Uber Technologies (NYSE: UBER) recently released a feature called "Explore," which allows users to make dinner reservations, order concert tickets, and book events via the Uber app. The implementation of this feature signifies Uber's desire to transition from a ride-sharing company to one that is more of a lifestyle product.
The Explore option, which was available starting on March 1, contains a variety of different categories from which to choose. Some of them include food and drink, art and culture, nightlife, music and shows, and recommendations based on places that Uber users have been to before. The "ride there now" option permits users to book rides to different places that they bought.
Some of the cities in the United States in which the Uber Explore option will be available are: Atlanta, Chicago, Dallas, Houston, Los Angeles, Memphis, and so on. There will additionally be a collaboration with PredictHQ that will offer recommendations for live events. Uber will provide a discount to those who are in need of rides to these event locations: 15% (up to $10).
Uber views this new Explore feature as a means of adding to the overall Uber product. "We've built Uber Explore to take our customers beyond the ride," Adib Roumani, product lead for Uber Explore, said in a press statement.
Beyond marketing the new Explore feature to riders, Uber is also working on new features to attract more drivers to the platform.
The company recently adjusted its driver pay algorithm in 24 cities to let drivers see a potential ride's destiaon and how much that trip will pay before accepting it, according to CNET. The company is also change the way it pays or short trips to give drivers more incentive to accept them.
"There should be less guess work in gig work -- that's why we are testing new features to give drivers more control and choice, including showing how much they'll make and where they will go on every trip request before they accept it," an Uber representative told CNET. "Our goal is for driver earnings to remain consistent and to keep Uber reliable for riders, but we know these are meaningful changes, so we'll continue to listen to driver feedback throughout the pilot."
All of these changes are meant to attract new drivers and bring back drivers who may have stopped during the pandemic, according to Uber. If successful, the program will roll out to more cities.