It's 3 p.m., and you just got out of a meeting and you're hangry. Uber wants to fix that, especially if you live in Toronto, Wired reports. The mega driver-on-demand service has been delivering food in various cities for a year and a half, but this Wednesday, the company launched a separate dedicated UberEats app in Toronto.
The app works like other restaurant-delivery services but with a crucial "instant delivery" feature. Every day there will be five dishes that can be delivered in 10 to 15 minutes. This takes the whole dilemma of where to order from and what to order out of the equation, at least for the most part. And to make this even more appealing, Uber is having a team of professionals style and photograph these meals for maximum crave-ability. Users can, of course, order off a restaurant's full menu. In those cases, dishes will be delivered in 30 to 60 minutes, which is about average—at least near TT HQ in New York.
Uber is using Toronto as a testing ground, so the app could be coming to other markets, but it will have to fight long-established delivery services like Seamless and Postmates, boutique options like Caviar, David Chang-backed Maple and possibly Amazon (who is also getting in on the booze delivery game) for a chunk of the market. In the meantime, perhaps Uber will develop a magical potion that will ensure its cars don't smell like pad Thai after delivery.
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