You Won't Believe How These Toronto Tech Titans Built Uber Eats from Scratch – Shocking Secrets Revealed!

In 2015, the concept of food delivery was still relatively novel, and Uber was primarily known for ridesharing. However, this was the year that would mark the beginning of its transformation into a global food delivery powerhouse, with Uber Eats evolving rapidly and setting a template for expansion across major cities. Toronto played a pivotal role in this journey, serving as a testing ground for what would become one of the most widely used food delivery platforms in the world.

At the time, Uber was experimenting with a project called Uber Eats Instant, a lunchtime pilot involving prepped meals from local restaurants. Bowie Cheung, who joined Uber in the spring of that year, described it as a sprint to create a marketplace from scratch. “Everyone kind of went into overdrive. We were spinning up a marketplace from scratch,” he recalled. With Toronto's mix of urban density and vibrant restaurant culture, it was seen as the perfect city for this experiment. Cheung noted, “If the product was successful in Toronto, you had a good amount of confidence that it could be successful in many other major cities in North America as well.”

The initial test revealed a strong demand from both restaurants eager to adopt delivery and from consumers. Cheung pointed out that the cultural acceptance of food delivery was evolving, but the infrastructure for such services was still in its infancy. Much of the logistics were being managed manually, often through spreadsheets. By late summer 2015, Uber's leadership recognized the potential and committed to developing a standalone Uber Eats app within 100 days. The app launched in December, and demand soared past expectations. “It was a crazy week,” Cheung said, reflecting on the overwhelming response.

Fast forward to 2016, when Dan Park took over as General Manager. By that point, Uber Eats had demonstrated solid demand, but it needed to prove its profitability. Park recalled how Uber co-founder and then-CEO Travis Kalanick challenged his team to establish a sustainable business model quickly. Within just eight weeks, Park's team standardized restaurant fees and refined the unit economics, marking a significant step toward economic viability. They also launched in 30 cities in a single day, continuously pushing the limits of operational capacity. “Every time you double a business, everything breaks. Breaking was something we viewed as a good sign,” Park explained.

As Uber Eats expanded, it partnered with local favorites like Village Juicery and La Cubana, but the platform also attracted national chains like McDonald's, further increasing order volume. Under Park's leadership, the Toronto team proved that rapid, sustainable growth was not only possible but necessary for the platform's ongoing success.

Faye Pang took the reins in 2019, overseeing Uber Eats as it began to operate in dozens of Canadian cities. The competitive landscape was heating up, leading her team to refine operational systems. “Competition was also starting to get pretty fierce,” Pang noted. Her efforts focused on building scalable systems that would stabilize the growing business while continuing to innovate. She introduced co-marketing programs that enabled restaurants to take a more active role in their promotions on the platform.

As the pandemic hit in early 2020, Lola Kassim became the new leader of Uber Eats Canada with an urgent mandate: drive sustainable growth while swiftly adapting to the challenges posed by COVID-19. Restaurants were suddenly forced to pivot to delivery models, which led to an exponential surge in demand for Uber Eats as a lifeline for many businesses. Kassim noted the intensity of the environment: “Our priority was: ‘How do we help as many restaurants as possible get onto Uber Eats?’” The team often worked seven days a week to onboard new restaurants and implement contactless delivery options.

In response to the heightened demand, Uber Eats expanded its offerings to include not just restaurant meals but also groceries, alcohol, and convenience items. The app transformed into an essential part of many Canadians' daily lives, with Kassim observing, “Consumers now expect that whatever they need should be just a tap away, and that preference is here to stay.”

Today, Uber Eats operates in over 400 cities across Canada, reaching more than 85% of the population. This rapid expansion has positioned it as the leading delivery platform in Canada, with over one billion orders since its launch. The strategy has laid a groundwork that has become a playbook for further global expansion.

As Uber Eats enters its second decade, many of the leaders who shaped its early days have moved on to new ventures, but they reflect fondly on the culture they cultivated. Cheung now leads Pepper as CEO, while Park helms Clutch. Pang serves as Chief Growth Officer at FreshBooks, and Kassim continues to drive Uber Eats' mission forward. Each leader emphasizes the collaborative spirit, rapid iteration, and a culture of experimentation that defined their time at Uber Eats, setting the stage for what’s to come.