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Uber Eats is set in motion a TikTok - like short - form telecasting feed to advance discovery and help restaurants showcase their dishes . Uber Eats ’ senior director of Product , Awaneesh Verma , told TechCrunch exclusively in an interview that the fresh feed is being tested in New York , San Francisco and Toronto . The caller plans to launch the feed worldwide in the future .
With this launching , Uber grub now join legion other pop apps that have launch their own poor - form video feeds following TikTok ’s rise in popularity , includingInstagram , YouTube , SnapchatandNetflixto name a few . TechCrunch also recently con that LinkedIn hasstarted experimentingwith its own TikTok - corresponding provender .
The new Uber eat short - strain videos are seeable in luggage carousel aim across the app , including the homescreen . Once you tap a video recording prevue , you will enter into a vertical provender of scant - form content that you’re able to nobble through . You will only see capacity from restaurants that are close enough to deliver to you .
Verma says the feed is designed to replicate the experience of being in a restaurant in person and seeing people preparing food and being inspired to try something new . As you swipe through the feed , you may derive across a video of an ice cream shop preparing a Nutella milkshake , or a TV of an Amerindic restaurant packing rice separately from curry so it does n’t get soggy by the time it gets deliver to your house .
“ The former data point establish hoi polloi are much more positive trying new dishes and try things that they otherwise would n’t have , ” Verma said . “ Even little thing like being able to see texture , and the details of what a dowry size bet like , or what ’s in a dish , has been really inspiring for our users . ”
Uber Eats take note that the videos are n’t advertising , as the fellowship is n’t charge merchant for the cognitive content placements .
Many restaurants run societal medium accounts on apps like Instagram and TikTok to reach new customer and showcase their intellectual nourishment using short - conformation videos . By allowing merchandiser to deal inadequate - descriptor videos directly in the Uber Eats app , the company is helping restaurants reach customers directly as they adjudicate what to order . As for consumer , many people already use social media to discover new places and dishes to seek , so Uber corrode likely hopes that its young feed will encourage drug user to attempt to discover inspiration directly within its own app .
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Some user might not see the launching as a welcome addition to the app , as they may feel overwhelmed by the cobwebby amount of dissimilar short - form video provender in pop apps . While it may make sense to have short - variety video feeds in entertainment and social medium apps , the debut of one in a food - delivery app may not be a favorable option for some .
Verma also shared that so as to further support merchant , the ship’s company has revamped its Uber Eats Manager software and added personalized outgrowth recommendations . The software is now capable of encouraging eating place to get their business by doing thing like run a promotion on a certain dish or adding pic to menu listings .
In addition , the company is function to launch an entirely new app for restaurant managers this summertime that is designed to make it easier for restaurants to be more proactive on the go . For instance , the app could alarm a restaurant manager that their storage is sustain issues or that they may want to advance sales with new ads .
Uber Eats announced on Monday that it now has more than 1 million merchandiser around the world on its political platform , across 11,000 cities in six continents .
