Uber Eats, the American food delivery service, is planning to expand its operations to Finland this year, according to a report by the Financial Times. The company will also be launching its service in six other European countries as part of its broader strategy. Uber Eats aims to achieve an additional billion dollars in sales over the next three years, indicating a strong push to capitalize on the growing demand for food delivery services in Europe.

A representative from Uber Eats, Susan Anderson, expressed enthusiasm about the upcoming expansion into markets that already have established competitors. She stated that the company believes it is time to raise standards, disrupt the existing landscape, and offer better value for money across the industry. This reflects a strategic shift as Uber Eats seeks to establish a foothold in markets where competitors like Wolt dominate.

The expansion comes at a time when rivals are exiting the Finnish market; Foodora recently announced it would cease operations in Finland after struggling against Wolt, which captured a significant share of the market. Foodora plans to focus on countries where it can become a market leader, leaving an opening for Uber Eats to fill the gap and challenge established players like Wolt, as well as potentially reshaping the food delivery sector in Finland.