Sauce on the side... forever. Turns out Uber's food delivery app wants a seat at the subscription table — Uber Eats is working on unlimited food delivery for $9.99 a month. “Uber Eats Pass” will waive the typically 15% delivery fee on your evening enchilada ritual, but still require that order minimum. And Uber Eats already cooks up good numbers:
- It makes up 13% of Uber's total revenues (according to the IPO paperwork).
- And while ride-hailing revenue grew 33% for Uber last year, Eats surged 149%.
- Now Uber Eats is the biggest food deliverer on Earth outside of China.
One thing tastes better than this story... It's how it went down. Jane Manchun Wong is a “reverse-engineering specialist”: She looks through code hidden in apps, puts two-and-two together, then tips off TechCrunch with a juicy story. She discovered not-yet-announced images for "free delivery" and the other deets that make up this story.
Subscriptions are all about “guilt” loyalty... Competitors DoorDash and Postmates already have the same monthly commitment passes. But if you're an Uber Eats Pass-er, you'd hate yourself wasting money on delivery fees with other apps. Loyalty leads to habits — And once Uber Eats enables your Monday maki roll routine, Uber could raise prices in the future.