Uber Eats launches a video feed for food discovery that resembles TikTok
By MYBRANDBOOK
To improve food discovery, Uber Eats is integrating a video feed like TikTok. Global Head of Product at Uber Eats Awaneesh Verma says, "Early data shows people are much more confident trying new dishes." The new feature will provide a platform for restaurants to showcase their culinary offerings. The feature is reportedly being tested in Toronto, San Francisco, and New York, with a global launch in the pipeline.
Uber Eats' move to incorporate a short-form video feed aligns it with other popular apps like Instagram, YouTube, Snapchat, Netflix, and LinkedIn, which have also adopted this feature following TikTok's success. Videos on Uber Eats will be displayed in various carousels throughout the app, including on the homescreen. The content will exclusively feature restaurants within the user's delivery radius, enhancing their food discovery experience.
The video feed on Uber Eats is designed to mimic the experience of dining in a restaurant, and finding inspiration through observing food preparation. Verma stated, "The early data shows people are much more confident trying new dishes and trying things that they otherwise wouldn't have."
Uber Eats clarified that the videos featured on their platform are not advertisements, as they do not charge merchants for content placement. The company's goal is to enable restaurants to connect directly with customers through these clips as they decide what to order.However, some users might find this new feature overwhelming due to the increasing prevalence of short-form video feeds on popular apps.
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