UberEats has launched in London, giving Brits a taste of Uber's app-based food delivery service.
From today, Londoners will be able to order food from their iOS or Android devices, or from Ubereats.com. Uber's food service -- which debuted in the US last year, and is already in Paris -- will offer nosh from more than 150 restaurants in the capital. Uber says orders will initially only be available in central London, between the hours of 11 a.m. and 11 p.m.
Uber's expansion into the UK hasn't been free of controversy. The company's core taxi service has sparked protest from black-cab drivers, who say the GPS-based app deserves to be regulated as a taxi cab company, and not as private hire.
The launch of UberEats in London was rumoured several weeks ago. Having officially landed, Uber will be competing with similar service Deliveroo, which collects orders from UK chain restaurants such as Gourmet Burger Kitchen and The Real Greek. UberEats' restaurant roster includes Hotbox, Chilango and Vietnamese chain Pho.
"The entrance of competitors into the market shows that there's huge demand for new approaches to food delivery in the UK," said Dan Warne, managing director at Deliveroo. "On average, we're growing 25 percent month-on-month and are constantly expanding into new cities. In the UK, we currently operate in 40 cities with 24 further launches planned before the end of September."
Update 12:23 p.m. UK: Added comment from Deliveroo.