In a bid to revolutionize the food delivery experience, Uber Eats is rolling out a TikTok-like short-form video feed, aiming to enhance the discovery of culinary delights and provide restaurants with a platform to showcase their dishes. Awaneesh Verma, Uber Eats’ Senior Director of Product, revealed exclusively to TechCrunch in an interview that the new feature is currently being tested in select cities including New York, San Francisco, and Toronto, with plans for a global rollout in the future.
This move sees Uber Eats joining the league of popular apps introducing short-form video feeds following TikTok's meteoric rise in popularity. Among others, Instagram, YouTube, Snapchat, and even Netflix have launched their own versions. Additionally, recent reports indicate that LinkedIn is also experimenting with a TikTok-inspired feed.
The new video feed on Uber Eats is seamlessly integrated into the app, appearing in carousels across various sections including the homescreen. Users can easily access a vertical feed of short-form content by clicking on a video preview, featuring restaurants that offer delivery services in their vicinity.
Awaneesh Verma emphasized that the feed is designed to replicate the immersive experience of dining in a restaurant, allowing users to witness food preparation and inspiring them to explore new culinary experiences. From watching an ice cream shop craft a Nutella milkshake to observing an Indian restaurant carefully packaging rice separately from curry to maintain freshness during delivery, the videos aim to tantalize taste buds and ignite curiosity.
Verma highlighted early data suggesting that users are more willing to experiment with new dishes and are drawn to the visual appeal of seeing textures and portion sizes before ordering. Notably, Uber Eats clarified that these videos are not advertisements, and merchants are not charged for content placements.
The introduction of this feature marks a significant opportunity for restaurants to directly engage with potential customers within the Uber Eats ecosystem. While many eateries already leverage social media platforms like Instagram and TikTok to showcase their offerings, integrating short-form videos into the Uber Eats app provides an additional avenue for exposure.
However, some users may express concerns about the proliferation of short-form video feeds across various apps, questioning the relevance of such a feature in a food delivery platform. Despite potential skepticism, Uber Eats remains optimistic about the impact of its video feed on user engagement and culinary exploration.
Furthermore, Uber Eats is bolstering its support for merchants by revamping its Uber Eats Manager software, offering personalized growth recommendations to help restaurants expand their businesses. Additionally, the company plans to launch a dedicated app for restaurant managers, slated for release this summer, aimed at facilitating proactive management on the go.
In a testament to its global reach, Uber Eats announced on Monday that it now boasts over one million merchants worldwide, spanning 11,000 cities across six continents. As the platform continues to evolve, the integration of short-form videos signifies a strategic move to enhance user experience and redefine the way people discover and enjoy food in the digital age.
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