LTC 392-2021 Uber Eats Partnership ResultsMIAMI BEACH
OFFICE OF THE CITY MANAGER
NO. LTC # 392-2021
TO:
FROM: Alina T. Hudak, City Man
DA TE: September 15, 2021
SUBJECT: Uber Eats Partnership Results
LETTER TO COMMISSION
mbers of the City Commission
The purpose of this Letter to Commission ("L TC") is to provide the Mayor and City
Commission with information regarding the results of the recent partnership between the
City of Miami Beach and Uber Eats.
Background
On February 10, 2021, the
City Commission adopted
Resolution No. 2021-
31573, accepting the
recommendation of the
Neighborhood and Quality
of Life Committee and
authorizing the City
Manager to negotiate an
agreement with Uber Eats
to provide economic relief
and marketing support to
Miami Beach restaurants
in relation to third-party
delivery fees incurred by
consumers.
The Administration
negotiated the agreement
resulting in a partnership
for a 6-week promotional
campaign that ran from MIAMIBEACHJuly 1, 2021 through
August 14, 2021. The
promotional period was strategically scheduled to begin after the high season to provide
restaurant businesses with sustained support during weeks with traditionally lower activity.
By waiving certain consumer delivery fees, in addition to other promotions, the agreement
benefited both Miami Beach restaurants and residents. The partnership also included a
joint marketing campaign between Uber Eats and the City to promote the program via
various digital media channels. Details of the partnership agreement are more fully
described below:
• Benefits to Miami Beach Uber Eats application users and Miami Beach
(Independent/Small Business) Restaurants:
o Uber Eats made available and funded a $0 Delivery Fee promotion for
orders on the Uber Eats app from Miami Beach (independent/small
business) restaurants to customers located in the City of Miami Beach .
o Uber Eats offered users located in the Miami Beach area a complimentary
one-month trial (valued at $9.99/month) of the Uber Eats Pass subscription
program, which included $0 Delivery Fee and 5% discounts on all eligible
orders.
o Uber made available via promotional code and funded, a new user
promotion of up to $10 off first order on the Uber Eats app when ordering
from a Miami Beach restaurant.
o Uber discounted the Marketplace Fee to $0 for all restaurant Pickup orders.
This included credit card processing fees .
o Uber discounted the Marketplace Fee to $0 on orders where the
restaurants fulfilled the delivery using their own delivery person .
o Uber discounted activation fees to 0% for new restaurants joining Uber
Eats (and that were also eligible to participate in the promotion with City)
o Uber discounted the restaurant fees associated with online ordering to $0
( orders processed through a restaurant's website by Uber Eats).
Update
The partnership was a resounding success with Uber Eats providing a $91,000 in-kind
contribution to cover waived delivery fees to customers, an additional $23,600 in waived
fees for pickup orders, and about $5,800 in waived fees for restaurants fulfilling deliveries
with their own delivery person . The data for the promotional period reflected an overall
11.55% increase in trips (including deliveries via pedestrian, bicycle, scooter, and car)
month over month from June to July versus a 6% increase in the City of Miami, which did
not have a similar campaign implemented at the time.
Miami Beach restaurant sales increased by 15.82% month over month from June to
July versus an 8 .31 % increase in the City of Miami. Miami Beach restaurants overall
experienced up to a 56.91 % increase in trip growth as a result of these promotional
efforts. The best performing restaurants in terms of trip increases month over month are
as follows :
• Chicken Kitchen 2 .01%
• Pura Vida 6.05%
• Sriracha House 6.44%
• Lucali 7.96%
• Thai House 11.11%
• Bodega Taqueria y Tequila 16.20%
• Hiro 's Sushi Express 20.74%
• Iron Sushi 21.46%
• Mister 01 34 .15%
• Cheeseburger Baby 56.91%
Any questions about the foregoing may be directed to Rickelle Williams, Economic
Development Director, rickellewilliams@ miamibeachfl.gov.