Repositioning Uber Eats from food delivery to "get anything"

Uber Eats is a global delivery platform connecting consumers with restaurants, grocery retailers, and local merchants through on-demand delivery.

IMPACT AREA

Food Industries

Client

Uber Eats

SERVICES

Campaigns

Research

Year

2022

Overview

Faced with increasing competitive pressure as competitors invested heavily in food delivery, grocery, and membership marketing. Research showed that while Uber Eats had significant grocery business volume, only a small percentage of consumers recognized the platform as more than a food delivery service.

Initiative

/ Develop audience segmentation and messaging frameworks / Evaluate campaign concepts and positioning strategies / Support measurement planning across brand and business KPIs / Assess creative concepts designed to communicate Uber Eats' expanded grocery and retail offerings

Outcome

The campaign established a unified platform message around "Uber Eats delivers anything you need to meet the moment," helping reposition the brand from a food delivery service to a broader on-demand delivery platform. The initiative aligned brand-building objectives with measurable business outcomes through a comprehensive measurement framework spanning awareness, preference, active users, and order growth.

Clicked (acquired by Ziplines Education)

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UBC Commerce Undergraduate Society