Harris Farm delivers grocery goodness with Uber Eats and Uber Direct

For over 50 years, the Harris family has been steadfast in their commitment to “greater goodness.” But without the right partners to get that goodness to customers quickly and conveniently, their produce—and their vision—risk wilting on the vine. We spoke with Mitch Grave, Marketing and E-commerce Manager, to learn how Uber Eats and Uber Direct help Harris Farm deliver nature’s best to its customers, just like David and Cathy envisioned.

Uber has proven to be a valuable partner for Harris Farm, and the feeling is mutual. The Uber Direct implementation was, in Grave’s words, “seamless,” allowing Harris Farm to get up and running quickly. Grave also appreciates how Uber Direct has evolved over the past year, enhancing the consumer experience and its merchant capabilities. “Where Uber Direct was 12 months ago is significantly different to where they are today,” Grave says. His favorite feature is Uber’s text alerts that provide updates on the order status, from packing to delivery. After seeing just what Uber can do, Harris Farm knew it wanted to expand the partnership further and continue to optimize the delivery experience for its loyal customers.

Building on the success of its Uber Direct experience, Harris Farm launched on the Uber Eats app in late 2023. At first, the company worried that Uber Eats might cannibalize online orders from its own website. But this hasn’t been the case. In fact, Uber Eats is helping Harris Farm attract a new type of customer and incremental orders. A side-by-side test in its Bondi store helped the grocer confirm this suspicion. “Uber Eats brings us a different customer, or at least a different order type,” Grave says. “Uber Eats orders tend to be a smaller basket size with more snacks and last-minute meal items, and order volume tends to pick up in the evening around dinner or for a weekend brekkie,” Grave adds. While the size of Uber Eats orders is smaller than the orders that Harris Farm receives on its own website, the chain values the ability to attract and serve new customers who might not otherwise order online from its stores.

Uber Eats has also helped Harris Farm cost-effectively boost its visibility and attract new customers through seasonal offers around holidays like Mother's Day and Valentine's Day. With collaborative support from the Uber Eats team, Harris Farm can now plan and execute promotional campaigns that increase sales and improve brand visibility. Uber Eats’ simple yet powerful marketing tools, such as targeted ads and offers, allow Harris Farm to reach specific demographics and customer segments effectively. Overall, Harris Farm is delighted with how responsive and proactive the Uber team has been, from implementation and reports to marketing, in-app promotions, and beyond.