Merchant Value Framework
Uber Eats teams were inundated with redundant tools and overlapping initiatives. Without a specific segment to anchor focus, we found ourselves reacting to feature requests rather than proactively guiding merchants toward success.
Merchants lacked clear signals on how to succeed on the platform, and Eaters lacked visibility into which restaurants provided high-quality, reliable experiences.
The Problem
Competitors like DoorDash and Deliveroo had more cohesive frameworks. Our merchant quality management was historically fragmented across local operations, creating challenges in delivering a consistent customer experience.
Mission & Vision
Vision: Establish a standardized quality framework and evolve into a foundational platform for merchant success.
Mission: Raise the overall value of merchants through clear, actionable communication, incentives, and disincentives to improve the customer experience.
The Framework
I partnered with 35+ stakeholders across 5+ teams (Core Delivery, Strategy, Sustainability, AI & Data) to define a tier-based model. We synthesized insights from 20+ qualitative interviews to ensure the metrics were interpretable.
The framework operates on three pillars:
Education: Measuring Quality, Storefront Experience, Popularity, Affordability, and Sustainability.
Coaching: Providing actionable recommendations linked directly to projected impact on delivery sales.
Incentives: Tangible rewards (Top Eats) for high performers, and disincentives (tool restrictions) for those below baseline.
