"Uber CEO Goes Undercover as Driver to Learn the Ropes"
Uber CEO Dara Khosrowshahi spent several months as an undercover driver to understand the experiences of drivers during the pandemic. His experience led to the implementation of several changes to the ride-hailing app, including addressing issues such as tip-baiting and punishing drivers for rejecting rides. The campaign, called Project Boomerang, helped shape one of the biggest makeovers of Uber's business since its inception in 2009. As a result, Uber's ride-share revenue more than doubled in 2022, and the company posted its first full-year adjusted profit since its founding.