Dive Brief:
- Uber and Toast have entered a multi-year strategic global partnership that will focus on “product innovation and go-to-market initiatives,” the companies said in a joint press release Monday.
- The partnership will begin in the U.S. and Canada, with deeper integrations to help restaurants improve their online ordering operations, improve guests' experiences and boost sales. The two companies will also create offers, advertising integrations and other new tools that will help restaurants retain existing guests while gaining new ones.
- Toast and Uber have worked together since 2021, when the two delivery firms partnered to integrate orders through the Uber Eats app. They expanded their partnership in 2024 by integrating Toast Delivery Services and Uber Direct.
Dive Insight:
With combined initiatives, the two companies also expect to grow their shared customer base by offering ways for operators to increase revenue with tools that can boost first- and third-party ordering channels.
Toast will also make Uber its preferred food delivery marketplace for Toast restaurants globally. Toast and Uber will implement delivery integrations with Uber Eats, Uber Direct and Toast Delivery Services in Canada and complete an Uber Eats integration in Ireland and the United Kingdom.
As part of the integration, Toast merchants can use the platform to run and manage promotion and local ads on Uber Eats. That tool will roll out next year, according to the press release.
Third-party aggregators have increasingly partnered with outside companies to reach not only more restaurants, but also expand their delivery bases. Uber Eats partnered with OpenTable earlier this year, giving customers the option to find deals, book reservations and plan rides through an integrated Dine Out tab. DoorDash bought SevenRooms and began rolling out new integrations, like booking reservations, this year. Grubhub has also partnered with Amazon and Instacart in recent years.
