Uber is getting ready to expand its food delivery business into seven more European countries as it looks to grow in the region.
Expansion across Europe
Uber plans to launch its delivery service in the Czech Republic, Greece, Romania, Austria, Denmark, Finland, and Norway. Reuters says this is one of Uber’s biggest regional expansions in recent years.
The goal is to help Uber compete more strongly in Europe’s busy food delivery market, where many established companies already operate in several countries.
The expansion could bring in about $1 billion in extra gross bookings over the next three years.
Targeting growth and competition
Susan Anderson, Uber’s global head of delivery, wants to raise standards and offer better value as it moves into new markets.
The Financial Times reported that Uber plans to challenge existing companies by using its large ride-hailing customer base and membership programs, which let it offer different services together.
The planned expansion will also put Uber in direct competition with other major food delivery platforms in Europe, including some backed by global companies. In a report by News Asia, the rollout comes as technology companies intensify efforts to capture a larger share of the food-delivery market, which has seen sustained growth across Europe.
The expansion follows other recent delivery-focused moves by Uber. The company has also agreed to acquire Getir’s delivery arm, further expanding its footprint in the region.
Uber’s share in key European markets has grown in recent years, helped by its ability to offer both transportation and delivery on a single platform.
Strategic push into new markets
These new launches are part of Uber’s bigger effort to grow its delivery business as it competes with other companies in the region and around the world. Uber is focusing on markets where it can expand and attract more users.
Uber has not made any public comments about the expansion plan, but the reported strategy shows the company is still investing in food delivery as a key area for growth.
