UBER EATS 101: the essential guide for restaurants
Uber Eats is one of the world’s most popular and best known online food ordering and delivery platforms, active in hundreds of cities across the globe. Here’s all you need to know if you are thinking about signing up your restaurant with this delivery aggregator.
How it works
Restaurants that are listed on the Uber Eats platform only have to prepare the meals - everything else is taken care of by Uber Eats. It’s really simple: a customer orders from your restaurant through the Uber Eats app, your restaurant accepts and prepares the order, and Uber delivery couriers pick up the order and deliver it to the customer.
Registering and setup
In order to get started with Uber Eats, these are the steps you’ll have to follow:
Head to Ubereats.com and click “Add your restaurant” in the footer section
Fill in the form with your restaurant’s info: name, address, number of locations, type of cuisine,...
Wait until Uber Eats contacts you to confirm your partnership
You receive an Uber Eats platform starter kit which includes a tablet with the online ordering software, Uber Eats delivery bags and signage
You get an onboarding session to guide you through the software and the platform
Uber Eats provides all the ordering, delivery and payment logistics
Your restaurant listing goes live and you can start receiving orders on Uber Eats
Depending on the number of locations you have and the average number of online orders you do, you may become an Uber Eats restaurant partner in just a few days.
Fees and payments
Uber Eats charges restaurants a commission fee on each order. The commission percentage a restaurant pays can vary based on its contract, number of locations and/or region, among other things.
You’ll also have to pay a one-time activation fee that covers the welcome kit, tablet with ordering software and photography for the platform. Additionally, Uber charges a service fee to help cover the costs of support, marketing, credit card fees, etc.
So when do restaurants get paid for their fulfilled online orders? Uber Eats pays partner restaurants weekly via a direct deposit into their bank account. If an order gets cancelled, you will still be paid for it, provided you had already prepared the meal.
Fast prep times and short courier wait times - and so, in short, faster delivery times - will boost your in-app ranking. Delivery time is a key factor in ordering online, and performing well in this area will help you score better with customers and Uber Eats alike.
Improve your conversion rate
You could have a lot of page views on the Uber Eats delivery platform but not many orders, resulting in a low conversion rate. Curating and optimizing your online menu is crucial to make sure your lookers are converted into bookers! Add clear menu item descriptions and attractive photos, and verify if your prices are reasonable compared to your competitors and in-store prices. If a menu item isn’t landing well, remove it or replace it with another dish.
Streamline your operations
Other ranking metrics that are often used in third-party food delivery apps are your acceptance rate, cancellation rate and average order accuracy. It’s important to accept orders as quickly as possible, avoid cancelling orders and ensure you don’t make any mistakes or forget to add menu items. A top performance will lead to better customer ratings and a higher ranking on Uber Eats.
Uber Eats also has a “Top Picks” or “Featured” carousel, which is often broken down into several categories, like “Recommended Dishes”, “Popular Near You”, “When You’re Hungry Now”,... Being featured in one of these sections is a quick win to increase your restaurant’s visibility. While only Uber Eats knows which metrics exactly are used to determine which restaurants are picked, we imagine it is a mix of the ones mentioned above.
Offer a promotion
Uber Eats also has a special deals section, which is usually the first one you see when you open the app or site. You can offer a range of promotions, such as:
- Buy one, get one free (often abbreviated as BOGOF) - $5 / €5 off your first order - Free delivery for orders over $25 / €25 - Free drink with orders over $20 / €20 - …
Of course, any restaurant can decide to offer a special deal, so it is still essential to convince the consumer with an optimized restaurant page and menu.
Uber Eats supports integrations with numerous point-of-sale (POS) systems, so restaurants can connect their Uber Eats channel to their POS. This can save your restaurant a lot of time, resources and money, as it becomes possible to automatically accept online orders from Uber Eats, and send them directly to your POS system. This requires no “human intervention”, which means your floor staff can focus on serving in-house eaters instead of having to follow up on incoming delivery orders.
Additional benefits include easy menu management - especially with a platform like Deliverect - where you are able to sync your POS menus with Uber Eats. The POS connection also enables restaurants to do real-time inventory syncing: each order that is accepted on Uber Eats is pushed to your point-of-sale system, which then automatically recalculates stock.
Advantages and drawbacks
As with all third-party food delivery services, signing up with Uber Eats has both pros and cons.
Uber Eats offers resources and experience restaurants may just not have, as well as secure payment options, a network of riders, bike couriers and walkers. Being listed on the Uber Eats platform will result in improved visibility for your restaurant. You’ll be able to reach new audiences and markets, without having to invest in marketing yourself.
However, with a monthly commission and service fee that is quite high, each restaurant needs to evaluate whether offering delivery through Uber Eats is feasible, given its profit margins.
March 29, 2020by Karolien Odou
Content marketer at Deliverect and fulltime carnivore
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