Responding to the increasing trends on convenience oriented and time saving consumption, UberEATS entered the Australian market in April with Melbourne as its first targeted city. Collaborating with over 80 Melbourne restaurants, UberEATS allows users to order food via the app after which an Uber driver will collect and deliver to your chosen location. Although this is a new concept from Uber (in Australia), they are tapping in to an already existing market with players like Delivery Hero and Menulog which both collaborate with restaurants on delivery all over Australia.
Still in its launching phase, the UberEATS has its restrictions with a 3km radius inside a limited delivery zone, bordered by Carlton, West Melbourne and Windsor. There have also been some problems with maintaining the food in a good condition while being transported, which have resulted in some of the restaurants have tailor made their menu to be delivery friendly.
We have yet to see the instant feature, limited selection of items with a 10-minute delivery, which is available on the American version of the app. But their priority and next move is to expand throughout metropolitan Melbourne before offering the delivery service nationally, according to UberEats general manager Simon Rossi.
Is it too late for UberEATS to enter the Australian food delivery market?
With the increasing proportion of consumers looking for alternatives to home cooked meals as well as time saving driven consumption, there seems to be room for more restaurant delivery players in the food game.