Uber Eats is adding a new dimension to its app by introducing a short-form video feature, akin to the popular format seen on TikTok, aiming to revolutionize the way users discover and experience food offerings from local restaurants. This innovative addition is initially rolling out for testing in select cities including New York, San Francisco, and Toronto, and there are plans for an eventual global expansion.
Recognizing the appeal and widespread success of short-form video content inspired by TikTok, Uber Eats is following in the footsteps of other platforms like Instagram, YouTube, Snapchat, and Netflix, all of which have integrated similar video feeds to captivate their audiences. Even professional networking platforms, such as LinkedIn, have entered the fray, experimenting with a TikTok-esque video feature.
Uber Eats’ foray into short-form video is prominently featured within the app, with carousels of video previews peppered throughout, starting from the homescreen. Clicking on a preview transports users into a vertically-scrollable feed of short videos from restaurants within their delivery radius, offering a glimpse into their kitchens and the culinary delights they serve. The immersive experience aims to simulate the sensation of being in a restaurant, where the sights of food being prepared can tempt patrons into trying new and unfamiliar dishes.
The early feedback suggests that these videos are helping to demystify dishes for customers, amplifying their confidence to branch out and order something different. The visual familiarity with the food’s, textures, portion sizes, and ingredients contributes to an enriched ordering experience. Notably, Uber Eats has clarified that these are not advertisements, as restaurants are not being charged for this feature.
The integration of video content within the Uber Eats platform is a strategic move, acknowledging the trend of restaurants using social media platforms to engage with potential customers via short-form videos. By allowing restaurants to tap into the app’s user base, Uber Eats is creating a more direct line of communication between eateries and those looking to order food, possibly reducing the need for users to seek culinary inspiration on other social media platforms.
However, not all app users may welcome this proliferation of video content, as some might find it increasingly challenging to navigate through the multitude of short-form video feeds across various apps. While such features are commonplace in entertainment and social media spheres, their inclusion in a service-oriented app like Uber Eats might not resonate with everyone.
Beyond the video feed, Uber Eats also is enhancing its support for merchants through an updated version of the Uber Eats Manager software. The platform now offers personalized recommendations to help restaurants maximize their potential on the app, such as suggesting promotions or encouraging photo additions to menu items. An upcoming new app, specially designed for restaurant managers and slated for release this summer, aims to make managerial oversight more accessible on the move, with alert features and promotional tools.
Uber Eats’ expansion of services and tools reinforces its global presence, with the company proudly announcing a reach of over one million merchants across 11,000 cities spanning six continents. The introduction of a video feed is the latest in its suite of features designed to enhance the user experience and support restaurants in connecting with customers more effectively.
