Uber Eats moves into TikTok

Uber Eats is stepping into the realm of short-form video with the launch of a TikTok-like feed, aiming to enhance restaurant discovery and offer a platform for eateries to showcase their culinary creations. Awaneesh Verma, Uber Eats’ Sr. Director of Product, shared exclusively with TechCrunch that the new feature is currently undergoing testing in New York, San Francisco, and Toronto, with plans for a global rollout in the future.

This move sees Uber Eats joining a growing list of popular apps introducing short-form video feeds, following the success of TikTok. Instagram, YouTube, Snapchat, and Netflix are among the platforms that have already embraced this trend, with recent reports also revealing LinkedIn’s experimentation with a TikTok-like feed.

The new short-form videos on Uber Eats will be displayed in carousels across the app, including the home screen. Once users click on a video preview, they’ll enter a vertical feed of bite-sized content that showcases dishes from nearby restaurants available for delivery.

Verma explained that the feed aims to replicate the in-person restaurant experience, where customers can observe food preparation and feel inspired to try new dishes. Users might stumble upon a video of an ice cream shop crafting a Nutella milkshake or an Indian restaurant packaging rice separately from curry to maintain freshness during delivery.

Early data suggests that users are more inclined to explore new dishes and flavours through the feed, gaining insights into texture, portion sizes, and ingredients, Verma noted. Importantly, Uber Eats emphasizes that these videos are not advertisements, as merchants are not charged for content placements.

While many restaurants already utilize social media platforms like Instagram and TikTok to engage with customers and showcase their offerings, Uber Eats’ inclusion of short-form videos directly within its app provides a new avenue for eateries to connect with potential customers during the ordering process.

However, some users may view the addition of a short-form video feed within a food delivery app as overwhelming, given the proliferation of such feeds across various apps. Nonetheless, Uber Eats aims to leverage this feature to inspire users and streamline the discovery process within its platform.

In addition to the video feed launch, Uber Eats has revamped its Uber Eats Manager software to offer personalized growth recommendations for merchants. Moreover, the company plans to introduce a new app for restaurant managers this summer, facilitating proactive management and decision-making on the go.

With over one million merchants across six continents and 11,000 cities now on its platform, Uber Eats continues to expand its offerings and support for restaurants worldwide.