Uber Eats Pro: Loyalty Program

COME for the earnings, stay for the Perks

At the beginning of year, the rides business launched a professional loyalty program for high quality drivers on our driving platform. The program was received with much appreciation and aplomb, and had those of us leading the experience for our delivery partners question:

How might we develop a loyalty program for our dedicated couriers?

We knew we would be able to capitalize on much of what had been developed by our partners in the rides business, but we also knew the needs and motivations for couriers, especially ones only doing deliveries, were different than those of our drivers.

ROLE

Design leader

TEAM Deliverables

Final Content + Design

What moves you?

We started where all Uber Eats projects start: data, segmentation, and a brainstorming workshop. Working closely with our research team we determined the primary make-up of our domestic couriers and came up with four major groups:

College Students
Entrepreneurs
Between Opportunities
Life Long Learners

We then brainstormed about what motivates each of these groups. How might we enhance the value of accepting jobs on our platform vs. a competitor? How could we create perks that are “worth it”?

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SPOILER ALErt, People lIke Free food

We discovered that one of our key differentiators could be free food. After months of business development work with Enterprise clients on our platform like Subway and McDonalds, we were able to launch Daily Treats.

The perk was so successful, and so often utilized, our partners in the rides business began to explore how they could integrate Daily Treats into their Uber Pro program.

UBer EATS Launches UBER Eats Pro

After several months of work differentiating and revamping the professional loyalty program, Uber Eats Pro began piloting in select cities in early in 2019 and is slowly being rolled out domestically.

Currently the sleeper hit of the program is Daily Treats, garnishing hundreds of redemptions a day, and increasing courier supply hours in every tier overall. Definitely a win-win.