To Increase Food Orders, Uber Eats Is Targeting Small Towns In India

Uber Eats, which hasn’t exactly created a mark on the hyper-competitive Indian food delivery market, is now targeting joint families living in smaller towns and millennials living in metros to boost its food orders.

There have been reports suggesting that Swiggy has stalled discussions in buying its India business. In that context, Uber Eats, which hit the Indian market back in May 2017, finally sees its services being used more by joint families and young people.

Uber Eats-Asia Pacific’s Head, Raj Beri, quote saying:

Earlier in 2019, reports indicated that Uber Eats’ success in Japan was actually boosted by the elderly population.

According to Beri, the growth of the platform in the Indian market is more than age demographics. Its aim is to move towards digital food delivery services’ collective adoption.

Compared to other regions around the world, countries in the APAC (Asia-Pacific region) make more orders on the Uber Eats platform with 1.5 mil unique cuisine options available.

Beri refused to unveil the company’s Indian revenue and market share. However, he emphasized that the company’s share for the APAC region sees a significant increase.

In its first year in India, the business of Uber Eats grew by 50%. Uber Eats India’s Global Head, Jason Droege, stated that India was its fastest-growing market.

At the moment, the service is available in 38 cities. The platform, which hit the market much later than some of its rivals like Foodpanda, Zomato, and Swiggy, is having difficulty to establish itself as a platform for food delivery among Indian foodies.

To improve the situation, several India-first features are being introduced on its app, such as cash-payments and veg-only recommendations.

Uber Eats’ Global Head of Marketing, Nikki Neuburger said:

Stephen Chau, the company’s Senior Director, and Product Manager said that to protect its customers’ data, the company is deploying advanced technologies like AI and Machine Learning.

He said:

Top executives, when asked whether Uber Eats was having plans on using Augmented Reality (AR) and Virtual Reality (VR) in its app to enhance customers’ experience, said that they might consider the idea sometime in the future.