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UberEats, the lunchtime delivery service from rideshare giant Uber, is expanding in a big way. UberEats will soon transform into a full-fledged restaurant delivery service, dropping off orders from restaurants across Atlanta, morning till night.

The service first launched in Atlanta last September. It currently operates as a lunchtime niche, offering limited menus from 11 a.m. to 2 p.m. on weekdays. UberEats partners with different restaurants for new menus daily, and delivery is limited to sections of Downtown, Midtown, and Buckhead. But when it expands in March, UberEats will become a direct competitor to start-ups such as GrubHub, Postmates, and Zifty. The new service will have its own dedicated mobile app, as opposed to operating through the Uber app.

"We are thrilled to expand the UberEats app to all UberEats cities — and more — very soon," an Uber spokesperson told Eater. "We're very excited to work with cities' favorite restaurants for a delicious, local experience every time.

"We plan on releasing the app to all U.S. UberEats markets by the end of March. Hours will vary by city — as you can imagine in a place like NYC it's possible the hours would be later. We currently offer UberEats service in 10 markets in the U.S., so those are the 10 that will be included at the launch."

The expanded UberEats was first tested last month in Toronto. Aside from Atlanta, the initial launch will hit Washington, D.C., San Francisco, Houston, Seattle, Dallas, Los Angeles, Chicago, New York, and Austin.