‘Learn while you earn’ builds loyalty for Uber Eats

Success story: Uber Eats

Summary:

  • Partner: Uber Eats
  • Sector: Private, technology company
  • Challenges: Build loyalty among couriers, for better retention.
  • Solution: Short courses (microcredentials) and undergraduate degree courses through The Open University (OU).
  • Outcome: Positive positioning for the business, helping to attract couriers.

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Background: Learning = Loyalty

Off the back of Uber’s long-term partnership programme with The Open University, Uber Eats wanted to also offer couriers an opportunity to improve their learning, to help build loyalty.

When drivers became eligible, through earning points for their deliveries, they were offered the chance to enroll on a fully-funded course.

The Open University partnership started with the Uber Rides part of the business in 2019, and we witnessed the success and the engagement with that programme, hence we decided to extend that partnership to the Uber Eats programme in 2020.

Sami Dabbour,
Senior Strategy and Operations Manager, Uber

Expanded opportunities for career growth

Uber Eats designed the programme to support couriers at different stages of their education and careers. Platinum members can access short courses every quarter, while Diamond members can access two microcredentials each year.

The programme recognises that many couriers are looking to develop new skills, improve employability or prepare for future career moves. By focusing on shorter, industry-relevant learning opportunities, Uber Eats has created a programme that reflects the needs of its largely younger courier workforce.

According to The Open University's Simon Tindall, the initiative reflects the growing importance of lifelong learning and continuous skills development. The programme gives couriers the opportunity to build on existing skills or explore entirely new career pathways while continuing to work flexibly.

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Real learner stories: Building new career opportunities

The Uber Eats and Open University partnership is helping couriers develop new skills, explore future career options and achieve personal ambitions while continuing to earn an income. Through flexible learning opportunities, couriers can access professional development that fits around their working lives and long-term goals.

Isaac's journey demonstrates how combining flexible work with flexible learning can create new opportunities and career pathways.

Isaac: Turning a passion for technology into a career goal

  • Moved to the UK from Ghana and wanted to continue developing his skills.
  • Changed from another job to working as an Uber Eats courier to gain greater flexibility for studying.
  • Accessed OU learning opportunities through the Uber Eats programme.
  • Chose to develop his IT skills through industry-focused learning.
  • Used the programme to pursue a long-term ambition of working in technology.

When he was younger, Isaac had hoped to pursue a career in football, but injury forced him to rethink his future plans. With a long-standing interest in technology, he saw the Uber Eats learning programme as an opportunity to invest in a different career path.

This programme has brought hope and ambition to me. Before I could only dream of becoming an IT professional but Uber, through this sponsorship, made it a reality.

Isaac Paha,
Courier, Uber Eats

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Conclusion: Flexible learning creates loyalty and future opportunities

The partnership between Uber Eats and The Open University demonstrates how learning can be used as a meaningful benefit that supports both workforce engagement and long-term career development.

Building on the success of the earlier Uber Rides programme, Uber Eats adapted the offer to suit the needs of its younger courier community, focusing on flexible, industry-focused short courses and microcredentials. This approach enables couriers to gain valuable new skills without interrupting their ability to earn an income.

For learners like Isaac, the programme has provided practical opportunities to explore new careers and develop professionally. For Uber Eats, it has created a distinctive benefit that supports engagement, improves loyalty and helps the business stand out in a competitive labour market.

Given the current job market in the UK, we believe these perks will provide the differentiating factor for couriers to work and collaborate with Uber Eats.

Sami Dabbour
Senior Strategy and Operations Manager, Uber

The partnership highlights how flexible learning can help organisations attract, engage and retain workers while empowering individuals to achieve their longer-term career ambitions.

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