Uber Eats, the food delivery platform, has evolved beyond just delivering food. Now, users can also watch videos on the app. The platform is introducing a new feature that allows restaurants to share short videos, similar to those found on TikTok or Instagram.
These videos will be featured in various sections of the Uber Eats app. So, when users are browsing for meal options, they might come across a captivating video of a restaurant preparing a delicious dish and be inspired to place an order.
The aim of this new feature is to immerse users in the restaurant experience, letting them watch chefs prepare dishes and igniting excitement to try new foods. Awaneesh Verma, an employee at Uber Eats, informed TechCrunch that preliminary tests indicate people are more inclined to order unfamiliar dishes after viewing these videos. Even minor details, such as seeing the appearance of a dish or understanding its portion size, can pique interest and encourage users to give it a try.
Many other apps, such as Instagram, YouTube, and Snapchat, have incorporated TikTok-like features due to the current popularity of short videos. Even LinkedIn, primarily known for professional networking, is experimenting with a video feed. Therefore, it’s understandable that Uber Eats aims to capitalize on this trend.
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Restaurants often share videos on social media platforms to attract new customers and showcase their dishes. Allowing them to do the same directly within the Uber Eats app simplifies the process for users to discover new dining options without exiting the app. While some may feel overwhelmed by the influx of apps featuring short videos, Uber Eats believes it will assist people in discovering new and delicious foods they’ll enjoy.
Currently, Uber Eats is piloting this feature in select cities: New York, San Francisco, and Toronto. However, if successful, they intend to roll it out globally. Restaurants won’t incur additional charges to display their videos within the app. Uber emphasizes that these videos are not treated as advertisements; rather, they offer a creative avenue for restaurants to showcase their dishes.