Uber is testing foodie experiences to a small sample market in San Francisco via Uber Eats.
With food delivery services shaking up the restaurant industry, Forbes reports how Uber is now targeting foodie experiences on top of its takeout delivery service. Uber Eats is trailing a "Moments" tab, with an initial pilot available to customers until November 17th.
The first experiences on offer are a $75 class on making Chinese dumplings and a $55 five-course Nigerian dinner.
“We’re always thinking about new ways to enhance the Eats experience,” an Uber spokesperson told Forbes when asked about the pilot.
It seems like a play to rival Airbnb, who have embedded the foodie and cultural experiences into their accommodation offering. However, while Airbnb experiences are generally planned in advance, involve leisure time that needs to be filled and customers’ desire to engage with local cultures, Uber has built a multi-billion dollar gig economy business on meeting a quick and short-term need such as hailing a ride to get across town or bringing your takeout order to your front door.
Once the all-star unicorn and a model for start-ups everywhere, Uber has come under heavy criticism since its Ipo in May of this year. Launching a "Moments" tab gives an insight into the company’s plan to diversify into multiple services as the pressure grows to turn profit. It is surmised that a ‘Moments’ tab could live alongside tabs in the Uber app perhaps offering, trips, insurance and other services.