Uber Eats is an online food delivery service and an extension of Uber’s original on-demand ride-hailing service. Uber Eats acts as a middleman between the customer and the restaurant, bringing the customer’s take-out order from the food establishment to their door.
But who are these customers and what motivates them to use Uber Eats?
In this article, we’ll review the Uber Eats target market to understand the reasons why they choose Uber Eats.
Who is the Uber Eats Target Market?
To best understand the Uber Eats target market, we need to understand why someone buys from Uber Eats as opposed to other similar food delivery services. What is it about Uber Eats that attracts these people to it?
By understanding people’s need to buy take-out food and their motivation to order it through Uber Eats, we can divide this market into the following customer segments:
- People who don’t want to go eat at a restaurant
- Parents ordering food delivery for their children
- People who don’t have the time to cook
- People who want to watch TV while eating
- People who are craving a specific cuisine
- People who have guests coming over for a meal
- Companies ordering food for their employees
Let’s look closely at each of these segments of the target market.
#1. People who don’t want to go eat at a restaurant
The first segment on our list of the Uber Eats target market is people who don’t want to go eat at a restaurant.
There’s a wide range of reasons why someone chooses to order take-out and have it delivered, such as for an outdoor picnic in the park, for an in-office lunch, for an outdoor sports event, and for late-night study sessions. Or they simply want to enjoy a restaurant’s food in the comfort of their own home.
In any case, the customer’s primary motivation is to avoid going out to eat. And Uber Eats makes it possible for them to do just that.
Unlike, the next segment we will review, this segment is not specifically looking for anything that Uber Eats offers. They are simply looking for a service that will bring them the food they want without having to leave their current location. They may just as well order from DoorDash, GrubHub, or any other delivery service.
#2. Parents ordering food delivery for their children
Sometimes, especially after a long day at work, the last thing a parent wants to do is cook dinner for their children. And while they could just order a pizza, they may be looking for a healthier option.
This is where Uber Eats comes in. With its wide range of restaurant partners, Uber Eats offers parents the opportunity to have a healthy meal delivered to their children without having to cook it themselves.
What’s more, parents can track the delivery of the food so they can tell the kids how much longer they need to wait. Every parent has experienced the wails of a “hangry” child, so this tracking feature is often a blessing.
#3. People who don’t have the time to cook
This segment of the Uber Eats target market would prefer to cook at home but simply doesn’t have the time to.
Whether people in this segment are working late, running errands, stuck in traffic, or acting as their family’s chauffeur, these people simply don’t have the time to cook. These people value the convenience, ease of ordering, and time-saving methods Uber Eats has to offer because sometimes there just aren’t enough hours in the day to do everything on a to-do list and cook.
#4. People who want to watch TV while eating
People who want to watch TV while eating also make up an important segment of the Uber Eats target market. Regardless of what’s being watched, people in this segment don’t see eating as an isolated activity.
Some people in this category are looking to have their food delivered, get comfortable on their couch, and turn on their favorite sports games or the newest episode of their favorite show. Also, for some, eating take-out while watching TV could be a way this segment spends quality time with their loved ones.
#5. People who are craving a specific cuisine
The next segment on our list of the Uber Eats target market is people who are craving a specific cuisine.
While these people might have the time to cook, they may not know how to cook a certain cuisine they’re craving. Or, they may not have the ingredients needed to make specific cuisines. For this segment of people, it’s easier and less stressful to simply order out from a restaurant that specializes in that cuisine and have it delivered to their doorstep.
#6. People who have guests coming over for a meal
When people have guests coming over, they often want to make a good impression. This includes serving their guests a delicious meal. Uber Eats can help take some of the pressure off by delivering a meal from a nice restaurant.
This Uber Eats target market segment is looking for convenience and ease, and nothing says ease like having someone else – especially a professional – cook the meal for you. Not to mention, this segment may not have the time to go shopping for all the ingredients and then cook the meal from scratch.
Also, when people have guests over they may want to offer them something new and exotic that they themselves may have no clue how to cook. This is where Uber Eats can help them out, by delivering a meal that will be sure to impress their guests.
#7. Companies ordering food for their employees
Companies will often order food for their employees when there are large meetings or internal events. While it is common to order food from a catering business, an alternative option is to have the food delivered via Uber Eats.
This option can be less expensive and more convenient, as it eliminates the need to coordinate with a catering company, provide them the space they need and make sure they have everything they need to prepare the food. Uber Eats can simply deliver the food directly to the office.
In addition, Uber Eats offers a wide range of options when it comes to cuisine, so companies can order a variety of food to please everyone.
Conclusion
Uber Eats, and food delivery services in general, are quickly becoming a popular option for people who are looking for convenience, ease, and variety when it comes to ordering food.
The Uber Eats target market is people who want convenience and ease when it comes to food. This includes people who don’t have the time to cook, want to watch TV while eating, are craving a specific cuisine, or have guests coming over for a meal.
Companies ordering food for their employees can also benefit from Uber Eats by having a variety of cuisine options delivered right to their offices.
