The connected economy is advancing through the partnership between Uber Eats and Instacart.
The companies announced Tuesday (May 7) that in the coming weeks, Instacart customers will be able to order from a variety of restaurants on the platform through a new “Restaurant” tab enabled by Uber Eats.
“With this partnership, Instacart customers now have access to both the best online grocery selection and restaurant delivery in the U.S., making it easy to meet all your food needs from a single app.” said Fiji Simo, CEO and Chairman of Instacart. In a statement. “… [Customers] You can now get the food you want from your favorite retailers and restaurants within the Instacart app. ”
The move comes amid a growing trend for aggregators to serve more of consumers' food needs, with Instacart adding restaurant orders as restaurant aggregators expand their grocery operations. For example, DoorDash reported on its May 1 earnings call that its grocery business had experienced three consecutive quarters of triple-digit year-over-year growth. Additionally, Uber touted in its earnings call Wednesday (May 8) that it is expanding its grocery store selection and integrating grocery store loyalty programs into its platform.
PYMNTS' Karen Webster said in a feature last year that “the act of eating is the driving force behind how and where consumers decide to buy food.” “Platforms help consumers connect and aggregate many options to buy the food they want, wherever they want. In this connected economy, grocers, restaurants, and aggregators are now They're competing for a share of the food dollar. They're doing it in a category that consumers don't think of as grocery stores or restaurants or delivery services.”
Many shoppers want to be able to meet their restaurant and grocery needs from a single, integrated digital platform that facilitates a wide range of daily activities. PYMNTS Intelligence's study “Consumer Interest in Everyday Apps” found that 35% of US consumers express a strong desire for everyday apps. Of these, 69% would like to buy groceries from such apps and 65% would like to buy from restaurants.
Aggregators are not alone in seizing the opportunity to become a one-stop provider of food for consumers. Take Wonder, a food company founded and led by Jet.com co-founder Marc Lore, offers an omnichannel food hall and acquired meal kit company Blue Apron to create a “mealtime super app.” is being developed.
In a March interview with PYMNTS, Daniel Schlossman, Wonder's chief growth and marketing officer, said that the company's location inside Walmart expands the opportunity to order at restaurants to consumers' grocery and retail stores. He said it can be tied into shopping routines.
“We anticipate that the customer will probably place an order as they head to Walmart, and the food will be ready for them to pick up when they leave,” Schlossman said. . “We see people who just went to Walmart, maybe on their way to run an errand, and they can stop and get a filling before heading on to their next destination. So we're seeing a lot of use cases. Masu.”
Learn more about: Aggregators, Connected Economy, Delivery, Digital Transformation, DoorDash, Food & Beverage, Instacart, Mobile Apps, News, Partnerships, PYMNTS News, QSR, Restaurants, Super Apps, Uber, Uber Eats, Wonder
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