Courier services that send people to pick up takeout orders are slower and more expensive because they do not partner with restaurants.

When people have the option to choose a more affordable ride, they tend to use the service more frequently, starting with options like Uber X instead of premium services.

We realized that the demand for delivery services was stronger outside city centers, leading us to focus on suburban areas rather than competing in densely populated urban markets.

Over 70% of the United States population lives in areas where restaurants do not deliver, indicating an underserved market.

Listening to customer needs was crucial in shaping our strategy, as we found that suburban areas had higher demand and better unit economics for delivery services.

In the early days of Instacart, I personally fulfilled orders myself, even without a car, leading to deliveries arriving in Uber black cars.

In cities like Boston, Toronto, Chicago, and San Francisco, Uber has expanded its services, including the introduction of Uber X, which is about 30% cheaper than traditional options.

We conducted market research by testing Craigslist listings with delivery options, which showed a significant interest in a more convenient solution.

Riders are getting around town much more efficiently, benefiting from Uber's services.