Food & Beverage Reporter August 2018

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DISRUPTORS CONVENIENCE RULES IN THE UBERVERSE By Bruce Cohen First they disrupted the global taxi industry with a compelling proposition that combined cheaper rides and convenience with none of the stress of having to negotiate fares. Then they took aim at the food delivery sector, and South African consumers – just like their counterparts across the world – have taken to Uber Eats like a duck to water. Uber Eats’ SA business is headed by Ailyssa Pretorius, a dynamic chartered accountant from Durban who started her career in the food industry at Mars Inc. We spoke to her about the company’s mission and plans for the local market. Uber Eats, like Uber itself, is at the forefront of disruption: initially reshaping journeys and now reshaping mealtimes. How does it look from your vantage point: a food revolution in the making, or a more gradual shift in lifestyles away from the kitchen? We believe a true shift has begun. Delivery is a fast-growing business around the globe because organising meals can be a hassle. I’m not talking about a special family function or an anniversary date with your partner, but your average weekday dinner or daily lunch rush. The hassle of getting a good meal when pressed for time has turned delivery into a global trend. How does SA compare to your other international markets? Are we in line, ahead or behind? While we were later to the market here, over the past two years our business has grown at a rapid pace (see fast facts on Page 16) and it's clear that the South African consumer has adopted the global trend of using Pretorius ... driving Uber Eats’ business in SA. delivery as a viable option to fulfil their daily food needs. We have also committed to invest in expanding our footprint across the region, targeting countries where we have a strong ridesharing business and the ability to disrupt the market with a better product that answers latent consumer demand. We recently expanded into Kenya where there is a huge appetite for the ease and convenience of food delivery at the push of a button. Although we have some way to go, we are confident we have the technology and footprint to attract the biggest and best restaurant partners, and grow to be the app of choice in the region. Much has been made of Millennials being the key drivers of convenience-rich services like Uber Eats. But is that really true? Is your customer base mainly in the mid-20s? Or is this convenience phenomenon much broader in its demographic appeal? Convenience has no age. South Africans across the age spectrum have embraced the convenience of Uber Eats to get food delivered for all occasions in any location. Whether customers are looking for a protein-packed dinner, a specific dish, trying something new, or really need to stay on budget, Uber Eats helps meet people’s practical eating needs. It's not just for a onceoff occasion, it’s becoming part of their weekly meal plans. If people are spending less time in the kitchen, then they must be spending less time in the supermarket. What does this mean for the food industry? Is it being “hospitalised” by Uber Eats and the hospitality sector? What sort of impact do you foresee? People still love to go to restaurants and shop for groceries. There are times, however, when consumers are short of time and don't feel like going out … that’s when Uber Eats comes in. And we know there is significant opportunity in the cities we are in for food delivery. Uber Eats has triggered a new business phenomenon: virtual restaurants that sell only via platforms To Page 16 14 AUGUST <strong>2018</strong> | FOOD & BEVERAGE REPORTER www.fbreporter.co.za
www.fbreporter.co.za FOOD & BEVERAGE REPORTER | AUGUST <strong>2018</strong> 15
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Food & Beverage Reporter August 2018

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