Uber's food delivery service, UberEats, is launching in London. The service launched at 11AM local time on Thursday, and will initially be available in Central London seven days a week between 11AM and 11PM. In a blog post announcing the launch, Uber said that more than 150 restaurants have already signed up to the service, and that it will expand to areas beyond Central London "in the coming weeks."

With today's announcement, UberEats is now available in 18 cities across the world, with London becoming the first in the UK and the second in Europe, after Paris. Users can order food and track their delivery through the UberEats mobile app, or on the UberEats website. Delivery in London will be free for the first month, and if their food doesn't arrive within 30 minutes, users will receive £20 off their next order. First-time users can receive £10 off their initial order by using the UberEatsLondon promo code.

UberEats was previously available as an extra feature within Uber's ride-hailing app, but the company launched it as a standalone app in Toronto late last year. Uber announced a major expansion earlier this year, bringing its food delivery service to 12 new cities and posing direct competition to US delivery startups like Postmates, Seamless, and GrubHub. In the UK, UberEats will face competition from the likes of Deliveroo, Hungry House, and Just Eat.