Uber Eats is an online food ordering and delivery platform launched by Uber in 2014. Meals are delivered by couriers using cars, scooters, bikes, or on foot. It is operational in over 6,000 cities across 45 countries. The company is facing a lawsuit for antitrust price manipulation, from forcing restaurants to charge the same price for delivery as for dine-in if the restaurant wants to be listed on Uber Eats' app, along with charging fees of 13–40% of revenue. Uber Eats' parent company Uber was founded in 2009 by Garrett Camp and Travis Kalanick. The company began food delivery in August 2014 with the launch of the Uber FRESH service in Santa Monica, California. In 2015, the platform was renamed to UberEATS and the ordering software was released as its own application, separate from the app for Uber rides. In 2016, it commenced operations in both London and Paris.

Uber Eats is our food delivery platform that makes getting great food from your favorite local restaurants as easy as requesting a ride. The Uber Eats app connects you with a broad range of local restaurants and food, so you can order from the full menus of your local favorites whenever you want.

Food delivery service has become a new trend in many developed and developing countries. It was one of the most convenient service we had during the Covid-19 lockdown.

Say you are a management accountant for Brilliant Ride Co., a taxi service firm in Klang Valley, Malaysia. The Board of Directors are looking to expand their service by venturing into a food delivery service called Brilliant Food in Malaysia. In the first five years, the board targeted their sales to show strong numbers and having reliable services to stay relevant in the industry.

QUESTION

Elaborate how your roles in management accounting covering – planning, organizing and directing, and controlling can assist the above organization in achieving their goals and objectives.