Dara Khosrowshahi, the CEO of Uber, decided to start driving for Uber himself in September 2020 in order to better understand the experience from the driver's perspective.
This was part of a larger effort to improve the experience for drivers, as Uber had been facing a labor shortage due to the Covid-19 pandemic. To attract more drivers, Uber made changes to their app and implemented financial incentives. Additionally, they made it easier for drivers to toggle between rides and food deliveries, as well as giving them the ability to see drop-off locations and estimated pay before they accepted a trip. By doing this, Uber was able to build back the supply of drivers in the U.S. and keep up with demand, while also setting themselves up to expand into new categories.