Uber Eats: The Grey Wiggle

Uber Eats, the food delivery service, unlocked a new growth audience and contributed to long-term brand building in Australia.

Executive Summary

After five meteoric years building a brand for young professionals, Uber Eats needed to find new sources of growth: suburban families, an audience with which the brand historically under-indexed.

Strategy was pivotal in unlocking 'families' by digging into behavioural data and the dynamics of takeaway night. The insight that parents care more about enjoying the shared occasion than the meal itself inspired its celebration as a moment when even the most dysfunctional households come together over food.

Problem / Opportunity

A category all grown up

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Insights Team
Bray Leino

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