Robert Kalb was scrolling through his e-mails before work Wednesday morning, about 6 a.m., when a message appeared at the top of his inbox. It was from Uber DC. But it wasn’t a coupon or a receipt typical of the ride-hailing service, and it didn’t contain any promo codes — it just said this:
“With metro transportation having more problems than ever, there’s never been a better time to try commuting with Uber. With door-to-door service you can make your trip as productive or relaxing as you’d like while your driver takes care of the rest.”
The e-mail didn’t name Metro specifically. But commuters, including Kalb and Northwest D.C.resident Sean O’Brien, who posted screenshots of the e-mail to Twitter, read between the lines.
“It was clear to me that it was referring to D.C. Metro,” O’Brien said.
With speed restrictions and service reductions in place on the Orange, Silver and Blue Lines after a transformer fire last week, and commuter headaches at all-time highs, it appears the ride-hailing service is trying to capitalize on Metro riders’ frustrations. An Uber spokesman wouldn’t confirm if the company has bolstered efforts to reach disgruntled riders, but he said the company is aiming to attract those who may be affected by transit delays and disruptions in D.C., Maryland and Virginia. Metro riders online wondered whether the Uber Pool service, launched in San Francisco to much fanfare because it allows riders going in the same direction to share a ride and split the fare, would soon be coming to DC.
Uber was vague, however, in a statement Wednesday.
“We know commuting in and out the District can be tough, especially when the usual transportation options are disrupted or delayed, which is why we wanted to remind our riders that Uber is an affordable and reliable alternative,” a spokesman said. “Thousands of residents already rely on Uber to travel across their city, and getting to work everyday can be just as easy and hassle free.”
Kalb, of Rockville, called the marketing ploy “brilliant” and said the timing was perfect. He last used Uber on Saturday when he was going to see a Washington Nationals game with a friend from New Jersey, but didn’t want to expose him to the weekend wait times on Metro.
“I’m not going to put my friend through this,” he remembered thinking.