Chart of the Week: Can Uber EAT the competition’s lunch?
Earlier this month, Uber EATS announced bold ambitions to expand its food delivery services to 70% of the U.S. population by the end of the year with a focus on suburban areas where its brand (and its parent brand, Uber) are not yet household names. It’s an ambitious goal, especially in such a crowded landscape; rival Postmates already claims to serve 60% of the U.S., while GrubHub is making forays into the lucrative college campus delivery market with its recent acquisition of Tapingo. With this in mind, we took a look at the current ecosystem for leading food delivery services in the U.S.
How does Uber EATS stack up to the competition?
We analyzed four of the most popular online food delivery services (among U.S. adults, ages 18 and over) to understand reach and usage metrics. According to Verto Watch data, GrubHub has the highest market share with 17.2 million unique monthly users, followed by DoorDash at 15.5 million; Uber EATS only has 8.1 million.
That said, Uber EATS racked up 6 sessions per user during September 2018, which indicates that users on Uber EATS may be more likely to place an order with them compared to their two major competitors, GrubHub and DoorDash. While Postmates had more engagement, with seven sessions per user measured across both PC and Smartphone usage, their user base was the smallest at 2.8 million monthly unique users.
We also took a look at exclusive users to understand how many people only use one food delivery app to get a sense of brand loyalty. While the numbers are close, they indicate that GrubHub has the highest brand loyalty with 57% of its 17.2 million monthly users only using that app. Comparatively, Uber EATS’ user base is comprised of 47% exclusive users.