Uber Toronto discounting daytime taxi rides from Monday to Friday

Uber is trying a new strategy in an effort to separate — and distance — itself from Hailo in the cab-happy city of Toronto. The company has announced a new promotion for weekday riders: an automatic 25% discount between Monday and Friday, 10am to 4pm.

With a maximum of $25 savings per fare, Uber is trying to entice the winter-weary business crowd, more predisposed to take a cab to lunch than walk through the endless PATH system.

The move, called an “experiment” by the company, is in direct response to user complaints that “taxis in Toronto are among the most expensive in North America.” While Uber has come under fire in other cities for its morally ambiguous “surge pricing,” the Toronto team claims to be “always looking to make things faster, cheaper, and better.”

Uber is available on iOS and Android.