Uber has launched its food delivery service UberEATS in London, joining a growing number of competitors including Deliveroo and Just Eat.
The taxi hiring company’s standalone food service app is already available in 16 major cities, across five countries.
UberEATS will initially sell food from 150 restaurants in central London from 11am to 11pm, but Uber plans to expand the delivery area in the coming months.
It follows last week’s launch of AmazonFresh in 69 central and East London postcodes.
Toby Pickard, senior retail analyst for multichannel at IGD, said the announcement was another clear example of how disruptors and technology are continuing to change the way people purchase food and reset their expectations about delivery timings.
“This launch was to be expected, given the increasing number of delivery solution providers within the market. There’s clearly a demand for highly convenient services of this nature, with 27% of shoppers telling us that they are looking to ‘make life easier’ in the year ahead,” he said.
“However, with the recent launch of AmazonFresh in 69 London postcodes and a number of established players already in this market, the proposition from UberEATS will need to be compelling in order to convert shoppers.
“With Uber’s existing technological expertise and the presence of its taxi app in 16 cities across the UK, consumers could be convinced to try this service. What UberEATS will need to do is ensure that it is able to partner the foodservice providers shoppers want to purchase from, as well as maintain its proposition that it ‘delivers the best meals from favourite local restaurants in 10 minutes or less’ at a price that is competitive.”