Uber's Strategic Gambit in Turkey: A $700M Bet on Food Delivery Dominance

The food delivery wars are intensifying. Uber’s $700 million cash acquisition of an 85% stake in Trendyol Go, Turkey’s fast-growing food and grocery delivery platform, marks a bold move to carve out a foothold in a market it has long overlooked. The deal, pending regulatory approval, positions Uber Eats to leapfrog competitors in a region where DoorDash is already circling—and underscores a high-stakes gamble in a sector rife with red ink and razor-thin margins.

The Deal’s Strategic Blueprint

Trendyol Go’s 2024 performance is staggering: 200 million orders, $2 billion in gross bookings (up 50% year-over-year), and a network of 90,000 restaurants and 19,000 couriers. These metrics make it a Trojan horse for Uber’s ambitions. By acquiring control, Uber gains instant scale in Turkey, a market where its ride-hailing dominance hasn’t translated to food delivery success.

The move is part of a broader strategy to counter saturation in North America, where Uber’s core business faces stagnation. reveal a cautious market reaction, dipping slightly as investors weigh the risks of expanding into a new frontier. Yet Trendyol Go’s infrastructure—already embedded in Turkey’s dining culture—could be Uber’s ticket to profitability in a region where food delivery is growing at 20% annually.

The Competitive Crosshairs

Uber’s acquisition arrives as DoorDash tightens its grip globally. Just weeks prior, DoorDash spent $5.06 billion to buy U.K.-based Deliveroo and restaurant tech firm SevenRooms—a direct challenge to Uber’s expansion plans. highlights the growing stakes: while Uber’s stock has been volatile, DoorDash’s aggressive acquisitions have fueled speculative optimism.

Turkey is now a battleground. Trendyol Go’s local expertise—paired with Uber’s cash reserves—could tip the scales. But the deal isn’t without hurdles. Regulatory scrutiny is looming, especially after Uber’s failed $950 million bid for Foodpanda in Taiwan, which collapsed under anti-competitive concerns. In Turkey, where Trendyol Go is backed by Alibaba’s ecosystem, the merger must navigate data-sharing rules and labor regulations.

The Logistics of Integration

Post-acquisition, Trendyol Go will operate independently—a pragmatic choice to avoid alienating its user base. Over time, Uber plans to merge features like loyalty programs and expanded menus onto the platform. This “soft integration” reflects a lesson learned: forcing Uber Eats’ model onto local ecosystems risks alienating couriers and restaurants.

Yet the real prize is synergies. Trendyol Go’s 19,000 couriers could be cross-trained for Uber’s ride-hailing services, reducing labor costs. Meanwhile, Uber’s autonomous vehicle partnerships—like those with Pony AI and Momenta—hint at a long-term vision: robotaxis delivering meals as well as riders.

Betting on Turkey’s Economic Resilience

Trendyol Go’s value isn’t just in its delivery network—it’s a proxy for Turkey’s economic potential. With a population of 85 million and a tech-savvy consumer base, Turkey’s GDP grew 5.6% in 2023 despite global headwinds. shows a rebound after pandemic lows, a trend Uber is banking on to sustain demand.

But risks linger. U.S. tariffs under President Trump’s administration have already dented consumer spending, and Turkey’s currency volatility could squeeze margins. Trendyol Group’s retention of a 15% stake—allowing it to profit from future upside—suggests even Alibaba isn’t fully confident in the deal’s immediate returns.

Conclusion: A High-Reward, High-Risk Pivot

Uber’s $700 million bet on Trendyol Go is a calculated roll of the dice. The platform’s 2024 growth metrics—50% year-over-year revenue expansion and a robust logistics network—make it a compelling asset. If Uber can navigate regulatory hurdles and integrate smoothly, it could secure a 40%+ market share in Turkey within two years, far outpacing local rivals like Yemeksepeti.

Yet the stakes are immense. The deal’s success hinges on three pillars:
1. Regulatory Approval: Navigating Turkey’s antitrust concerns without triggering backlash (as seen in Taiwan).
2. Operational Synergy: Merging Uber’s tech with Trendyol Go’s local reach without disrupting service quality.
3. Market Resilience: Turkey’s economy must withstand global headwinds to sustain delivery demand.

For investors, the acquisition is a vote of confidence in Uber’s ability to pivot from a ride-hailing-centric model to a global delivery giant. If successful, it could redefine Uber’s valuation—potentially unlocking $2 billion+ in annualized revenue from Turkey alone by 2027. But failure could amplify existing concerns about Uber’s cash burn and overreliance on legacy markets.

In a sector where 80% of food delivery startups lose money, this is Uber’s most daring play yet. The question isn’t just whether it’ll work—it’s whether the world’s largest ride-hailing company can finally crack the code on profitability in the most crowded corner of the gig economy.