ENHANCING SALES PERFORMANCE OF SMALL AND MEDIUM-SIZED RESTAURANTS IN NIGERIA USING UBER EATS STRATEGIES

Abstract

This study examined the effect of Uber Eats strategies on enhancing the sales performance of small and medium-sized restaurants in Nigeria. A cross-sectional descriptive design was employed, with 257 respondents selected through basic random sampling from restaurant staff in the South-East and South-South regions. Data collection relied on questionnaires, while findings were analysed using descriptive statistics (frequency tables and percentages) and inferential statistics (Linear Regression Analysis and Spearman Rank Correlation Coefficient). Results demonstrated a strong, positive, and significant relationship between the use of online food delivery platforms and restaurant sales performance. Additionally, Uber Eats' marketing strategies were found to significantly enhance the sales performance of restaurants in the targeted regions. The study recommends that small and medium-sized restaurants strengthen their digital presence and collaborate with online delivery platforms to improve visibility and sales. Furthermore, Uber Eats should implement localized marketing campaigns to better engage and support restaurants in these regions.