Uber car service is delivering ice cream tomorrow

Uber, the U.S.-based cab-hailing app that launched in Toronto last year, is adding an extra icon to its mobile interface tomorrow: an ice cream cone. For one day only, heat-addled Torontonians who click on the cone between 11 a.m. and 5 p.m. can order chocolate-dip cones, rocket pops and other classic treats from a Mrs. Softy truck (the minimum order is $25). They’ll also receive some non-specified “Uber swag,” which appears to include fluorescent Uber-brand tank tops. The ice cream drive, which takes place simultaneously in 34 cities worldwide, comes as Uber is being criticized in Toronto for engaging in shady price-hiking activities during last week’s flooding. The extent to which on-demand ice cream treats will mollify locals forced to pay near-double rates for Uber rides remains unclear.