Uber’s best hope to beat all its ride sharing and food delivery competitors is that it does both. Through cross-promotion, it can combine activities people might only do a few times per week or month into a product they open daily.
…But TechCrunch has discovered that specifically, Uber is starting to make a web view of Uber Eats accessible from its main app. A tipster in Boston first clued us in to the feature and now Uber confirms that it’s merging a fully functional web version of Uber Eats into its ride-hailing product. Uber quietly began rolling out a pilot of the merged app in late April. Uber Eats app will remain available as a standalone app.
The move could give Uber a customer acquisition and retention edge on single-product competitors like Lyft or DoorDash, while helping it keep up with multi-product peers like Careem and Bolt (which recently added food delivery), and its biggest global foe Didi from China which just launched food delivery in Uber stronghold Mexico. Combining functionality means Uber’s ride hailing customers could see a promotion for Eats and instantly try it without downloading a new app as their tummy rumbles. It could also get the 50% of Eats customers who don’t ride in Ubers to try it for transportation.