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Restaurants

Building Customer Loyalty on Uber Eats

October 18, 2021 / Australia

The COVID-19 pandemic has permanently shifted customer behaviours, increasing customers’ comfort and familiarity with different ways to access the food they love. As people are able to return to their favourite businesses, owners should expect to continue offering digital options to customers and take extra care in building customer loyalty to help their businesses grow.

Here are some ways small business owners can build loyalty with Uber Eats customers.

1. Expanding your offering

Using Pick Up & Delivery to offer multiple options for your customers. 

Customers’ needs change, so ensuring you’re there for them in whatever way they need, whenever they need – can help you retain them and prevent them from switching. For example, when they’re on the couch, they might be more likely to look for your store to order delivery. However, when they’re on the road or walking past your store, they might want to pick up the order themselves. Ensuring your offering is as flexible as possible can help you be there for their every need, helping you build loyalty. 

2. Setting up a loyalty campaign

One of the best ways to keep customers coming back is to reward them for choosing your restaurant over others. Like a virtual punch card, restaurants can set up loyalty programs within Uber Eats that give repeat customers discounts and free items. 

You can set it up based on the best option for your business: letting customers make progress toward the reward that’s order-based (for instance, customers get a reward after 10 orders of $30 or more) or spending-based (for instance, customers get a reward after spending $100).

Order-based loyalty

We recommend 3 or 5 orders minimum. The minimum ticket size should be similar to or slightly higher than your current average.

Spending-based loyalty

The value of the reward should be at least 10% of the customer’s total spending so that the program is compelling. For example, if your program is “Order 5 times with a $10 minimum purchase,” a customer has to spend $50 to earn a reward, so the reward should be at least 10% of $50, or $5.

You can also customise the reward itself, whether it’s a credit to use at your restaurant with Uber Eats or a free menu item customers can redeem. After a customer earns a reward, it can only be applied to a future order at your restaurant location and will expire in 90 days

Restaurants with a loyalty program get more sales—typically up to 10% more.*

3. Responding to Uber Eats customer reviews 

Reviews are another area where restaurants shine on the Uber Eats platform and as such, have the opportunity to create personalised connections with customers.

Customers are prompted to leave ratings (up to 5 stars) and reviews in the Uber Eats app. In the Feedback tab on the Uber Eats Manager app, you can get the full picture of customer sentiment. 

Reviews aren’t as common from in-person diners, so restaurants can take advantage of the opportunity to reinforce a positive experience or resolve a negative one. When a customer leaves a review on the platform, restaurants will get an alert in the Uber Eats Manager app.

Restaurants can respond within 7 days of a customer leaving a rating, review, or question by clicking Reply in the Uber Eats Manager app. In addition to leaving a note in response, restaurants can provide a monetary offer for the customer’s next order. Any appeasement will be saved to the customer’s account and automatically applied when they order from your restaurant again. Individual customer reviews (and the restaurant’s responses) are private—but the average reviews contribute to the overall restaurant rating on the site. 

Consider rewarding customers who leave rave reviews in addition to those who leave a complaint or have an issue with their order. It will help foster the customers’ affinity with your business.

4. Tracking, listening, and learning! 

Lastly, it’s important to track your relationship with customers through the Feedback tab in the Uber Eats Manager app with metrics like: 

  • Overall store rating
  • Menu items rating 
  • Delivery handoff rating 

Customers may tell you they miss an item that may have been removed from the menu, or the price of an item might not meet their expectations. If you see the frequency of a specific comment increase and are in a position to make changes based on this, tell your customers you’ve listened to them! 

You can use an offer and merchant story to promote this to them, in conjunction with promotion on your owned channels.