Uber Brings Tel Avivians 'Hummus on Demand' - for One Day, at Least

This Independence Day, Israelis living in the Tel Aviv area will be able to order pita and hummus from the car service provider.

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Barbecues are a staple of Independence Day celebrations in Israel, and pita and hummus are a staple of Israeli barbecues. But what about Israelis who forgot to stock up on supplies before most supermarkets shut down for the holiday?

Enter taxi app Uber, which announced this week that it would deliver four pitas and one kilogram of fresh hummus from the popular Jaffa hummus place Abu Hassan to Uber users in the Tel Aviv area.

"Demand will be high, so please be patient, we'll do our best to deliver as much hummus as possible," the online car service provider announced on its blog Tuesday.

The hummus delivery, which Uber is calling "Hummus on Demand," will cost 10 shekels (about $2.50) and appears to be part of the company's recent foray into food delivery worldwide.

Uber, which is worth more than $40 billion and is fighting legal claims in several countries against alleged violations including using unlicensed drivers, launched the food delivery service UberFresh in Los Angeles in December and UberEats in Barcelona in February.

Israelis must have an Uber account to get the pita and hummus, and will begin receiving requests at 11 A.M. "To request, just select 'Hummus on Demand,' the company said. "If you're connected, your driver will deliver a delicious hummus meal directly to you."

Reuters contributed to this report.

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