Uber is considering rolling out a subscription model for its food
delivery service, UberEats, according to one of the company’s UK
The Uber subsidiary, which is on course to do $3 billion (£2.2 billion) in sales
this year according to a document seen by The Financial
Times, has already been experimenting with subscriptions.
“We are constantly testing,” said UberEats UK country manager
Toussaint Wattinne during an interview with Business Insider in
December. “We’ve actually run a few tests within specific cohorts
in a few cities.”
Rolling out a subscription could help to improve customer loyalty
in the increasingly crowded food delivery market, which is being
chased by other US tech giants like Amazon, as well as firms like
Deliveroo and Just Eat.
It’s likely that an UberEats subscription would allow users to
bypass delivery fees, while also giving them access to promotions
and exclusive menus.
Rival firm Deliveroo rolled out its own
subscription service across the UK in November. It’s priced
at £7.99 a month and those that sign up don’t have to pay
Deliveroo’s £2.50 delivery fee each time they place an order.
Toussaint stressed that UberEats is aiming to drive customer
retention in other areas as well.
“There are fundamental product experience aspects and features
that drive the majority of our retention,” he said. “What makes
you come back more often to the app is going to be primarily the
restaurants you see, the reliability you experience, the speed of
“So bringing in the layer of whether it’s a subscription or a
loyalty programme on top is not going to be what makes or breaks
people coming back to your platform. I think being obsessed about
this core experience and being obsessed about the quality of that
experience is what ultimately makes your business attractive and
makes people come back.”