What do you do if a government ordinance decides to shut you down? Take your existing infrastructure and pivot to a new business model. That’s exactly what Uber has done in Barcelona. Two months after the Uber Taxi App was banned in Spain, Uber has launched UberEATS in the Catalan capital of Barcelona.
Taking a page from the playbook of UberFRESH in Los Angeles, the controversial startup is entering a crowded marketing Barcelona in the food delivery space. In order to compete with well-funded incumbents like JustEat and La Navera Roja, UberEATS has partnered with Plateselector to accelerate their menu offering to early users. Barcelona dine-in aficionados can already choose up to 4 plates from a small selection of restaurants and have the food delivered to their door in under 10 minutes.
While the Uber footprint in Barcelona was stamped out before it could reach mass market adoption, the Mobile World Congress arriving in 1o days will deliver 85.000 mobile enthusiasts to the city, most of them fully equipped and ready to order with the mobile app. The trick now, is to make sure they realize that Uber actually means food delivery in Catalan. Bon profit!