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Brands On The Move: Uber, Quibi, PepsiCo, Tinder

Welcome to Brands On The Move, The Connected One’s daily resource for marketers. In this column we will be publishing news briefs about the wins and losses of brands across the globe.

  • Uber [TCO] makes a play to acquire Grubhub, sends stock up 25% according to a report on Bloomberg; if the deal did move forward we can expect to see a merger between Grubhub and Uber Eats (giving even more competition to DoorDash and Postmates); last week Uber laid off 3,700 employees, or about 14% of its workforce so they do have money to go shopping [The Connected One – Win. Smart move on the part of the Uber brand as it helps the company diversify its revenue stream and expanding its possible customer base]
  • Quibi, the new short-form streaming app by Jeffrey Katzenberg and Meg Whitman had a lacklustre launch; according to an article in the NYT Katzenberg says, “I attribute everything that has gone wrong to coronavirus;” the company claims to have had 3.5 million downloads in its first week although that has not been confirmed by 3rd party sources [The Connected One – Lose. Quibi banked on the names of the founders to create something that was not proven to disrupt consumer view habits with content that is average at best]
  • PepsiCo [TCO] is making a big play into the DTC space with the launch of, and [The Connected One – Lose. This now provides an additional sales channel PepsiCo and its large assortment of brand to be delivered directly into consumer’s homes]
  • Tinder – As coronavirus forced brands across the globe to adjust, the online dating platform announced plans to add video capabilities, they are a bit late to the table with competitors Bumble and Hinge already adding similar features  [The Connected One – Win. Social distancing may still be in affect, but that will not stop Tinder from delivering on its core objective – to connect people together]

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