“These markets are particularly important to us, as 40 percent of Uber Eats customers in these areas are part of smaller towns,” said Kiran Vinta, head of launch and expansion at Uber Eats U.S.
Starting this year, the company introduced a “self-signup” option, letting restaurants apply for consideration to be added to the network. Uber Eats also reaches out to restaurants to include them.
Uber’s popular rideshare service helps establish a foundation upon which the food delivery can grow, Vinta said. Many Uber drivers drive for both services, he said.
“Restaurants in general want new customers, so as they come to us they want to be able to tap into the large userbase we have and the marketing power of our app,” Vinta said.
Uber Eats was founded in 2014.