UberEats expects to launch at a rate of more than one UK town or city a week until the end of the year, as it sets about its mission to “change the food industry and the eating behaviour of the consumer”.

Mathieu Proust, UK General Manager, said expansion would be extremely rapid in the UK, with an aim to reach 40 locations by the end of the year.

He said UberEats stood out from its rivals by having no minimum order, while it has also recently launched extended operating hours from 7am-2am in London.

The food delivery business is now live in seven cities - London, Manchester, Birmingham, Edinburgh and Glasgow, and most recently launching this week Leeds and Nottingham.

Proust said: “We want to be extremely rapid in our expansion now we’ve found a model that works for our restaurants, couriers and eaters.

“I think we have the magic formula and want to expand really fast, Sometimes it will be one a week, sometimes every two weeks.”

He reiterated the group’s plans to change the dynamic of everyday eating, adding: “Our ambition is to change the food industry. When you have food at a decent price, you can imagine a scenario where instead of cooking you order some food, any type of food.

“The technology we are working on is helping us to be extremely reliable, which means you don’t take any risk when you order. We think we can change the eater behaviour.”

The business has also launched an analytics service for restaurants, giving access to directional data and feedback on specific items, cuisines and flavours.

Proust said UberEats’ mission statement to deliver food to everyone, everywhere, anytime made it more accessible to a wider customer base.

He said: “Everyone has different tastes at different times. I know I like pizza on a Monday and Thai on a Friday. So we need restaurants which cover a spectrum of options, in terms of type of food and price.

“You can order as little as £2. You can have cheap food and can use the service all the time.”

”The long-term model is sustainable. Some people order for their family and friends and some people order for themselves, so everyone balances each other. We think it’s really important to keep no minimum order, and I think its something that works pretty well.”

Though he welcomed competition in food delivery, he said Uber’s technology and logistical background gave it an advantage in the UK.

While saying the priority is on restaurant delivery, Proust hinted at further developments of UberEats when asked about different channels for the business.

He added: “The future is open, and the speed at which we move, I would expect to be making more announcements in a few weeks or a few months.”