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How Uber Eats works for restaurant partners? 

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Customer Order

On the Uber Eats App, customers discover your restaurant and places an order

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You Prepare

Your restaurant receives the order to start
prepping the meal. 
 

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Delivery partners arrive

The Delivery People on the Uber Eats Platform will pick up the order from your restaurant to deliver it to the customer.

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Introduction:

The Uber Eats $30 off first order promotion program is developed to provide both old and new customers an incentive to engage their selected restaurant by making a delivery-order on Uber Eats.  

Problem

Even though knowledge of English or French is one of the selection criteria for immigrants admitted to Canada, the language barrier remains a huge issue amongst those living in this country. Written only in English and French, these $30 off first order promotional coupons are distributed in restaurant communities whose patrons are primarily Non-English/French speaking immigrants.   

 
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Challenge

While the current 10cm x 7cm coupon is perfectly made to promote a great $30 dollars off first order with Uber Eats, how might we alter the coupons to better communicate with the aforementioned target customer base in order to drive customer-business engagement and increase delivery order sales?  

Why? 

Over an in-person interview with the store owner who has been known as the "Big Friendly Boss" of his restaurant, Yu Hin remarks that he is not particularly pleased about the promotional material that he was offered by Uber Eats. While his command of English is strong enough from years of customer service, his clients' English isn't. This makes Yu Hin frustrated when he is repeatedly asked to clarify Uber Eats promotional material for his customers, which is often written in English or French, but never in Chinese. The eye-catching coupons are conspicuously placed near the entrance. However, they are often ignored, a scenario that Big Friendly Boss finds baffling. In the end, the material goes to waste once the coupon is expired.

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Design 

The current coupon dimensions are perfect in size, most likely designed to be fitted in a wallet. In terms of content hierarchy, the discounted amount of $30 dollars is accented by the Uber Eats Green inside a circle against a black canvas. Also emphasized with the same color treatment is the discount code " F I R S T E A T S 3 0 ," which is above the fine print which outlines rules and restrictions. At the top biggest in size reads "Uber Eats."  

Outcome

In order to obey the Uber Eats design and maintain the same brand identity that Uber tries to convey to their customers, the coupon was translated into Chinese and printed with the same black, glossy paperboard material without major aesthetic alterations. That way, Yu Hin our beloved "Friendly Boss" no longer had to repeat himself over these coupons. Correspondingly, his store delivery sales increased by 15% as customers could now easily "read" and "understand" the great discount from using Uber Eats.  Also, customers no longer had to "double-back" into the dinning area to ask for the meaning of the coupons from the entrance where the coupons are placed. 

Learnings

Seldom discussed, but language is often forgotten as a factor that enables us to better communicate and understand each other as fellow human beings. Why are apps often available in English, but never available in more languages to promote inclusivity? Similarly, how come promotional materials are only available in English and French? If companies, like Uber, can reevaluate the power of language diversity and create content that is "language-tailored," who knows how that may positively change the landscape of advertising and copywriting?   

Future Direction

In the future, in order to reduce waste and maximize the effectiveness of advertising campaigns, is it possible to address the issue of our linguistic differences by including a QR code that redirects an audience to language appropriate materials of the customer's choice? Would this "attention to language details" help customers establish a deeper emotional connection with Uber when ads are written not just in English or French, but also in select mother-tongue languages that are chosen to win the hearts of target audiences?