Uber Eats launches a TikTok-like video feed to spice up discovery

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Uber Eats is launching a TikTok-like short-form video feed to spice up discovery and assist eating places showcase their dishes. Uber Eats’ Sr. Director of Product, Awaneesh Verma, advised TechCrunch solely in an interview that the brand new feed is being examined in New York, San Francisco, and Toronto. The corporate plans to launch the feed worldwide sooner or later.

With this launch, Uber Eats now joins quite a few different standard apps which have launched their very own short-form video feeds following TikTok’s rise in recognition, together with InstagramYouTubeSnapchat, and Netflix to call a couple of. TechCrunch additionally lately discovered that LinkedIn has began experimenting with its personal TikTok-like feed.

The brand new Uber Eats short-form movies are seen in carousels positioned throughout the app, together with the homescreen. When you click on on a video preview, you’ll enter right into a vertical feed of short-form content material you can swipe by way of. You’ll solely see content material from eating places which might be shut sufficient to ship to you.

Verma says the feed is designed to copy the expertise of being in a restaurant in individual and seeing individuals getting ready meals and being impressed to strive one thing new. As you swipe by way of the feed, chances are you’ll come throughout a video of an ice cream store getting ready a Nutella milkshake, or a video of an Indian restaurant packing rice individually from curry so it doesn’t get soggy by the point it will get delivered to your own home.

“The early information exhibits persons are rather more assured making an attempt new dishes and making an attempt issues that they in any other case wouldn’t have,” Verma mentioned. “Even little issues like with the ability to see texture, and the small print of what a portion measurement seems like, or what’s in a dish, has been actually inspiring for our customers.”

Picture Credit: Uber Eats

Uber Eats notes that the movies aren’t advertisements, as the corporate isn’t charging retailers for the content material placements.

Many eating places run social media accounts on apps like Instagram and TikTok to achieve new prospects and showcase their meals utilizing short-form movies. By permitting retailers to share short-form movies straight within the Uber Eats app, the corporate helps eating places attain prospects straight as they resolve what to order. As for shoppers, many individuals already use social media to find new locations and dishes to strive, so Uber Eats possible hopes that its new feed will encourage customers to attempt to discover inspiration straight inside its personal app.

Some customers may not see the launch as a welcome addition to the app, as they might really feel overwhelmed by the sheer quantity of various short-form video feeds in standard apps. Whereas it might make sense to have short-form video feeds in leisure and social media apps, the introduction of 1 in a food-delivery app might not be a good selection for some.

Verma additionally shared that to be able to additional help retailers, the corporate has revamped its Uber Eats Supervisor software program and added personalised progress suggestions. The software program is now able to encouraging eating places to develop their enterprise by doing issues like working a promotion on a sure dish or including pictures to menu listings.

As well as, the corporate goes to launch a completely new app for restaurant managers this summer season that’s designed to make it simpler for eating places to be extra proactive on the go. For example, the app may alert a restaurant supervisor that their retailer is having points or that they might need to increase gross sales with new advertisements.

Uber Eats introduced on Monday that it now has multiple million retailers all over the world on its platform, throughout 11,000 cities in six continents.

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