A gamified play for user adoption
In addition to the 60-second spot, Uber Eats designed a “Build Your Own Super Bowl” game within its app. Released Feb. 3, users can mix and match 36 hours’ worth of unaired clips from the three-day shoot and additional content, assembling their own unique cut of the ad—just as they might assemble a food order.
These in-app commercials can include scenes with additional celebrity talent who won’t appear in the 60-second ad, including NFL icon Jerry Rice, San Francisco 49ers mascot Sourdough Sam, influencer and singer Addison Rae, Chicken Shop Date creator Amelia Dimoldenberg, former NFL player Floyd “Pork Chop” Womack, Indianapolis Colts cornerback Ahmad “Sauce” Gardner, and Severance actor Tramell Tillman.
“‘Build Your Own Super Bowl’ is about engagement and fan participation, and that’s where we’ve put our effort,” said Georgie Jeffreys, head of marketing in the U.S. and Canada for Uber.
It’s also an activation that will hopefully catalyze massive app downloads, and train those new users on how to use it, nearly a week before the Big Game. That is exactly what Uber Eats needs as it races to catch up with its top competitor, DoorDash.
In Uber Eats’ Super Bowl ad two years ago, a forgetful group of celebrities led by Jennifer Aniston kept reminding viewers that Uber Eats can deliver nearly anything. Today, the company doesn’t have an awareness problem—91% of Americans know the brand, per data from Morning Consult.
But it does have a usage problem.
In the U.S., Uber Eats’ 21 million monthly active users is dwarfed by DoorDash’s 49 million MAUs, according to market intelligence firm Sensor Tower.
While the delivery app surge that started in the early 2020s has slowed, DoorDash has steadily gained share, with MAUs increasing 14% year-over-year in 2025, according to Sensor Tower. Instacart’s MAUs also grew by 6%. But Uber Eats’ MAUs fell by 3%, and Grubhub lost 21%. (Grubhub will make its Super Bowl advertising debut this year. Instacart is also in.)
Uber Eats also seems to be struggling with downloads, which dropped 6% year-over-year in 2025, per Sensor Tower. Instacart and GrubHub also saw losses, while DoorDash downloads increased 5%.
Jeffreys stopped short of tying “Build Your Own Super Bowl” directly to business goals, saying her team aims to create an activation that “will resonate.”
“It’s kind of as simple as that,” Jeffreys explained. “If there are app downloads off the back of it, great, but we try not to come at everything from that lens. Otherwise, it dulls the creativity.”
It’s hard to think of a better opportunity than the Super Bowl for Uber Eats to seize the food delivery app crown. DoorDash has advertised in four out of the last five Super Bowls, including its buzzworthy “DoorDash the Super Bowl” activation two years ago. This year, it’s sitting out.
