UberEats now delivers Londoners the greatest meal of all: Breakfast

Your parents weren’t lying when they said breakfast was the most important meal of the day. It’s also, let’s face it, the best. There’s no way you can go wrong with bacon, eggs, and sausage. Literally no way.

The problem is, the vast majority of places that deliver food (at least in the UK) only do so at night. If you’re lying in bed with a raging hangover and an unquenchable thirst for coffee, orange juice, and grease, you’re often completely shit out of luck.

But that’s about to change: UberEATS is about to launch its breakfast delivery service in London. No matter if it’s a lazy, hungover Sunday, or you’re rushing to work, from January 31, you’ll be able to summon food from a variety of top London restaurants.

Breakfast on UberEATS is launching with several top London restaurants onboard, including PAUL, Coco di Mama, Tossed, Leon, Bagel Factory and Crepeaffaire. Delivery is available after 7am, and is initially launching in Central London (zones 1 and 2).

Uber intends to launch the service with a giveaway. On Tuesday – the launch day – customers will be able to order one of four boxes of croissants from boutique bakery PAUL, which will be delivered completely free of charge to their home or office.

“We are incredibly excited to announce breakfast on the UberEATS app across London. Since UberEATS launched last summer we have seen Londoners ordering a range of lunch and dinner options straight to their door at the tap of a button. The launch of breakfast is the next step for UberEATS as we continue to respond to ever-growing consumer demand,” said Toussaint Wattinne, General Manager of UberEATS in London.

By extending delivery to encompass breakfast hours, UberEATS is going up against the two main incumbents: Deliveroo and Jinn. Obviously, Uber has vastly deeper pockets than those two companies, and greater name recognition. As a result, it comes with a clear advantage.

If any company is going to popularize breakfast food delivery, it’s Uber.