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Alliance Hospitality Group: powering growth through partnership
When it comes to problem-solving, 2 heads are often better than 1. That idea sits at the heart of the relationship between Amber Jamal Eckerlund, Director of Marketing at AHG (Alliance Hospitality Group), and Amanda Hayes, Senior Account Manager at Uber Eats.
Since 2019, they’ve worked closely to grow AHG’s brands on Uber Eats—from creating standout digital storefronts to shaping campaigns that make every dollar work harder. Along the way, they’ve also built a partnership rooted in collaboration, curiosity, and a shared love of hospitality.
Delivering across a brand ecosystem
AHG operates at scale across Los Angeles, Phoenix, and Scottsdale, Arizona, with 12 restaurant concepts under its umbrella. Several of those brands offer delivery through Uber Eats, including a number available exclusively on the platform.
That mix of concepts—from fast-casual cafés to elevated dining—means AHG leans into delivery as a core channel to reach a broad and diverse customer base.
Amber has been with AHG for more than a decade. When she joined, the company had a single fast-casual concept, Coral Tree Café, which became 1 of the first restaurants to pilot delivery with Uber Eats in 2013.
Since then, she’s helped shape and scale AHG’s growing portfolio, including Baltaire, Comoncy, Encanto, Flint by Baltaire, Mora Italiano, Sexy Roman, Kauboi, and F/Sixteen.
Amanda joined the partnership in 2019 after taking on restaurant accounts in the Uber Eats Los Angeles territory. AHG was already performing strongly on the platform, and she saw even more opportunity in partnering closely with a marketer who deeply understands each brand.
“Looking at the numbers alone, it was clear that the AHG brands were thriving on the platform. By working with Amber, I knew we could grow them even further. It was really exciting to start working with her personally and bring that to fruition.”
Amanda Hayes, Senior Account Manager, Uber Eats
Turning data into direction
Amanda and Amber’s first phone call set the tone for a partnership that has only grown stronger over time. They quickly realized they share a similar mindset: focused on people, problem-solving, and building community through food.
For Amanda, the partnership goes beyond traditional account management. She acts as a strategic partner to Amber and the AHG team, helping connect performance data with broader business decisions.
That means looking at AHG’s full digital ecosystem—not just Uber Eats, but websites, social channels, online ordering experiences, and other third-party platforms—to make sure everything works together to support the brand.
Amanda also helps turn Uber Eats performance data into clear priorities for AHG. Before each check-in with Amber, she reviews sales, customer behavior, and operational trends across AHG’s portfolio. She also looks across the platform at other high-performing restaurants to identify what’s working well and what AHG can apply to its own brands
“On the restaurant side, we’re very divided between different sales channels and funnels. It’s really helpful to work with someone like Amanda on the account management side who knows the Uber platform so well.”
Amber Jamal Eckerlund, Director of Marketing, AHG
The path to better performance
For a multi-brand portfolio like AHG, there’s no single formula for growth. Amanda and Amber take a flexible approach, focusing on a combination of free and paid opportunities.
Free opportunities
Free opportunities focus on the overall storefront experience and the details customers see when browsing the Uber Eats app. To boost performance, Amanda and Amber typically prioritize the following areas:
→ Discoverability. Use clear, searchable menu tags that reflect how customers browse and search in the app.
→ Photography. Keep hero images fresh and make sure every menu item has an appetizing photo.
→ Menu design. Look for thoughtful ways to encourage larger orders, like adding proteins to salads or offering shareable family-style dishes for groups.
“Part of being a proper partner is seeing what levers we can pull without the brand having to put money into an effort. It’s important to come to the table with multiple options.”
Amanda Hayes
Senior Account Manager, Uber Eats
Paid opportunities
When there’s budget for paid marketing on Uber Eats, Amanda and Amber make every investment count by focusing on:
→ Timing. Campaign performance often depends on timing. Slower periods can be a strong window to increase visibility on Uber Eats, while running promotions during already-strong peak times may deliver less incremental impact.
→ Seasonality. Look for seasonal moments that align with your brand and menu. For example, Mora Italiano might run a Lent seafood special, while Encanto might invest in a Cinco de Mayo campaign.
→ National campaigns. Uber Eats promotes national campaigns across the app and through email, driving spikes in demand. Restaurants can tap into that momentum by participating with a compelling offer.
“Think about your restaurant on Uber Eats as if it’s a secondary restaurant location. Invest in the experience the same way you would for a customer who is walking into a store.”
Amber Jamal Eckerlund
Director of Marketing, AHG
3 ways to grow with Uber Eats
For operators looking to strengthen their third-party delivery strategy, Amber shares 3 simple tips:
1. Understand the platform
Spend time getting to know your dashboards, analytics, and menu tools so you can make the most of Uber Eats.
2. Communicate
Your account manager is there to support your growth. Set up regular check-ins and share what’s working, what isn’t, and where you want to improve.
3. Add a personal touch
Don’t miss small opportunities to bring your brand to life through the delivery experience. Respond to customer reviews on Uber Eats, and look for ways to go above and beyond. AHG brands, for example, often include uplifting handwritten notes in delivery bags.
Above all, Amber advises staying open-minded. When day-to-day demands take over, it’s easy to lose sight of the bigger picture—but that’s often when opportunities are missed. Every conversation with Amanda surfaces new ideas and opens new paths for growth.
“If you keep asking, ‘How can Uber help me?’ you’ll always find that the team will have something to give back. There’s always going to be something you can do to optimize your menu, increase your sales, and reach new customers.”
Amber Jamal Eckerlund
Director of Marketing, AHG
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