Why Uber Eats had to ‘do something’ to evolve beyond takeaway delivery
Mumbrella’s Kalila Welch recently spoke with Uber Eats marketers Andy Morley and Channa Goonasekara, and with Special Group strategist Celia Garforth to discuss the long journey Uber and its creative partners undertook to reposition the business for a new age of delivery, and the underlying confidence the team held that the risk would pay off.
Uber Eats last week made its first major departure from its five-year running “Tonight I’ll Be Eating” (TIBE) tagline, launching with a new brand platform that the food (and grocery and alcohol) delivery service hopes will drive home the message of its expanded offering to Australian consumers.
Despite the success of TIBE, as Uber Eats ANZ director of marketing Andy Morley says, the delivery platform knew it needed to “do something” to evolve its platform as it ushered in the new age of delivery beyond the takeaway category
