Uber Eats is a three-sided marketplace connecting a driver, a restaurant owner and a customer with Uber Eats platform at the center. The three-sided marketplace moves around three players: Restaurants pay commission on the orders to Uber Eats; Customers pay the small delivery charges, and at times, cancellation fee; Drivers earn through making reliable deliveries on time. Uber Eats generated $8.36 billion in revenues in 2021, representing 48% of Uber’s total revenues.
|Uber Revenue Breakdown||2021||% of Total Revenues|
|All Other||$8 Millions||0%|
|Mobility (Uber Eats) was the fastest growing segment in 2021||2021||2020||Segment’s Growth|
- Uber Business Model Short Description
- Uber Eats Business Model Today
- Uber Eats Background Story
- A 3-sided Marketplace Business
- A six-point value proposition
- How ‘Uber Eats’ Makes Money
- How much Uber Eats pay for their delivery partners or drivers?
- Uber Eats’ Cost-Saving Factors
- Uber Eats’ Unit Economics
- The Future of Uber Eats
- Connected Business Models And Concepts To Uber Eats
- What type of business model is Uber Eats?
- Is Uber Eats a profitable business?
- How does Uber Eats make their money?
Uber Business Model Short Description
|Uber Eats Business Model||Description|
|Value Model: Flexible Delivery/Last-Mile Provider.||
The ambition of Uber Eats is to become the go-to last-mile delivery platform. It started with food delivery, but it aspires to become the go-to place for last-mile delivery.
|Technological Model: Three-Sided Network Effects.||
Uber Eats enjoys complex three-sided network dynamics between eaters, restaurants, and drivers. The existing underlying platform gives riders and drivers additional options (food delivery, beyond car-sharing rides). Plugging in restaurants and food partners makes the network more valuable, as an entrepreneurial ecosystem is created on top of Uber Eats business model.
|Distribution Model: Branding/Growth Hacking, Deal Making, Lobbying.||
Like Uber, Uber Eats’ distribution leverages on a solid brand and infrastructure built over the years and a “lobbying playbook” to connect with local and national policymakers to stabilize the service worldwide.
|Financial Model: Platform’s Tax.||
Uber Eats consists of a platform that, by connecting three leading players (eaters, drivers, and restaurants) collects, as a result, a tax for each booking on top of the platform + commissions from restaurants and eaters.
Uber Eats Business Model Today
|Mobility (Uber Eats) was the fastest growing segment in 2021||2021||2020||Segment’s Growth|
|Mobility||$6.9 Billions||$6 Billions||14.2%|
|Delivery (Uber Eats)||$8.36 Billions||$3,9 Billions||114.2%|
|Freight||$2.1 Billions||$1 Billions||110.9%|
|All Other||$8 Millions||$135 Millions||-94.1%|
|Total||$17.45 Billions||$11.1 Billions||56.7%|
The delivery platform also passed the gross bookings compared to the mobility platform. This was defenitely an effect of the pandemic. In fact, for the first time, in Q2 2020, gross bookins in delivery passed those of the mobility platform.
Indeed, through the delivery platform there were $6.9 billions, vs. the over $3 billions of the mobility platform.
Thus, the mobility platform was negatively impacted by the pandemic. However, by Q4 2021, even though the mobility platform has gone back to pre-pandemic bookings levels, the delivery platform kept growing at an incredible rate.
Uber Eats Background Story
Getting food delivered from your favorite local restaurants became as easy as requesting a ride!
- Why is Uber building the world’s largest food delivery platform?
- Is it valuable for Uber to turn its drivers into a reliable delivery fleet?
A 3-sided Marketplace Business
Uber Eats is a three-sided marketplace connecting a driver, a restaurant owner and a customer with Uber Eats platform at the center.
- Restaurants pay commission on the orders to Uber Eats.
- Customers pay the small delivery charges and at times, cancellation fee.
- Drivers earn through making reliable deliveries on time.
A six-point value proposition
- Blazing fast delivery: Uber Eats promises to deliver within 30 minutes in most of the cities where they are currently operational. It works on the principle that “We don’t want your food traveling halfway across town.”
- No minimum order concept: The customers can order their favorite snack instead of a full meal. The standard delivery fee ensures that all orders are fulfilled irrespective of the order value.
- Existing customer base: Probably, the most valuable asset of all. They already have millions of active Uber users across the globe who can be potential Uber Eats users.
- Better utilization of Uber’s resources: They already have cars/drivers on the road and an effective system to manage it. The inclusion of Uber Eats will only help to increase the utilization across Uber’s different verticals. For example, a cabbie who just finished a trip may handle a food delivery order right afterward.
- A top class algorithm: The algorithm developed by Uber does a great job in neatly organizing the prime factors in online food delivery system. i.e., order management, order allocation and order dispatch.
- The global presence: How hard it would be for them to leverage Uber’s global dominance to scale the business of Uber Eats? Not that hard! While they may face local competitors in every market they penetrate, a competitor with such a global stronghold would be hard to beat!
How ‘Uber Eats’ Makes Money
The chart below completely describes the revenue flow in the Uber Eats ecosystem:
- Standard Delivery Fee OR Convenience Fee: Uber Eats charges a flat delivery fee from its customers irrespective of the order value. The charges vary from $1 to $5 depending on the market they are operating in.
- Recurring Revenue Share from Restaurant Partners: Uber Eats takes a cut of 15% to 40% on every order that is fulfilled from the Restaurant partners. Uber Eats decides the percentage of the commission depending on the age and maturity of the market.
- Marketing & Advertising Fee from Restaurant Partners: Uber Eats is helping their restaurant partners attract more customers and reach a larger customer base by offering customer-facing brand campaigns, relatable social posts and email marketing to Uber’s rider base.
How much Uber Eats pay for their delivery partners or drivers?
The delivery partner’s fee is mainly divided into three segments which are pickup fee, delivery fee and per mile fee also referred to as mileage fee.
The exact figures of these charges vary from region to region. A customer can tip the delivery partners if they want to and 100% of this tip would be allocated to the delivery partner only.
Uber Eats’ Cost-Saving Factors
You’ve heard the saying “Every Penny Saved is Every Penny Earned”? Uber Eats, with its unique three-sided marketplace business model, is both cost-effective and efficient than its competitors.
- Lesser Customer Acquisition Cost (CAC) and Shared Marketing Expenses: The current marketing and advertising expense incurred by Uber Eats is comparatively less since it’s getting most of its users through cross-promotion on the Uber App.
- Shared Network of Drivers & Riders: The drivers and riders on Uber double up to work as the delivery fleet, which eases the pain of setting up a delivery network from scratch.
- Savings on Logistics Costs: A well-defined unit economics helps in saving big on the logistics cost as multiple food orders on the same route can be delivered in a single delivery run.
Uber Eats’ Unit Economics
YOU ordered an apple-pie from XYZ restaurant that is priced at $50 Order Value + $5 Delivery Charges. The order will be delivered by ME at your door and ME is currently 3 miles away from your location.
Approximately, this is how the unit economics should reflect:
- Amount paid by YOU: $50 + $5 = $55
- Amount received by XYZ restaurant: $50 – (30% commission on order) = $35
- Delivery Charges: Pickup Fee + Delivery Fee + Per Mile Charges = $4 + $2 + ($2 x 3) = $12
- Net Revenue for Uber Eats = ($55 – $35) – $12 = $8
The Future of Uber Eats
Currently covering 50% of the US population, it is set to cover more than 70% by the end of 2019. Uber Eats holds 27.9% of the revenue share of all top online food delivery services in the USA and is approximately valued at 20 billion USD.
Uber has been doing a great job in innovating and captivating new markets with its exceptional approach.
In a market which is already crowded with online food ordering and delivery platforms, how should we look at Uber’s presence in this space?
Is food delivery the real endgame, or are we witnessing the time-honored “sustaining innovation” curve leading to Uber Everything? Only time will tell!
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What type of business model is Uber Eats?
Uber Eats is a three-sided marketplace connecting drivers, restaurant owners, and customers. Drivers can leverage the existing Uber platform, to perform additional gigs, and therefore earn extra income on top of Uber. Restaurant owners can amplify their local service reach, by easily setting up delivery operations of food, thus gaining more customers. And customers can leverage the smoothness Uber platform to have the food comfortably delivered at home.
Is Uber Eats a profitable business?
The company reported that Uber Eats was profitable during the 2021 Q3, as per its earning calls. As of 2021, this makes Uber Eats the only profitable segment of the company. Indeed, as of 2020, Uber reported net losses were over $6.7 billion.
How does Uber Eats make their money?
As a three-sided platform, the company makes money by charging fees on top of the transactions that go through the platform. More precisely Uber Eats charges standard or convenience delivery fees (between $1-5 depending on the market). It also takes a cut on the restaurant owners’ revenues (anywhere between 15-40% of every order depending on the market). And it collects marketing and advertising fees from restaurant partners.