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Uber food delivery gets an app of its own

Uber's first non-ridesharing app is a direct challenge to food apps like GrubHub and Seamless.

Uber has tried a wide variety of services as of late, but they've always been crammed into the company's main app. More than a little awkward, don't you think? Mercifully, it's splitting things up by giving UberEats an app of its own. The dedicated title (currently iOS-only) tries to beat GrubHub and Seamless at their own game by emphasizing simplicity in your food selection. There's an Instant Delivery menu that offers just a handful of items you can get in less than 10 minutes, and a popular item list for each restaurant. While you can order from full menus, Uber is betting that you'd like to avoid poring over dining choices at the end of a long day.

The app is currently only useful if you happen to live in Toronto, which serves as the test market. You may well see it in your neck of the woods before long, though, as Uber is hoping to bring it to other cities once it learns what works. If that happens, there could be a day where many people use Uber without even touching its ridesharing option -- and when the company is trying to diversify as much as it can, we doubt it'll mind.

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