Uber tests lunch delivery service with uberFRESH

(Uber)
(Uber)

“Once you are delivering cars in five minutes, there are a lot of other things you can deliver in five minutes” — that’s what Travis Kalanick, chief executive of Uber said to Bloomberg BusinessWeek six months ago.

After cars, baby supplies and toothpaste, Uber is trying to add another item onto its on-demand delivery service: lunch, announced Tuesday on the company’s blog.

The latest program, called “uberFRESH,” runs from Tuesday, Aug. 26 through Friday, Sept. 5 in Santa Monica, Calif. Uber app users in the Santa Monica area can order lunch from 11:30 a.m. to 2:30 p.m. But unlike regular restaurant delivery, uberFRESH is limited to deliver lunch from a prix fixe selection each day, and each meal costs $12.

Here is an example of Wednesday’s lunch menu on uberFRESH:

(Uber)
(Uber)

And instead of having the meal delivered to the door, customers will have to meet up with the driver and pick up the order curbside.

Uber said the trial program may extend to other locations if the experiment proves to be successful.

UberFRESH is the latest service that Uber has tested in recent months. With experiments like the Uber Corner Store that delivers convenience store items to customers in Washington D.C. area, and UberRUSH, a bike courier service in New York, it seems like Uber is trying to turn itself into more than just taxi service.

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Drew Harwell · August 27