Hospitality journal attended Uber Eats’ first Future of Food summit which was held in Hong Kong over the previous two days.
The supply big hosted a devoted APAC summit that includes shows from restaurant companions together with Uber Eats regional head Raj Beri, senior director of product administration Stephen Chau and international head of advertising Nikki Neuburger.
So what does the future maintain for Uber Eats in Australia? The reply is complicated however one factor is for positive – the APAC market is rising, by precisely 30 per cent from June 2019 to June 2019.
During the shows from Uber Eats execs, it was clear the platform needs to turn into extra ingrained in venues via ‘flexible POS integration’. The plus aspect of this integration primarily revolves round knowledge. Operators will be capable of entry buyer insights together with missed orders, downtime, order quantity and dish suggestions.
Beri spoke concerning the sort of knowledge the platform presently supplies to operators.
“Right now we surface data around meals that are popular to specific menu choices and if there’s feedback from customers [such as if] a meal needs more salt,” he stated. “The other data is data that helps optimise their operations, so things like helping them think through opening hours and introducing new menu items.”
Uber Eats has additionally rolled out advertising instruments up to now six months, which permits operators to launch campaigns inside the app, probably concentrating on new clients and providing offers.
“Co-marketing with restaurants is something we just started scratching the surface of,” stated Neuburger. “I have been looking at each independent market and trying to identify best practices to put together a ‘menu’.”
The ‘menu’ Neuburger speaks of includes a variety of advertising choices from being included within the ‘tonight I’ll be consuming’ marketing campaign to smaller-scale options reminiscent of providing clients a free dish with their order. Neuburger says collaborating venues are supplied with marketing campaign analytics to allow them to decide which promotions and provides are probably the most profitable.
Neuburger additionally confirmed there can be extra detailed critiques out there on restaurant pages together with storytelling content material from in depth imagery to info on signature dishes and awards.
“One of the things we have heard a lot from our restaurant partners is the desire for more information,” she stated. “That might look like engaging with restaurants so they can put images of their store on the platform, so we can know who owns the restaurant, who is making the food, what dishes they are most proud of and the awards they have won.”
The addition of detailed evaluations is a recreation-changer for operators. Currently, the app gives simply two choices: thumbs up or thumbs down, which leads to a mean score out of 5. Neuburger says the introduction will reduce out the center man (Uber Eats) and permit eating places to speak with clients.
“I could imagine enabling restaurant owners to respond to comments as opposed to a consumer talking to me and me talking to a restaurant,” she stated.
Creating extra significant connections between Uber Eats and operators was a standard theme all through the summit, and it seems the corporate is investing on this space, particularly in Australia, with the rising quantity of account managers.
“We did feel there was a void in terms of restaurants feeling part of a larger community and being able to interact with us and their peers across different markets,” stated Beri. “We have a big account management and sales team now and when we work with restaurants, there is one-to-one interaction through account management and development conversations.”
Beri says eating places are eager to attach with the platform extra, and the corporate is responding to demand by opening up a spread of communication channels, whether or not telephone conversations or on the spot messaging. “If a restaurant wants to talk to us, they can talk to us,” stated Beri. “If I’m looking at the ideal restaurant experience, they [can] talk to us through whatever channel. They want more regular communication and we have started communicating more about new features and tools.”
With Uber Eats dabbling in decide up, supply and now dine in (a pilot program just lately launched within the US the place diners can guide, order meals and pay via the app whereas consuming at a venue), the platform is increasing to incorporate all sides of the restaurant expertise. “The general theme here is that over time, we want Eats to be the place you go to every time you’re hungry,” stated Chau.
After two days, the primary takeaways of the summit revolved across the improve of knowledge eating places may have entry to and the event of extra significant relationships. Not to overlook this nugget – Uber Eats needs clients to order each meal they eat from the platform (that’s 21 every week).
Hospitality attended the Future of Food summit as a visitor of Uber Eats.
Image credit score: Bonni Ko