Hashim Amin, head of grocery and retail for North America at Uber, says the company’s recent partnership with Albertsons is a prime example of how it seeks to redefine the grocery experience.
“When we think about these partnerships, you know, it’s really about building deeper, stickier customer relationships, and really extending the ability for Albertsons to get those framework groceries to their customers as well as new customers as well,” he says.
As for how Amin sees Uber competing against other large grocery delivery offerings, he says he sees the company as more of a “top-up” type of service, where a consumer might need something between trips for a meal or if an unexpected guest comes over.
“That’s where we play that really incremental but key role in getting those things to you for your last-minute needs,” he says. “Usually you have friends coming over or family coming over, and we can get that stuff to you within 30 minutes. And so, that’s why we have such a unique sort of incremental position that we’re able to serve for our merchants and customers.”
As for those consumers hesitant to utilize a delivery service for fresh produce, Amin says Uber has developed technologies to help consumers better convey expectations on the ripeness of avocados, bananas or other produce. He says this is about establishing trust with the consumer, which is critical.
“And trust is really earned through consistency,” he says.
The company also offers a freshness guarantee that if a consumer gets an item from a store that’s not what they want, Uber will replace it, Amin says.
“If you have specified you wanted a specific type of banana or avocado, and we pick it, but it’s not what you were looking for, we’ll make it right,” he says. “[It’s] looking at smarter replacement powered by AI. So, we will learn very quickly that you don’t like that, and we’ll make sure the next time we get as close to what you’re looking for as well.”
Amin says fresh produce plays a key role in Uber’s delivery platform.
“We find that fresh produce is really important because it drives, not only drives trust when you get it right, but it drives repeats,” he says. “Once we can deliver your fresh produce, or whether it’s your seafood or chicken or your barbecue, quickly and reliably, you’ll use us again for those last-minute needs that we serve. So, we put a lot of emphasis and effort into getting a lot of basics right.”
And as far as going head-to-head with Amazon? Amin says he sees Uber’s success in the unique role of being a source for “top-up” shopping, which he says is unique.
“We’re not really competing with the direct sort of stock-up shopping that you’re doing for your week or your month,” he says. “We’re playing that last-minute real convenience need for products that usually tend to be a smaller basket, and so a basket is usually a third or quarter of the size of your weekly shopping as a result.”
