In a move to lure more users and boost engagement, Uber Eats is launching a new feature: a TikTok-like video feed. This feature will allow restaurants to showcase their most delectable dishes through short, engaging videos, not unlike the popular social media platform TikTok.

Similar to TikTok, users will be able to swipe through these short video clips featuring mouthwatering dishes being prepared by the chefs, close-up shots of the final product, or even glimpses into the vibrant restaurant kitchens.

This innovative feature is designed to address a common woe for many users – the struggle to discover new and exciting places to eat. Scrolling through endless menus and photos can be a daunting task, and Uber Eats is hoping that these short, engaging videos will cut through the noise and capture users’ attention, ultimately leading them to try new dishes and restaurants.

Early data from Uber Eats suggests that this new feature is a hit. Users who have been exposed to the video feed are reportedly more likely to place orders for new items compared to those who haven’t. While the videos might seem like a form of advertising, Uber Eats assures users that these video clips are not paid advertisements, and restaurants aren’t being charged for the opportunity to showcase their culinary creations.

Overall, the launch of the TikTok-like video feed is a strategic move by Uber Eats to boost user engagement and discovery within the app. By allowing restaurants to showcase their food in a more dynamic and visually appealing way, Uber Eats hopes to not only introduce users to new restaurants but also encourage them to step outside their culinary comfort zones and try new dishes.