Uber diversifies to sustain business and workforce amid crisis

Amid the global pandemic that has derailed “the normal”, ride-hailing app Uber has rightfully converted challenge into an opportunity. This new initiative, called “Uber Direct” is not only likely to help the business survive, but also is helping the community on its way. The erstwhile passenger carrying app, has now tapped into delivering groceries, over-the-counter medication and essentials from retailers.

With several countries on lock down, experiencing social distancing and government mandated restriction on movement, Uber Direct aims to become a respite for those in need, one country at a time, one person at a time, and one retailer at a time. In a statement released to the media, Uber said, “We've heard from retailers and manufacturers around the world looking to introduce delivery through Uber, as an operationally efficient way to reach their customers or manage internal delivery needs." further adding, "Shoppers can now place orders from select retailers and get their items delivered right to their doorstep - without contact."

Going beyond groceries, in New York the new Uber service is working with retail startup Cabinet to deliver over-counter medicines, in Australia it is working with pet supply retailers and in Portugal, Uber Direct is partnering with the country’s postal service to deliver parcels. Partnering with Bill and Melinda Gates Foundation, Uber has already delivered medication to nearly 25,000 individuals in South Africa.

With widespread social distancing and restrictions on movement, Uber has taken a significant hit to its revenues. To overcome the losses, Uber Direct comes at the right time to enable the company to pull through. In addition to Uber Direct, the company has also launched Uber Connect to deliver packages and parcels to family and friends in the same city, available in over 25 cities across the US, Mexico and Australia.

As companies struggle to strike a balance between people and business and do right by both, such agile thinking goes to show that there are alternatives to mass lay-offs, furlough and winding up business. The nature of every business, the industry it is a part of, the consumers it serves, and the ways of functioning, all differ from one organization to another. While there are avenues for some companies to diversify, it might not be a feasible option for another. However, what is needed is not a one size fits all approach. What’s needed is a shift in approach, mindset, attitude and an unfettered will to see through the obstacles and recognize opportunities.

To find out what works with you, get your team together, identify pain points, brainstorm solutions, or in other words, lead with a design thinking approach. Be agile, be innovative, keep an open mind to experiment, fail fast, learn and apply. Here are some articles that you can read to guide you in your endeavors to keep the business afloat and people onboard:

Keeping cost in check and employees on the payroll amid COVID-19

Managing talent in times of crisis

Leadership in the time of pandemic

How companies are helping employees in response to COVID-19

Image credits: cnet.com