Uber Eats plans to enter Greek market

Uber Eats is preparing to launch operations in Greece, marking the global food delivery giant’s entry into a market currently dominated by two major players. According to a Financial Times report, the platform, which is a subsidiary of US-based Uber Technologies, plans to begin service in the country by summer 2025. The move represents a significant expansion of Uber Eats’ presence in southeastern Europe following recent acquisitions in neighboring Turkey.

The food delivery platform has not yet announced specific details regarding its Greek launch timeline or operational strategy. However, the decision follows Uber’s acquisition of Turkish delivery service Getir from Mubadala, as well as its previous takeover of Trendyol Go in Turkey last year, according to the report. These strategic moves indicate Uber Eats’ growing interest in establishing a stronger foothold in the region.

Competitive Landscape in Greek Food Delivery Market

The Greek food delivery sector is currently controlled by two established platforms: efood and Wolt. These companies have built substantial market share and customer loyalty over recent years, creating a duopoly that has defined the industry locally. Meanwhile, BOX, operated by telecommunications company Cosmote, maintains a presence in the market but commands significantly less market share than the two leading competitors.

Additionally, the entry of Uber Eats into Greece will intensify competition in an already active marketplace. The platform brings with it global brand recognition, extensive technological infrastructure, and experience operating in diverse international markets. However, it will face the challenge of competing against well-entrenched local and regional players who have established relationships with restaurants and customers.

Strategic Expansion Following Turkish Acquisitions

Uber’s recent activity in Turkey appears to have paved the way for its Greek expansion. The acquisition of Getir, a prominent delivery platform in the Turkish market, provided the company with valuable insights into regional consumer behavior and operational requirements. Furthermore, the earlier purchase of Trendyol Go strengthened Uber’s delivery network capabilities in the area.

These acquisitions reflect a broader strategy by Uber Technologies to expand its food delivery operations in markets where it sees growth potential. In contrast to markets in Western Europe and North America, where Uber Eats already maintains a strong presence, southeastern European countries represent new opportunities for expansion and revenue growth.

Implications for Restaurants and Consumers

The arrival of Uber Eats in Greece could bring both opportunities and challenges for local restaurants. On one hand, an additional delivery platform may provide restaurants with another channel to reach customers and potentially reduce dependency on existing providers. On the other hand, increased competition among platforms could lead to pressure on commission rates and service terms.

For Greek consumers, the entrance of a third major player in the food delivery market may result in more competitive pricing, promotional offers, and service improvements. However, the actual impact will depend on how aggressively Uber Eats positions itself against efood and Wolt, and whether it can differentiate its service offering in meaningful ways.

As summer 2025 approaches, the Greek food delivery industry will be watching closely to see how Uber Eats structures its market entry and which restaurant partners it secures. The company has not yet released details about specific launch cities, partnership agreements, or promotional strategies for its Greek debut.