How do you increase the volume of breakfast orders for Uber Eats?

Certainly, I'll address the question of increasing breakfast orders for Uber Eats using the structure and guidelines you've provided. I'll present this as if I'm directly speaking to the interviewer in a product leadership interview.

Introduction

To increase the volume of breakfast orders for Uber Eats, we need to develop a comprehensive growth strategy that addresses user acquisition, retention, and engagement specifically for the breakfast segment. I'll outline a structured approach to tackle this challenge, focusing on understanding our current position, identifying growth opportunities, and implementing targeted strategies to drive breakfast order volume.

Step 1

Clarifying Questions

• Based on the growth challenge described, I assume we're focusing specifically on Uber Eats' breakfast segment. Is that correct, or are we looking at overall order volume with an emphasis on breakfast?

Why it matters: This helps us determine whether to focus exclusively on breakfast-specific strategies or a broader approach with a breakfast emphasis. Expected answer: Yes, focusing specifically on breakfast orders. Impact on approach: Would tailor all strategies to morning routines and breakfast preferences.

• Are we working with any specific growth targets for breakfast orders, such as a percentage increase or absolute number of orders over a given timeframe?

Why it matters: Helps set clear, measurable goals for our growth strategies. Expected answer: Aiming for a 30% increase in breakfast orders over the next quarter. Impact on approach: Would prioritize strategies that can deliver rapid growth in the short term.

• Do we have data on the current breakfast order patterns, such as peak times, popular items, or user demographics?

Why it matters: Informs our understanding of current behavior and helps identify opportunities for improvement. Expected answer: Yes, we have data showing peak times between 7-9 AM and popular items like coffee and bagels. Impact on approach: Would focus on optimizing for peak times and expanding popular item offerings.

• Are there any geographic or market constraints we should be aware of, or is this a global initiative?

Why it matters: Helps tailor strategies to specific markets or plan for scalability. Expected answer: Initially focusing on major urban markets in the US. Impact on approach: Would prioritize strategies that work well in urban environments and consider city-specific partnerships.

• Have there been any recent changes to the Uber Eats platform or breakfast offerings that might impact our growth strategies?

Why it matters: Ensures we're building on the most current version of the product and offerings. Expected answer: Recently introduced a "Breakfast Favorites" section in the app. Impact on approach: Would leverage and optimize this new feature in our growth strategies.