Uber Technologies  (UBER) - Get Report has launched a feature of its Uber Eats food delivery app to enable U.S. and Canadian customers for the rest of the year to order from black-owned restaurants with free delivery.

Shares of the San Francisco ride-sharing and food-delivery company at last check were up 2.9% to $37.50.

The feature responds to nationwide protests about the death of George Floyd, an African-American man who was killed while in police custody in in Minneapolis.

Customers who open the Uber Eats app in major U.S. and Canadian cities will see a banner reading: "Support Black-owned restaurants."