In certain markets, the Uber app now features Uber Eats front and center. The company has now begun rolling out a web view of Uber Eats that's accessible directly from within the main Uber app.

A tipster informed TechCrunch about the change, and the publication was able to confirm that Uber is indeed merging a functional web version of Uber Eats into its main ride-hailing portal. The company began rolling out a pilot of this merged app as early as late April. Even still, it appears Uber Eats will be available as a standalone app.

Uber Puts Uber Eats Front And Center

In its earnings call last month, Uber CEO Dara Khosrowshahi said somewhat cryptically that the company was exploring methods of upselling ride customers to Eats deals in a ways that won't annoy them.

"I will tell you that we are very, very early in the stages of exploring the many, many ways in which our Ride business can help continue to build our Eats business and vice versa by the way . . . I don't want to give away too much," the CEO said at the time.

By putting Eats front and center, Uber could sharpen its customer acquisition retention on single-product competitors such as Lyft or DoorDash, while allowing it to keep up with the likes of Careem and Bolt. It might also lure customers to more readily try the service without having to download a separate app just to order some grub.

Uber Eats Usage

Ultimately, though, Uber hopes this experiment can increase usage across both services. With Eats now more accessible to Uber riders, it could convert those who don't regularly use the standalone Eats app. Moreover, by foisting Eats upon the main Uber app, those who don't usually use Uber might choose to download the main app in case they need a ride in the future.

"This cross-promotion gives riders who are new to Eats a seamless way to order a meal via a webview instead of opening up the App Store for download," said a spokesperson for Uber.

iOS users can now download this merged app. It's also available now for Android users, but not all. The goal, according to Uber, is to roll out this app to all users soon. In any case, it's now out in all cities where Uber doesn't offer bike and scooter rides.

Do you appreciate Uber putting Eats into its main app? As always, if you have anything to share, feel free to sound them off in the comments section below!