Uber Eats Adds Citarella and More Regional Favorites to Growing Grocery Marketplace

Rhea-AI Summary

Uber Eats (NYSE:UBER) has expanded its grocery marketplace by adding five new regional partners to its platform: Citarella, Rouses Markets, Town and Country, Wild Fork, and Rosauers Supermarkets. The expansion demonstrates Uber's commitment to connecting customers with both national and local grocery options for on-demand delivery.

The new partnerships bring diverse offerings to the platform, including Citarella's gourmet selections in New York, Rouses Markets' Gulf Coast specialties, Town & Country's regional presence in Missouri and Arkansas, Wild Fork's specialty meats across seven states, and Rosauers' natural foods in the Pacific Northwest. Each retailer brings its unique specialties and local reputation to the Uber Eats marketplace.

Insights

Food Delivery & E-commerce Strategist

Uber Eats expands grocery delivery with five regional chains, strengthening its marketplace position against competitors.

Uber's strategic addition of Citarella, Rouses Markets, Town and Country, Wild Fork, and Rosauers Supermarkets to its grocery delivery platform represents a calculated move to deepen its penetration into the $1.3 trillion U.S. grocery market. This expansion follows the industry pattern of platform businesses seeking to diversify beyond restaurant delivery into the larger, more frequent grocery purchase segment.

The focus on regional favorites rather than just national chains demonstrates an important competitive differentiation strategy against rivals like Instacart, DoorDash, and Amazon Fresh. These partnerships specifically target customers with strong loyalty to local specialty stores—particularly valuable in the gourmet and premium food segments represented by partners like Citarella, known for high-margin specialty items.

The geographic diversity of these partnerships is particularly noteworthy: the additions cover the Northeast (Citarella), Gulf Coast (Rouses), Midwest (Town & Country), multi-region specialty stores (Wild Fork), and Pacific Northwest (Rosauers). This calculated geographic spread suggests Uber is methodically filling market gaps in its grocery coverage map.

From a unit economics perspective, grocery delivery typically provides larger basket sizes than restaurant orders, potentially improving per-delivery economics for Uber. The emphasis on specialty retailers like Citarella also indicates a focus on higher-margin premium products that can better absorb delivery fees while maintaining customer satisfaction.

New additions to the Uber Eats app include Citarella, Rouses Markets, Town and Country, Wild Fork and Rosauers Supermarkets.

SAN FRANCISCO, Sept. 29, 2025 /PRNewswire/ -- Uber Eats (NYSE:UBER) is making it easier than ever for customers to get groceries from the local stores they love. Today, Uber Eats announced new partnerships with Citarella, Rouses Markets, Town and Country, Wild Fork and Rosauers Supermarkets, bringing even more regional favorites onto the platform.

Uber Eats adds Citarella, Rouses Markets, Town and Country, Wild Fork and Rosauers Supermarkets to the platform.

From gourmet markets to neighborhood staples, these additions reflect Uber Eats' ongoing commitment to connecting customers with both national and local grocery options—all delivered on-demand, at the tap of a button.

"Our goal is to make grocery shopping as convenient as possible, whether customers are stocking up for the week or picking up specialty items for dinner," said Hashim Amin, Head of Grocery & Retail for North America at Uber. "Since we know shoppers' allegiance to their beloved local stores is unparalleled, we continue to prioritize our regional partnership to deliver the freshest products from retailers people trust."

"We're excited to offer our neighbors the convenience of delivery with Uber Eats—and introduce more people to the unbeatable quality and excellent service we've established over the last 100 years," said Citarella Owner Joe Gurrera. "From the freshest seafood and Prime beef to chef-prepared classics and seasonal specialties, we are proud to be a leading source for exceptional food in the New York Metropolitan area. This partnership is one of the many ways we're continuing to elevate our customer experience."

New Grocer Partners Include:

• Citarella (New York City & the Hamptons) – For over a century, Citarella has delivered exceptional food—from fresh, never-frozen seafood and hand-selected, dry-aged Prime beef to chef-prepared specialties made with seasonal ingredients. Every corner of their markets offers something delicious, from heirloom chicken to imported sauces and olives. Guided by owner Joe Gurrera's passion for quality, Citarella is proudly known as 'The Ultimate Gourmet Market.'
• Rouses Markets (Gulf Coast) – Family-owned and celebrating 65 years of fresh, local seafood and produce, authentic Cajun, Creole, and Southern specialties, and the Gulf Coast's largest assortment of local brands.
• Town & Country Supermarkets (Missouri and Arkansas) — A locally owned regional grocery chain known for fresh produce, quality meats, and convenient ready-to-eat options, and friendly customer service.
• Wild Fork (locations in Florida, Texas, Illinois, Pennsylvania, New Jersey, California, and Wisconsin) – A reimagined meat and seafood market delivering exceptional value and quality. From everyday staples to unique cuts like bison, elk, and alligator, Wild Fork brings home chefs an unmatched selection designed to inspire.
• Rosauers Supermarkets (Washington, Idaho, Montana, and Oregon) – Known for high-quality meats and seafood, scratch bakery, produce, deli, floral, and natural foods selections. Under their Huckleberry's Natural Markets banner, the first stand-alone Natural/Organic market in the PNW, Rosauers has a robust assortment of natural, organic, and local product offerings for all shoppers.

These new grocers are now available on the Uber Eats app, joining an expanding lineup of regional and national partners that help customers access the best of their neighborhoods with ease.

About Uber
Uber's mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get access to a ride at the touch of a button? More than 64 billion trips later, we're building products to get people closer to where they want to be. By changing how people, food, and things move through cities, Uber is a platform that opens up the world to new possibilities.

Uber Press Contact: press@uber.com  

 

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SOURCE Uber

FAQ

Which new grocery stores did Uber Eats (UBER) add to its platform in September 2025?

Uber Eats added Citarella, Rouses Markets, Town and Country, Wild Fork, and Rosauers Supermarkets to its grocery delivery platform.

Where is Citarella available on Uber Eats?

Citarella is available on Uber Eats in New York City and the Hamptons, offering gourmet market items including fresh seafood and Prime beef.

What is the geographic coverage of the new Uber Eats grocery partners?

The new partners cover multiple regions: Citarella (NY), Rouses (Gulf Coast), Town & Country (MO/AR), Wild Fork (7 states including FL, TX, CA), and Rosauers (WA, ID, MT, OR).

What types of products are available through Wild Fork on Uber Eats?

Wild Fork offers specialty meats and seafood, including unique cuts like bison, elk, and alligator, along with everyday staples.

How long has Rouses Markets been operating before partnering with Uber Eats?

Rouses Markets has been family-owned for 65 years, specializing in fresh local seafood, produce, and authentic Cajun, Creole, and Southern specialties.