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Kaplan × Uber Eats: EduMeals™ — Learn While You Wait

📑 10 slides 👁 44 views 📅 1/21/2026
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Introduction: EduMeals™

Kaplan and Uber Eats partner to transform idle wait time into learning moments.

Introduction: EduMeals™
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Why Uber Eats?

  • Millions of daily active users waiting 10–25 minutes for orders.
  • Strong presence among students, professionals, and families.
  • App already optimized for micro-interactions during orders.
  • No additional infrastructure required — uses existing Uber Eats features.
Why Uber Eats?
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Core Use Case: The Fit

  • Learning fits naturally into the order-to-delivery wait window.
  • High-attention, low-friction time with users already on their screens.
  • Converts idle scrolling into productive micro-learning moments.
  • No cognitive overload or task-switching costs for users.
Core Use Case: The Fit
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Product Experience

  • Non-intrusive card appears post-order: '5 minutes while your food is on the way'.
  • Tap opens a 5-minute Kaplan lesson: concept + questions + feedback.
  • Auto-closes when delivery arrives — no interruption or pressure.
  • Content examples: word puzzles, finance myths, English phrases.
Product Experience
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Value for Uber Eats

  • Turns waiting into a delight moment, improving perceived delivery time.
  • Differentiates Uber Eats from competitors like DoorDash.
  • Sponsored EduMeals tracks from banks/fintech create revenue streams.
  • Boosts app stickiness during peak hours with premium engagement.
Value for Uber Eats
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Value for Kaplan

  • Access to daily, non-educational contexts for learning discovery.
  • Reframes Kaplan as 'everyday learning' beyond traditional education.
  • Massive top-of-funnel exposure to global audiences.
  • Revenue share per engagement and direct CTA to Kaplan services.
Value for Kaplan
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Campaign Hook

  • Tagline: 'Feed your body. Feed your brain.'
  • Launch film shows students, office workers, parents using EduMeals.
  • Final line: 'Your food is on the way. So is your future.'
  • Premium, intelligent branding without gamified nonsense.
Campaign Hook
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Success Metrics

  • Primary KPI: % of orders with EduMeals opened for ≥3 minutes.
  • Secondary: Reduced wait-time complaints, repeat engagement weekly.
  • Conversion rate to Kaplan’s ecosystem from Uber Eats users.
  • Brand-safe, opt-in experience maintaining Kaplan’s academic integrity.
Success Metrics
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Execution Timeline

  • Months 1–2: Partner alignment and initial planning.
  • Months 3–4: UX and content pilot development.
  • Months 5–6: Regional beta in 1–2 cities for testing.
  • Months 7–12: Analytics refinement and global rollout.
Execution Timeline
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Conclusion

  • EduMeals™ transforms dead time into learning without behavior change.
  • Behaviorally aligned, brand-safe, and commercially viable.
  • Launchable within 12 months with global scalability.
  • A win-win for Kaplan’s reach and Uber Eats’ user engagement.
Conclusion
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