Dive Brief:
- Uber Eats added multi-store ordering to its system Wednesday, the company said in a press release. The feature will apply to U.S. restaurants, liquor stores and c-stores, Uber confirmed via email.
- Customers can order from two merchants in the same order and pay one delivery fee, in a move the company framed as an effort to address consumer concerns regarding affordability and pricing.
- The feature resembles DoorDash’s DoubleDash program, introduced two years ago, which gives customers the option to add items from nearby retailers to a delivery order. DoubleDash, however, only allows additions after checking out, while Uber Eats’ new feature allows users to bundle orders before checking out.
Dive Insight:
Distinct offerings like multi-store ordering generally strengthen Uber’s ability to attract and retain new customers, which could aid the company in the ongoing struggle for delivery market share. Currently, DoorDash still controls the biggest slice of the U.S. market.
Uber Eats previously tested a c-store order bundling feature and post-checkout add-ons, but the company said consumer feedback demonstrated that shoppers wanted the option to add items from a second vendor during the ordering process.
Uber Eats’ new multi-store order feature suggests nearby merchants whose products can be attached to the first merchant’s before check out. Once consumers place and item in their cart, they can scroll down to the bottom of the app to access the bundling option.
The company has recently invested in other distinct offerings to stand out from its competitors. In July, Uber announced an exclusive partnership with Domino’s to offer the pizza giant’s products through its app. Uber also added White Castle to its white label delivery service and is launching a virtual “sales aisle,” which combines promos and deals into one spot, in the Uber Eats app.
