Uber pulls more of the physical world into its app

Uber is adding the ability to book real-world experiences through its platform.

Catch up quick: The company announced a new app feature today called “Explore” which enables people to do things like look for and get restaurant reservations or concert tickets directly in the Uber app.

• Rides to certain destinations may even be discounted if users end up following through with one of the app's recommendations. 

The big picture: Uber has been building out its business to become a one-stop shop for moving anything or anyone, anywhere.

What to watch: The feature will roll out broadly after today's initial 14 city launch in the U.S.