Uber is introducing a new service in Bengaluru that allows customers to order food directly from well-known brands like KFC, Burger King, Taco Bell, and Rebel Foods.
This service works on Uber’s B2B model, where the company earns revenue through the Open Network for Digital Commerce (ONDC) using its two-wheeler delivery network.
Earlier, Uber only delivered orders for Zepto and KPN Farm Fresh, but now it has expanded to include food delivery as well.
The service, launched on the Uber app in partnership with Metro, aims to offer faster and smoother deliveries across the city through its two-wheeler fleet.
How the Ordering System Works
The entire ordering process runs on ONDC’s system. When a customer places an order on the seller app, ONDC assigns the delivery task to an Uber rider.
Customers do not interact with Uber directly. Uber simply follows ONDC’s instructions and completes the delivery.
This setup is fully business-to-business (B2B), where companies provide services to other companies—for example, a software company selling a CRM system to another business.
This is different from B2C, where companies sell directly to customers, such as clothing purchased from an e-commerce website.
B2B vs B2C: Different Goals and Strategies
The main difference between B2B and B2C lies in their target audience and marketing approach.
In B2C, transactions are quick and immediate.
In B2B, long-term relationships and coordination between companies matter more.
By entering the B2B space, Uber wants to increase the use of its platform and take full advantage of its strong two-wheeler delivery network.
This expansion will help Uber benefit from ONDC’s growing ecosystem while giving customers faster, reliable, and wider food delivery options.
