Spec’s grows online alcohol sales with Uber Eats and Uber Direct
A Texas brand with bold ambitions
Family-owned and proudly Texan since 1962, Spec’s Wine, Spirits & Finer Foods is more than a popular alcohol retailer—it’s a household name across the Lone Star State. With over 210 stores and more opening each year, Spec’s is on a mission to grow its digital footprint and become the preeminent Texas-forward brand online.
In Texas, where the state motto is “Friendship,” great customer service and hospitality are a way of life. Carroll B. “Spec” Jackson, the company’s co-founder with his wife Carolynn, took that motto to heart. Whether he was zipping around his store on roller skates to speed up orders or serving po’boy sandwiches to satisfy customers’ cravings, he did whatever he could to keep customers happy. Today, Spec’s carries on that tradition of Southern hospitality in its stores, on its website, and on third-party platforms including Uber Eats. Leading the online ordering experience is Eric Aguirre, Spec’s head of e-commerce, who joined the company in 2023 to help modernize and expand the online business.
Spec’s by the numbers
3.5M
menu views per month on Uber Eats98%
of orders received through Spec’s website within a 10-mile radius of the store delivered at a low flat rate with Uber Direct50%
month-over-month sales growth on the Uber Eats marketplace every month in Q1 2025The digital strategy helping to drive growth for Spec’s
Spec’s lets customers place pickup and delivery orders online in 2 ways: through its own website (using Uber Direct to fulfill deliveries) and through third-party apps, including Uber Eats. This multipronged online strategy is driving real growth. Spec’s joined the Uber Eats platform in 2022. In 2024, it saw double-digit sales increases year over year compared with 2023. Aguirre credits this growth to several things, including the ability to reach new customers on Uber Eats, the convenience of Uber Direct, and overall improvements in store operations due to an increase in the number of SKUs it can offer online. “Since partnering with Uber,” says Aguirre, “sales are up and customers are happier than ever. I think that would make Spec Jackson proud.”
“Uber Eats and Uber Direct fuel our growth by expanding our reach, deepening loyalty, and delivering a better experience to every customer.”
Eric Aguirre, eCommerce Division Manager, Spec's
Better together: Uber Eats and Uber Direct
Using both Uber Eats and Uber Direct has allowed Spec’s to serve a broader audience more efficiently. “Uber Eats helps us find new customers,” Aguirre explains, “and Uber Direct helps us take care of our loyal ones.” In an economy that’s causing customers and the brand to be more cost-conscious, driving growth and managing costs is more important than ever.
Spec’s exclusive relationship with Uber Direct to deliver online orders from SpecsOnline.com means the retailer now has a predictable and more affordable way to get items delivered quickly to its most loyal customers. In fact, 98% of Spec’s delivery orders placed on its own website within a 10-mile radius are fulfilled for a low flat fee using Uber Direct. “Working with Uber Direct has been a big win for loyal customers, our support team, and our operating budget,” says Aguirre. “The experience is smooth, and the tools are familiar and reliable across both Uber Direct and Uber Eats platforms.”
Uber Eats promotional tools help Spec’s drive new sales and customer loyalty
Uber Eats is a reliable source of new customers for Spec's, and seasonal promotions play a big role in that. During annual tentpole events, such as the Super Bowl and Valentine’s Day, Spec's has run a series of seasonal ad campaigns that have delivered better-than-expected results. The Uber Eats NFL playoffs campaign in particular stood out, helping Spec's grow sales in regions where statewide liquor sales were otherwise down. “It was a proof point that our advertising strategy was working,” Aguirre says.
Everyday promotional campaigns on Uber Eats have also been a key driver of Spec's growth. According to Aguirre, 42%-48% of promo orders come from new customers, and 65%-70% of those customers return for a second purchase. “Uber Eats helps us educate people that alcohol delivery is even an option,” Aguirre says. “Once they try it, they tend to come back.”
Another benefit of the Uber Eats platform is access to Uber One members, who have proven to be among the higher-spending customers of Spec’s, accounting for 60% of Uber Eats orders.
Beyond conversion to sale, Aguirre sees Uber Eats as an effective channel for building brand awareness: “Just being in the Uber Eats app is good for business. It’s the modern billboard, reaching a highly targeted audience at the point of purchase.”
More efficient operations help reduce costs and improve scalability
Spec's has made major strides on the operational side, too. An initiative led by the store team to improve courier signage in stores, along with improved in-app pickup instructions, has reduced courier wait times by more than 30%. CSAT (customer satisfaction) scores have improved as well, thanks in part to better substitution capabilities and a dedicated internal support team that handles more than 1500 monthly inbounds from customers and staff.
Spec’s SKUs on the Uber Eats app have grown from 10,000 to more than 30,000, which helps reduce invoice mismatches and make reconciliation easier. New tools for item merchandising are helping Spec's maintain accuracy while providing more options when ordering.
What’s next: scaling success online
With its sights set on driving even more growth in 2025, Spec's is currently testing expanded online ordering hours at 15 stores. The company is also gearing up for additional seasonal ad campaigns that can help boost the brand’s visibility online. “More than ever, we see Uber as an important partner in helping us achieve our goals online,” says Aguirre, “and we look forward to seeing the relationship work even harder for our customers and our business.”
As a Texas-forward brand that treats customers like old friends—always ready with a warm welcome and a well-stocked bar—Spec’s can now deliver a top-shelf experience to every doorstep in true Southern style while fulfilling its mission: keeping everyone in good spirits by offering an inviting, fun place where all are welcome, important, and appreciated.
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