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Uber's On-Demand Ice Cream Experiment

The private car service will try something new for one day only: dessert delivered to your door.

What’s the second best thing to a private, on-call driver? On-call ice cream delivery, of course!

Uber, the San Francisco-based car service, will offer customers one day of on-demand ice cream trucks Friday. 

The ice cream trucks will be in multiple cities that already offer Uber's car service: San Francisco, Boston, Chicago, New York City, Seattle, Toronto, and Washington, D.C. For $12, customers will be able to get five ice cream treats delivered to their doors. A truck bearing different types of ice cream as well as other, yet-to-be-define "swag" will arrive about 10 minutes later, according to Uber's estimates.

The service will run Friday from 11 a.m. to 7 p.m. in New York and until 6 p.m. in all other cities. The success of this first ice cream trial will determine whether or not the company continues to provide the service in partnership with local ice cream trucks.

“We’re offering a new way to experience ice cream similar to transportation,” Uber General Manager Michael Pao told The New York Times. “Opening your app and tapping a button and having something show up is magical when it comes to transportation. We feel it will be magical for other things too.”

This will be the second time Uber has gone beyond offering users its basic car service. On May 4, Uber users in San Francisco were invited to order a private mariachi band to celebrate the Cinco de Mayo weekend. For $100, customers could order a live mariachi performance (one song), a piñata (with candy and other goodies), and a bottle of margarita mix (tequila not included). According to Mashable, the band performed around the city 42 times--with each request coming in at about 10-second intervals.

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