Uber Eats has marked its second birthday by unveiling a new look and redesign of its platform and app which gives it a more distinct identity from the wider Uber group.
Uber said the rebrand “celebrates the endless possibilities of food with more colour and shapes”.
The new logo is more green, with the ‘Eats’ much more prominent, with the fork ditched to reflect the more global audience.
The refresh comes as the wider business continues to deal with a barrage of scandals, the latest being a massive unreported data breach.
Mark McCulloch, a branding and marketing expert from We Are Spectacular, said the rebrand made Uber Eats a more serious rival to Deliveroo and Just Eat.
He said: “The original Uber Eats branding felt like a quick solution, too dark, male and tech looking. It was playing second fiddle to other in the market as an add on service rather than a customer centric one.
“This feels like a reboot and it is a step away from the mother brand with Eats playing front and centre in an attractive way. The other shape devices are interesting and it will be good to see how these evolve over time.
“This identity feels fresh and has great stand out on the phone screen. The green also plays to the healthier side of food as lead subliminal message.”
He added: “I just wish they delivered to my house. They stop 10 doors away!”
Starting out delivering cold-pressed juice in Toronto two years ago, the group now works with 80,000 restaurants, in 200 cities and 30 countries.
Jeanette Mellinger, head of Uber Eats user experience research, said the most popular dish in Europe was Mexican burritos, while in the US and Canada is Chinese food.
She said: “We’ve learned a lot along the way about everything from cuisine preferences to everyday food needs. While meals can define some of the most special moments of our lives, the daily hassle of getting a good meal when you’re pressed for time has made delivery into a global trend. Around the world, people are ordering enough burgers to fill every seat at all professional football stadiums 21 times over.”