Uber Eats introduces TikTok-inspired video feed for food discovery
Uber Eats is introducing a short-form video feed, similar to the popular social media platform TikTok, with the aim of enhancing food discovery. The new feature will provide a platform for restaurants to showcase their culinary offerings. According to Awaneesh Verma, Uber Eats' Global Head of Product, this feature is now being tested in New York, San Francisco, and Toronto. The company plans a global rollout in the future.
Uber Eats joins other apps in embracing short-form videos
Uber Eats' move to incorporate a short-form video feed aligns it with other popular apps like Instagram, YouTube, Snapchat, Netflix, and LinkedIn, which have also adopted this feature following TikTok's success. Videos on Uber Eats will be displayed in various carousels throughout the app, including on the homescreen. The content will exclusively feature restaurants within the user's delivery radius, enhancing their food discovery experience.
Video feed aims to replicate in-restaurant dining experience
The video feed on Uber Eats is designed to mimic the experience of dining in a restaurant, and finding inspiration through observing food preparation. Verma stated, "The early data shows people are much more confident trying new dishes and trying things that they otherwise wouldn't have." He added that even minor details like texture and portion size can inspire users.
Videos are a direct connection, not advertisements
Uber Eats clarified that the videos featured on their platform are not advertisements, as they do not charge merchants for content placement. The company's goal is to enable restaurants to connect directly with customers through these clips as they decide what to order. However, some users might find this new feature overwhelming due to the increasing prevalence of short-form video feeds on popular apps.
Uber Eats enhances manager software, plans new app
In addition to the video feed feature, Uber Eats is also improving its Manager software to provide merchants with personalized growth suggestions. Furthermore, the firm plans to launch a new app specifically for restaurant managers this summer. This app will assist restaurants in managing their operations on the go. Currently, Uber Eats hosts over one million sellers on its platform across 11,000 cities and six continents.
