Demae is thought to have originated during the mid-Edo period in the 1700s. It was primarily used by wealthy daimyo, feudal lords who would send servants to let shopkeepers know that they wanted food delivered to their homes. Over time, demae evolved into a more mainstream practice enjoyed by everyone from students to office workers.
Because there were no telephones, you couldn’t exactly call in an order. Deliverymen devolved a skilled technique for stacking towers of soba noodle bowls and then carrying them on a bike to places like universities where they had frequent customers. Astonishingly, some of these photos are from soba shops that are still in business today!
(via Spoon & Tamago)