Mobile ordering app Hey You is tapping into the growing appeal of Uber in Australia, partnering with the ride-sharing company to propel its ambition of a truly cashless future. The app, developed by Beat the Q Posse Group and backed by Westpac’s venture capital arm, allows users to order food and drink from local cafes and book transportation via Uber X.
Launched last year, Hey You is the flagship application developed by Beat the Q Posse Group, a company created via the merger of Beat the Q, Posse, and eCoffeeCard platforms. Buoyed by Westpac’s support, Hey You has made swift inroads into the local market in the last six months, with the app boasting 65,000 transactions per week, and average orders per day up from 2500 to 9500.
For Rebekah Campbell, founder and CEO of Hey You, the decision to combine Beat the Q, Posse and eCoffeeCard — all geared towards improving the cafe experience (finding a cafe, ordering ahead and a loyalty program) — has been pivotal to building Hey You’s momentum. “We saw that each of the apps had a good number of cafes on them and a good number of users, but it was quite annoying for users to use one app for finding a cafe and another for ordering them,” Ms Campbell said.
“We thought it would be much better to bring the three businesses together and create a super app.” The partnership with Uber sees new functionality introduced on the Hey You platform, with customers able to order coffees, lunches and taxis through a single interface.
According to Ms Campbell, the decision to partner with Uber was driven by the needs of Hey You’s customer base. “A lot of our customers are using ride-sharing services like Uber X, and given the high level of popularity, we decided to partner with the service,” she said. While Uber X remains a controversial service in Australia, Ms Campbell said she was confident the regulatory uncertainty surrounding the service would be resolved in time.
“Uber X is the future and people who use Hey You are generally technically progressive, so the audience that uses ride-sharing is the same that’s comfortable using app-based transactions.” Apart from the Uber deal, Hey You has also secured the Australian Open this year, with guests using the app to order and pay for drinks and snacks which are delivered straight to their seats.
While the latest deals point to the broader potential of the Hey You app, Ms Campbell said the immediate focus was to extend its presence in the hospitality space. “Bars and pubs are something we will go into next, and we are also starting to do some work with restaurants as well, so you can order from your table,” she said. “We can potentially go into a number of segments but we want to get to a position where we dominate the hospitality sector.”
With Hey You at the coalface of the cashless society trend, Ms Campbell said reliance on cash or cards to make transactions has diminished significantly in the last couple of years. “The things you actually use cash for on a day-to-day basis are generally transport and food or coffee, but leaving your wallet at home today means nothing today,” she said.
Westpac’s tech-focused venture capital arm Reinventure led the $5 million funding round for Beat the Q Posse Group in August last year and Ms Campbell said the bank had been “incredibly supportive”. “I have been shocked at how engaged the bank has been in our product, given how small we are in a business that size,” she said. “They have been very active in finding out what value we can provide to Westpac.”