’ Senior Director and Product Manager Stephan Chau, the company is using advanced technologies like Artificial Intelligence (AI) and Machine Learning (ML) to safeguard its customers’ data.

ALSO READ: Zomato to Launch a Service where People can Order Home-Cooked Food

“We don’t have reasons to really want to expose our users’ data outside of context. Our goal is to make sure that the users understand our steps and benefit from the transparency,” Chau said.

When asked if they were planning on implementing Virtual Reality (VR) and Augmented Reality (AR) in its app to enrich customers’ experiences, top executives said they might work on the idea in the future. (IANS)

Next Story

Uber Eats Builds Strong Linkages With Restaurant Partners In India

Uber Eats ties-up with restaurant partners in India to stay put in the growing food tech industry

0
Uber Eats
Uber Eats is going to stay put in the growing food tech industry in India. Wikimedia Commons

BY BHARAT UPADHYAY

Uber Eats is not only going to stay put in the growing food tech industry in India but is also building strong linkages with restaurant partners for a seamless delivery experience for its customers, a senior company executive said on Friday.

Without diverging much details on whether the company is going to take the grocery delivery service route soon, Bansi Kotecha who is Head of Operations, Uber Eats told IANS that currently, food tech industry is a massive opportunity and they are focused on improving food delivery with restaurant partners in the country.

In the next three years, the food tech industry in India is going to grow from $4 billion to $15 billion.

“This industry is perfect for Uber Eats. Right now, we are more focused on delivery with the restaurant partners. We are learning in the India market and making our mark in that space before we can add anything more to it,” Kotecha told IANS.

Talking about the difference between Uber Eats and the other food delivery platforms, Kotecha elaborated: “We are present in 500-plus cities across the globe. What we thrive on is our tech enablement. We have perfected the art of working through restaurant partners in making sure that the delivery experience is impeccable for all kinds of market places”.

Uber Eats that came to India in May 2017 is witnessing fast adoption of its services among millennials. Uber Eats’ business grew by 50 per cent (month-on-month) in its first year of operations in India.

The company still has to lot of ground to cover, in order to compete with Zomato or Swiggy that are leading the food tech industry.

Uber Eats logo
Uber Eats is witnessing fast adoption of its services among millennials. Wikimedia Commons

To achieve that, Uber Eats is “making sure that consumers are able to get most value out of the entire delivery experience”.

“At the beginning, people looked at ordering from the same restaurant. Now, we are getting into space where people are searching for a cuisine, searching for a dish. They are not searching for only restaurants anymore,” explained Kotecha.

On future plans, Kotecha said that in the last two years, they have witnessed double-digit growth and are now present in 44 cities in India.

“We are fast penetrating into tier II and III markets. We have perfected the art of managing restaurant partners, making sure that we understand the nuances of what it takes to succeed in a market like India,” Kotecha added.

Also Read- India Second to US in Demanding Facebook User Data, Requests Up by 37%

Uber Eats on Friday launched a new marketing campaign titled #EatsNewEveryday featuring Alia Bhatt and Dulquer Salmaan. The campaign targets youth between the ages of 18 and 25 and addresses their need to seek new experiences while ordering food.

“The campaign aims to create awareness and generate brand love among consumers, especially youth who’re looking for convenience and want to maximize their experiences on the platform,” Kotecha said. (IANS)