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iphone-portland_r2ubereatsUberEats launches in Portland today.

Uber’s restaurant delivery service will be available starting at 10 a.m. Wednesday, with more than 100 Portland area restaurants on the platform like Whiskey Soda Lounge, Pok Pok Noi, Ataula, Ate-Oh-Ate, Deschutes Brewery, Dove Vivi, Ecliptic Brewing, Kure Juice Bar, Wolf & Bear’s, and more.

You can order food 24 hours a day, seven days a week via the standalone UberEats app on iOS and Android; the service was previously part of Uber’s traditional ride-hailing app until earlier this year.

This is the 50th market for UberEats, which is up from 22 in August. When it launched in Seattle this past March, GeekWire did a test run and found the service easy to use, though a bit expensive when including the delivery fee, which is set at $3.99 in Portland.

Uber previously offered an ultra-fast lunch delivery service called “Instant Delivery” which featured a rotating menu of pre-made meals that drivers would carry around in a handful of cities across North America. But Uber shut that down last month to focus on all-day restaurant delivery.

Uber said last month that it will implement surge pricing for restaurant delivery when demand is high, just like it does on the transportation app. There is also no tipping on the UberEats app.

UberEats is Uber’s attempt to utilize the back-end logistics framework built for its ride-hailing service and take advantage of the vast network of drivers the company already has on the roads.

Uber will compete with a flurry of other food delivery services in Portland like PostmatesGrubHub, Instacart, CaviarEat24Delivered Dish, Delivery Dudes, and others. Even Amazon also offers restaurant delivery.

Food delivery is an ultra-competitive market that many investors placed big bets on over the past few years, but CBInsights noted how “investor interest in the category remains depressed.” Some say it still presents a $210 billion market opportunity.

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