Uber Eats Introduces TikTok-Style Video Feed for Enhanced Food Discovery

Uber Eats Introduces Short-Form Video Feed to Enhance Restaurant Discovery

Exclusive Interview with Awaneesh Verma, Sr. Director of Product at Uber Eats

In an exclusive interview with The Zero Byte, Awaneesh Verma, Uber Eats’ Sr. Director of Product, revealed that the company is testing a new TikTok-like short-form video feed in New York, San Francisco, and Toronto. The feed aims to improve restaurant discovery and help eateries showcase their dishes. Uber Eats plans to expand the feature worldwide in the future.

Joining the Short-Form Video Trend

Uber Eats is the latest app to join the growing list of platforms that have introduced their own short-form video feeds, following the success of TikTok. Other notable apps that have embraced this trend include Instagram, YouTube, Snapchat, and Netflix. The Zero Byte also recently reported that LinkedIn has begun experimenting with its own TikTok-like feed.

Accessing the Short-Form Video Feed

Users can find the new short-form videos in carousels throughout the Uber Eats app, including the homescreen. Clicking on a video preview will open a vertical feed of short-form content that users can swipe through. The feed will only display content from restaurants that are within delivery range.

Replicating the In-Person Restaurant Experience

According to Verma, the feed is designed to mimic the experience of being in a restaurant and witnessing the preparation of food, which can inspire customers to try new dishes. For example, users might come across a video of an ice cream shop making a Nutella milkshake or an Indian restaurant packing rice separately from curry to prevent sogginess during delivery.

“The early data shows people are much more confident trying new dishes and trying things that they otherwise wouldn’t have. Even little things like being able to see texture, and the details of what a portion size looks like, or what’s in a dish, has been really inspiring for our users.”

Image Credits: Uber Eats

Supporting Restaurants without Ads

Uber Eats emphasizes that the short-form videos are not advertisements, and the company is not charging merchants for the content placements. Many restaurants already use social media platforms like Instagram and TikTok to reach new customers and showcase their food through short-form videos. By allowing merchants to share these videos directly in the Uber Eats app, the company is helping restaurants connect with customers as they decide what to order.

Mixed Reactions from Users

While some users may appreciate the convenience of discovering new dishes and restaurants directly within the Uber Eats app, others might feel overwhelmed by the growing number of short-form video feeds across various apps. The introduction of such a feed in a food-delivery app may not be a welcome addition for all users.

Enhancements to Uber Eats Manager Software

In addition to the short-form video feed, Uber Eats has revamped its Uber Eats Manager software, adding personalized growth recommendations. The software can now encourage restaurants to boost their business by running promotions on specific dishes or adding photos to menu listings.

Furthermore, the company plans to launch a new app for restaurant managers this summer, designed to make it easier for them to be proactive on the go. The app could alert managers about store issues or suggest ways to increase sales through new ads.

Uber Eats Reaches Milestone

On Monday, Uber Eats announced that it now has more than one million merchants on its platform, spanning 11,000 cities across six continents.