Turns out, getting a meal delivered to your doorstep in Manhattan can take a little more than 10 minutes.
Uber is canceling its uber-fast food delivery service in New York City, just one month after debuting its new, standalone UberEATS app.
The company announced Monday it would no longer be offering a 10-minute menu in the city, instead, opting to deliver only made-to-order food in NYC, as Quartz first reported.
Instant delivery was a limited-option rotating menu for ultra-fast food delivery, targeted toward the power-lunching crowd. Uber drivers would carry around the ready-made meal options in their cars, ready to shell out to famished customers nearby as soon as they pinged the service.
UberEATS, which started its 10-minute delivery promise on the clogged streets of L.A. back in 2014, has been delivering lunch to Manhattanites for months. But in March the food delivery service expanded, with its own app for 10 cities across the country, including Chicago, New York, Los Angeles, and San Francisco. Now Uber offers an all-day menu of tacos, curries, and salads that can be delivered any time between 8 a.m. and midnight.
The instant delivery option will still be available to UberEATS users in other cities around the country. The company just won’t promise to get certain menu items to you lightning-quick in New York. Instead, UberEATS will operate there more like a Seamless or a GrubHub, taking orders and then delivering them when they’re ready.
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Meal delivery is just one of Uber’s attempts at expanding its ride-sharing service beyond shuttling just people around town. Uber CEO Travis Kalanick says he wants Uber to be a local delivery option for on-demand anything from food to clothes to flowers and toiletries.
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But lately making it big in on-demand delivery is proving a tricky business to master. Grocery delivery startup Instacart has been cutting pay recently and raising its prices, while Shuddle, the Uber for picking up and dropping off kids, shuttered last week.
Uber didn’t immediately respond to Fortune’s request for comment about why the company is canceling instant service in New York.