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Uber Torches 'Instant' Meal Delivery Option in New York City

The ride-share company discontinues its ultra-fast lunch delivery service

[Facebook/UberEats]

New York City Uber users can no longer get a limited selection of meals delivered to them in 10 minutes or lessThe ride-share titan started offering a version of the "instant delivery" service last spring via the main Uber app. In March, the company launched a standalone dining app, UberEATS, which allowed users to choose a limited selection of dishes for 10-minute delivery, as well as options from more than 100 restaurants with typical delivery times, just like Seamless. The instant delivery items were generally things like sandwiches and salads, which restaurants around the city made in bulk at the beginning of the day. The meals were kept at a Midtown commissary, and delivered to the users once they purchased them using the app. New York City is the only Uber market where the company is discontinuing this service.

In an email to users yesterday, Uber explained: "In order to bring you the most exciting selection, the highest quality food, and the fastest delivery time, we’ve decided to narrow our focus." The email does not offer many details about why the instant delivery service ultimately didn't work out. But Michael Conti, the general manager of UberEVERYTHING NYC tells Business Insider: "Since launching the standalone UberEATS app under a month ago, we’ve seen an incredible response and have more than doubled the numbers of users."

Eater features editor Matt Buchanan recently had a positive experience using UberEats to order a No 7. Sub grain bowl.

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