Wait, isn’t Grubhub a food delivery platform in itself? Yes, but sometimes, consumers trust businesses that have been around for a long time. Or, that are way older.
Recently, Grubhub has welcomed back Seamless, New York’s favorite food delivery provider, after several months of hiatus and break from the company.
Old partner, new look
Seamless is not a separate company from Grubhub. Their tie-up follows a business model wherein another platform that looks like a competitor, such as another ridesharing service with another name, is in operations when in fact, it is managed by larger, leading platforms, such as Southeast Asian motorcycle-hailing app MOVE IT, powered by Grab.
Recently, Grubhub announced the relaunch of Seamless, the New York-based food delivery provider it merged with in 2013 before taking a break. In other words, Seamless is older than Grubhub.
While Seamless will make even bigger waves in New York City, Grubhub will manage its operations and will remain with its identity elsewhere. With over eight million people, this move is just appropriate.
“In a time when the food delivery category has become more commoditized, there is clear value in the Seamless brand in New York City,” Grubhub told the media.
Founded in 1999
New York City is loyal to Seamless in a way far more than how they are with Grubhub. The former was founded in 1999, while the latter was founded in 2004.
In 2013, the two merged, as evidenced by the commonalities in the design of their logos.
Seamless made it easier for consumers to order food for delivery, spearheading the food delivery craze in the Big Apple.
“Seamless originated the food delivery industry in the city and became synonymous with How New York Eats by consistently speaking to and delivering on the nuances of living in the city that only New Yorkers could appreciate. This audience-centric approach made it such a loved brand,” Grubhub’s official website stated.
In 2021, Seamless’ branding was deliberately overshadowed by Grunhub, following the merging, so people had yet started to associate Seamless with Grubhub, like the latter being an umbrella corp. However, interestingly, consumers in NYC remained loyal to Seamless.
What’s new?
With the return of Seamless, exciting things await food adventurers. Apart from the new look, feel, and tagline, “How New York eats,” customers will no longer pay fees when ordering from a large range of local restaurants. They will generally see lower fees across the entire marketplace.
Seamless started offering specials a few weeks after its return with participating restaurants, such as Katz’s Deli, Han Dynasty, Thai Villa, Adel’s Famous Halal Food, and Di Fara Pizza.
However, no changes will occur for restaurants during the transition. The inventory of Seamless will remain the same as Grubhub’s.
If you’re somewhere in New York City, you better go ahead and try Seamless.