The company revealed on October 11th that it has launched this new feature, allowing consumers to incorporate items from various restaurants, convenience stores, or liquor retailers into their orders without incurring an additional delivery fee.
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UberIn a bid to distinguish itself from other leading restaurant aggregators, Uber Eats is enhancing its services with the introduction of Multi-Store Ordering.
The company revealed on October 11th that it has launched this new feature, allowing consumers to incorporate items from various restaurants, convenience stores, or liquor retailers into their orders without incurring an additional delivery fee. After customers have made their selection but before finalizing their order, they are presented with the option to “bundle” their choices with items from other merchants.
Uber stated in its announcement, “This expands upon previous testing of methods to add items to an order and represents a significant increase in the range of stores and restaurants available for bundling.”
This development is part of a broader effort by aggregators to increase the adoption of their platforms and marketplace, given the intense competition in the industry. They are seeking ways to meet more of consumers’ everyday needs in order to build loyalty and encourage frequent use.
At present, most consumers do not regularly order from aggregators. According to the PYMNTS Intelligence Connected Dining series, which draws from surveys of thousands of U.S. consumers, as of June, only a minority (40%) reported using an aggregator to place an order at least once in the previous six months. Additionally, the results revealed that only about 1 in 20 restaurant orders are made through aggregators.
Among those who use aggregator services, 49% reported making purchases through Uber Eats, making it the second most popular choice for consumers, after the leading aggregator DoorDash, which was used by 77% of respondents. Uber Eats surpassed Grubhub, which was used by 35% of those surveyed.
Uber Eats is not the first aggregator to introduce multi-merchant ordering options. DoorDash introduced its DoubleDash feature in 2021, but it is more limited compared to Uber Eats’ new offering. DoubleDash allows consumers to add additional items like beverages and desserts from other sellers to their restaurant order after they have already completed their order.
Overall, restaurant aggregators are in a race to expand their offerings and provide consumers with a wide range of convenience-oriented options to win their loyalty over competitors. Leading players are incorporating more grocery stores and convenience retailers into their platforms, expanding their alcohol delivery services, and more.
Consumers are increasingly looking for a broader range of options and are keen to have more of their on-demand needs fulfilled through unified digital platforms. A study from PYMNTS Intelligence, “Consumer Interest in an Everyday App,” conducted in collaboration with PayPal, revealed that 65% of Americans and 71% of Australians would like to consolidate their mobile restaurant ordering into an everyday app.
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