57% of French delivery customers have ordered from Uber Eats. Over the whole of 2020, the app generated around 580 million euros in orders... every month! How does the Californian giant keep customers coming back to its app, from meal delivery to grocery shopping? Since we're being kind, we'll explain Uber Eats' entire strategy for getting customers hooked on its ordering module - just in case you'd like some inspiration.
Uber Eats has understood that user experience is a key factor in its success. To order a meal online, customers are spoilt for choice. With an unintuitive, ugly or buggy restaurant ordering module, there's little chance of returning to it... A concrete user XP is the key to success for the Californian platform.
Click, click, boom! In UX (acronym for User Experience), every click counts. Behind the best ordering modules for restaurants, there are UX experts paid a lot of money to remove a click or two between the beginning and end of the order. Their job is to prevent restaurants (like you) from losing customers along the way. 3-click ordering is Uber Eats' or Amazon's secret to generating so much sales, by getting customers hooked.
Not every 5 days, or every 7 days... At Uber Eats, promo codes are sent out every 6 days ! Why is that? A couple's secret: it helps to keep the flame alive, without falling into a weekly routine... With its many coupons falling on different days, Uber Eats comes out on top in the end: that's the price to pay for winning the online ordering war for restaurants.
A good Uber Eats marketing strategy: create a point of contact with those delivered customers you know nothing about! In fact, the meal delivery app jealously guards its customer data and doesn't share it with restaurant owners.
What if you could easily communicate with those dozens of Uber Eats customers? That's what's possible with the Booster, a contest that lets you collect lots of customer data. It's accessible via a QR Code, which you can easily pass on to your Uber Eats customers via a flyer stapled to the delivery bag (or dropped inside).
By scanning this QR Code, your customers access a gift wheel that simply requires them to perform an action and/or leave their contact details. You can then collect the phone numbers or emails of all your Uber Eats customers, for your own marketing strategy: SMS campaigns, promotional codes, drive-to-store... It's up to you!
The very operation of Uber Eats encourages restaurants to push these promotions. These time-limited offers enable them to appear in the box at the top of the app... The platform also has agreements with restaurant chains, which in return offer advantageous rates. The important thing, from the point of view of the ordering module, is that the customer finds his way around... You can easily replicate this by always having a good tip to offer your customers.
It's not so much the fault of Uber Eats, as of the restaurants that participate... One thing's for sure: the aggregator/marketplace-style way of working pushes photo quality to the top. For restaurants, thumbnails are an opportunity (along with special offers) to stand out from the crowd. They're also good for the user experience, and therefore for customer loyalty...
Whether via the Uber Eats app or SMS: notifications are an extremely powerful lever for boosting an order module (we know a thing or two about this at Pongo). According to the U.S. platform, two notifications a day is just the right amount. For a single restaurant, this is a very high average, but the idea is to remind your regulars at the best possible moments to send an SMS.
You're not Uber Eats? No problem: all these tips are easy to replicate with the right ordering module. Want to challenge the meal delivery giant with your own weapons? Take a look at Pongo's ordering module, easily integrated into your site. It's calibrated to deliver the perfect customer experience - and in your colors. To test it in an almost real-life situation, click here!
