Drift Deliveries is a promotional food delivery service launched by Uber Eats to celebrate the arrival of wagamama on its platform. Available for a limited time through wagamama's Wigmore Street location in London, the campaign replaces conventional delivery vehicles with a custom-wrapped 1998 Toyota Chaser inspired by Tokyo's underground drifting culture. Finished in metallic red chrome with flame graphics and star-themed wheels, the vehicle is driven by British Drift Champion Ollie Evans while delivering wagamama dishes including katsu curry and gyoza to selected customers.
The campaign also includes a nationwide online ballot running from July 21 to 23 for Uber Eats customers ordering wagamama. Selected participants will be invited to compete in a food-inspired drifting challenge, with the winner receiving a year's supply of free wagamama. Uber One and Soul Club members receive double the number of ballot entries.
Image Credit: Uber Eats
Key Themes Behind This Trend
- Stunt-based Delivery
- Limited-time delivery experiences built around spectacle turn routine food orders into shareable brand moments with strong earned-media potential.
- Automotive-food Collaborations
- Crossovers between car culture and dining create distinctive lifestyle positioning for restaurants and platforms seeking niche audience engagement.
- Gamified Loyalty Rewards
- Prize ballots and experiential challenges add entertainment value to loyalty programs while increasing repeat ordering and member participation.
Where This Applies
- Food Delivery
- Promotional fulfillment formats can differentiate crowded delivery platforms beyond speed, price, and restaurant selection.
- Fast-casual Dining
- Branded delivery campaigns give restaurant chains new ways to launch marketplace partnerships and deepen cultural relevance.
- Experiential Marketing
- Hybrid campaigns combining real-world stunts, digital entry mechanics, and influencer-worthy visuals expand the role of promotions in customer acquisition.
