Uber Eats Australia: Tonight, I’ll be eating...

Online food delivery brand Uber Eats became number-one in the category in Australia with a long-running campaign based on the phrase “Tonight, I’ll be eating...”.

Executive Summary

"Without the long-term brand building that's been done through this campaign, we wouldn't have a business." (Uber APAC CMO)

In just five years, Uber Eats Australia has gone from fourth-to-market start-up bet inside parent-business Uber (known for rideshare), to the most valuable brand in a new, ubiquitous online food delivery (OFD) category with majority market-share. In the process garnering whole-of-organisation commitment to long-term brand marketing as a critical component of value-creation from an unlikely place - a tech company.

Ruthlessly consistent investment in a single, culturally salient brand idea and catchphrase over 5+ years was pivotal to this...

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Insights Team
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