Uber just introduced a new feature called Explore, this feature allows users to get concert tickets, reserve restaurants, and get discounted rides. This is a very clear attempt from Uber’s end to become more of a lifestyle brand instead of just an app for people to get rides. As Uber shifts into food and grocery delivery, the fact that they were just a taxi broker is slowly moving out of the equation.

From 1st March, Uber users in many North American cities will see a new Explore tab when they open the app. Tapping on it brings up many live events and restaurants they are encouraged to check out. There are also live event recommendations, another integration brought by PredictHQ. Uber is also offering a discount (up to $10) off rides to locations included in Explore.

Uber is enhancing the service they offer, Adib Roumani, product lead for Uber Explore said in a statement that “they built Uber Explore to take customers beyond the ride” This is a great opportunity to enhance the core product, as a lot of people out there are now returning to getting Uber rides to places.