Uber Eats is the latest app to build its own For You Page

It seems as if everyone wants to capture that For You Page magic, and Uber Eats is the latest app taking a page out of TikTok‘s book. The food ordering spinoff of Uber has announced a feed of vertically-oriented videos that will promote various restaurants and dishes.

Uber Eats Senior Director of Product Awaneesh Verma told TechCrunch that the new video feed will show up in carousels that will appear on multiple pages, including the app’s home screen. When users tap on one of the videos in the carousel, they’ll enter a swipeable vertical feed that bears a striking resemblance to TikTok’s For You Page.

The first people to try out the new feed will be Uber Eats users in New York, San Francisco, and Toronto. A global rollout is on the docket for the future, though specific timing details about that launch aren’t known at this time.

The typical Uber Eats video will depict a specific item at a local restaurant. “The early data shows people are much more confident trying new dishes and trying things that they otherwise wouldn’t have,” Verma told TechCrunch

. “Even little things like being able to see texture, and the details of what a portion size looks like, or what’s in a dish, has been really inspiring for our users.”

Uber Eats is betting that local restaurants will contribute to the new video feed so that they can drive more order traffic. The product is designed so that users only see content from local restaurants that are within their delivery range.

TikTok has developed several features that enhance culinary content on the OG For You Page, and startups like Atmosfy have also bet on the market potential of content set in restaurants. Uber Eats is throwing its hat into that ring by joining a growing list of FYP copycats. Other platforms that have debuted their own takes on TikTok’s signature layout include Instagram and LinkedIn.