Uber Eats diversifies beyond restaurants as consumer behaviour shifts 

Lola Kassim, Head of Uber Eats for Canada, joins BNN Bloomberg to discuss the company's presence in Canada and their plans for the future.

Uber Eats Canada is diversifying its platform in response to consumer behaviour changing

The company says it is shifting its focus beyond traditional takeout to provide products Canadian consumers need most.

“People are still ordering their breakfast, lunch, and dinner, but we’ve been able to expand to meet consumers’ needs to have just about anything delivered on demand,” Lola Kassim, senior director and general manager of Uber Eats Canada, told BNN Bloomberg in an interview. “Whether that’s groceries, pet food, alcohol, or even cannabis, which we now deliver safely and reliably.”

Since its initial 2015 launch in Toronto, Uber Eats has seen massive growth, now operating in 400 Canadian cities, and Kassim says the company reaches 85 per cent of the Canadian population.

“A key piece for us in making sure that we’re distinctive and differentiating ourselves is ensuring that we’re available for as many Canadians as we can be, coast to coast,” she said

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The expansion is part of a broader transition and Kassim says Uber Eats has evolved from a “luxury” occasional service into a daily convenience utility, particularly for busy Canadians.

”It’s just become ingrained in people’s habits,” Kassim said.

Uber recently surpassed one billion deliveries worldwide, with operations spanning 11,000 cities, and Kassim highlighted the importance of meeting the needs of delivery service couriers.

“We have to ensure our delivery people are earning fair and sustainable earnings,” she said. “We want to make sure that they’re able to have flexible ways to earn money, especially as the cost of living remains a concern.”

To address affordability challenges for the end consumer, Uber Eats says it is leaning heavily into value-driven features. The company says it frequently collaborates with partners on “Buy One, Get One” (BOGO) promotions and is aggressively promoting its Uber One membership.

“People are looking for value, which is something that we’ve been really leaning into, especially with our restaurant partners and our other merchants,” Kassim said.

The company says it plans to leverage the potential of artificial intelligence to enhance its services.

“We’re going to continue leaning into AI to provide a better consumer experience, whether it’s how you order in the app, whether it’s how you order with other AI services you use, and also the customer support that we’re able to provide,” said Kassim.