A Comprehensive Uber Eats Case Study

Safalta expert Published by: Ishika Jain Updated Wed, 01 Feb 2023 03:29 PM IST

Highlights

Uber Eats is the most popular food delivery and ordering app in the world. Uber, which began as a ride-sharing service, expanded their brand by creating an app that let users order food and have it delivered using Uber cars that were associated with them.

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We will talk about one food delivery app which thus has become more and more well-known in this Uber Eats case study. It is "Uber Eats," of course. We will explore the digital marketing plan, competitive analysis, and case study of Uber Eats. Eating outside used to be considered a form of social gathering. Eating out has evolved into a need, even though it is still the same for numerous people.

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It may be anything from the need for a delicious treat to a cup of soothing tea. Now, one can get that necessity delivered right to their door. Even though the fact that many people rely on food delivery apps today. How did the concept of meal delivery come about?

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Table of Content:
How Did the Concept of Food Delivery Emerge?
System for Delivering Modern Food
Online Food Ordering Services are growing as a result of the Digital Age
Case Study of Uber Eats
Case Study: Zomato Acquires Uber Eats
Uber Eats SWOT Analysis
Top 5 Rivals to Uber Eats
How Did the Concept of Food Delivery Emerge?

According to a case study on Uber Eats, this service was first offered during World War II. People back then had no other alternatives for cooking because they lacked a kitchen and other household appliances. From the UK, food delivery businesses began to spread to Philadelphia and the United States. Both those in need and those at home received meals from them. To prevent hunger, the government also made sure that there was food in every home. Other regions of the nation, such as New York and Columbus, quickly adopted this technique. Others entered this sector when its advantages started to spread to other regions of the world. The country of Australia then launched its first food delivery service in 1952.

System for Delivering Modern Food

By that time, restaurants had toll-free numbers so that customers could phone and place free meal orders. The concept of a food ordering system gained popularity over time. Customers could then get in touch with the eateries to have their preferred meals delivered to their homes. Online meal delivery and ordering services were created as a result. Nowadays, it is rare to find a country without a food delivery and ordering service. Additionally, as more restaurants compete, the market for internet food delivery grows. Food ordering and delivery services have therefore begun to gain popularity over the past several years.

Online Food Ordering Services are growing as a result of the Digital Age

The popularity of online meal ordering and delivery is a crucial feature of the culture of the digital age. Millennials may think that ordering food online has become pretty normal in recent years. The market for Uber Eats has expanded as a result of the rise in online shoppers. Despite the rising need, the majority of conventional firms have adopted these trends and relocated online. Modern technology has led to a steady influx of new investors in the food sector. Popular applications like Uber Eats as well as other meal delivery services are fueling the growth of the online food delivery industry. By 2030, this market will have annual global sales of over $365 billion, according to Forbes. Online meal delivery services have evolved to include takeaways under the leadership of platform-to-consumer businesses like DoorDash and Uber Eats, increasing the potential profitability. More collaborations have emerged over the past few years as major corporations try to lessen market rivalry. Many of us placed our first-ever internet food orders during the lockdown thanks to COVID-19, which has propelled the sector several years into the future

The Uber Eats case study demonstrates that during the global lockdown in February and March, Uber Eats reported a significant spike in orders. In this case study, we'll analyze Uber Eats and the marketing plan that made them more well-known and profitable. Download ebooks to gain extensive knowledge about them.

Case Study of Uber Eats

Uber Technologies operates the online meal delivery service Uber Eats. It has operations in more than 6,000 cities throughout 45 countries, and it is rapidly growing. Customers can place online meal orders using the mobile smartphone app Uber Eats. Customers can use it to order food from a predetermined list of eateries. Uber drivers deliver the gathered food to consumers. Customers can obtain their favourite cuisine from their preferred eateries within 10 minutes at the doorstep thanks to Uber's Fast Delivery service. Uber Eats benefits from being a late entrant in the food delivery online industry. It had the chance to change the competitive environment and learn from other important market participants. This Uber Eats case study examines the main rivals, current consumer behaviour patterns, and the effectiveness of Uber Eats' marketing strategies.
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The Uber Eats case study demonstrates that the company's strong brand identity and distinctive values are among the key factors in its success. In comparison to Grubhub, Postmates, as well as other online meal delivery services, Uber Eats had lower delivery rates and faster delivery times, according to a case study. However, many people had a poor experience when they ordered food through Uber Eats. The Uber Eats case study demonstrates that there were few eateries and food options. Additionally, the lack of a customizable cuisine option leaves customers dissatisfied with Uber Eats.

The business prioritizes consumer feedback and continuously improves its offering. For instance, Uber Eats introduced two methods for placing food orders in 2016. Customers could first use the app to order from eateries or choose from pre-made lunch selections. The same would thereafter be delivered in 10 minutes by Uber. With the addition of these new capabilities, Uber Eats became more convenient for users while also satisfying a wide range of demands and tastes.

Case Study: Zomato Acquires Uber Eats

The sole significant event on January 21, 2020, was Zomato's acquisition of Uber Eats. The transaction, which had been ongoing since 2019, was ultimately completed for $350 million. This transaction involved only stock. Zomato provided an equal share instead of the monetary reward for this arrangement. Customers who attempted to use Uber Eats to place a food order arrived on Zomato's page.

According to an Uber Eats case study, Swiggy and Zomato now control a duopoly of the food delivery business as a result of Uber Eats' withdrawal from the sector. In the market for online food delivery, Uber Eats is the third most well-known brand. Swiggy was and continues to be a fierce rival. Zomato and Swiggy each receive close to 1.2 million orders each day, whereas Uber Eats only receives 4 lakh orders per day.
Uber Eats SWOT Analysis

Strengths
  • Prompt delivery. Within 10 minutes, customers receive their preferred food at their doorstep.
  • Delivering meals with flexibility.
  • Deliveries for Uber Eats are handled by a separate group of drivers to prevent conflicts with normal Uber cab drivers.
  • The absence of additional fees guarantees price constancy and transparency.
Weakness
  • limited choice of eateries
  • Customers must sit to access restaurant reviews.
  • The "Uber Instant Delivery" menu items are prepared ahead of time and kept in the driver's car. Customers frequently toss food because of this.
Opportunity
  • In almost 6,000 cities across 45 countries, Uber Eats is accessible, and it is growing.
  • Uber Eats had the opportunity to learn from the mistakes made by other large players because it was a late entrant into the online food delivery market.
  • Allow clients to submit orders ahead of time. They can use it to determine the level of demand for food at each restaurant.
  • Allow clients the freedom to choose the time when their food will be delivered.
Threat
  • A new player in the online meal delivery market is called Uber Eats.
  • Chiptole, Starbucks, and other well-known businesses collaborate with Postmates and other popular meal delivery services.
Top 5 Rivals to Uber Eats
  • DoorDash
  • GrubHub 
  • Postmates
  • Slice
  • Deliveroo
Uber Eats is the most popular food delivery and ordering app in the world. Uber, which began as a ride-sharing service, expanded their brand by creating an app that let users order food and have it delivered using Uber cars that were associated with them.

Uber Eats failed, why?

Uber Eats, on the other hand, failed to distinguish itself in any way from its competitors. Eats was a pitcher who arrived late. Without any product difference, it had proven challenging to maintain the meal delivery industry. Market analysts think Eats was entirely dependent on its parent firm and worldwide support. 

What system does Uber Eats employ?

The internal Uber team developed js, a modular Javascript framework for building plugin-based React applications. With Browserify, an open-source JavaScript tool that enables developers to write Node, the client-side application is created.

Is there a competitive edge for Uber Eats?

Uber drivers are an additional significant competitive edge for Uber Eats. Restaurants that don't provide meals can select to have their food delivered by Uber Eats. With the use of the GPS tracking feature in their meal delivery app, they can also enable users to follow the whereabouts of their food.

Are drivers leaving Uber Eats?

Restaurants used third-party applications to distribute their food throughout the pandemic. One of the key industries on which restaurants relied during COVID-19 was Uber Eats. But now, even the largest delivery company is experiencing a driver shortage. There are several causes for this.

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