Uber Eats Japan marks 10 years with Rakuten partnership expansion

Uber Eats Japan has reached its 10th anniversary, evolving from a restaurant delivery service into a broader delivery infrastructure. Since launching in Tokyo in 2016, the service has expanded to all 47 Japanese prefectures, growing its merchant network from approximately 150 restaurants to roughly 140,000 locations, including supermarkets, convenience stores, and drugstores.

As part of its growth strategy, Uber Eats is deepening its partnership with the Rakuten Group. Following the integration of Rakuten IDs, which has already surpassed 2 million linked accounts, users will be able to use Rakuten Points to pay for orders starting sequentially from October 2026. Users will still earn one point for every 200 yen spent (excluding certain fees) even when using points for payment.

Uber Eats Japan General Manager Yulia Brovkina noted that the company has maintained profitability for three consecutive years following the pandemic. The company plans to continue expanding its service areas, aiming to launch or expand in approximately 350 additional municipalities by the end of 2026. Current trends show a shift toward dinner-time orders and rising popularity for items such as acai, Greek yogurt, and smash burgers.