Seamless was always far beyond their competitors in branding, including Grubhub, and their site has become even more customer friendly. Online marketing technology for restaurants has not plateaued, as more and more reservations are made over Opentable, and the like. The late night or lunchtime call for delivery has already been on the decline, and companies, most notably Seamless (formerly SeamlessWeb) and Grubhub (its sister company), are set on making the phone largely an artifact of the past. In the next few years, we may see the conventional delivery phone call vanish from much of the USA. Like customers, restaurants experience an increase in employee efficiency as the need to answer the phone decreases.

Undoubtedly, restaurants see the benefits of online ordering. Seamless and Grubhub both have moved into the suburbs. The other major evolution in online ordering for restaurants is that it is now a national phenomenon and not limited to major cities. Both Seamless and Grubhub, however, take such a sizable fee for each order that may make a restaurant think twice before signing up. Access to Seamless and Grubhub’s users can be critical to a restaurant’s business if it does a substantial amount of online ordering. Although they maintain their different brands, together they are growing rapidly in size.

The biggest change is that Seamless and Grubhub are now one company, putting them way ahead of the competition. With Seamless, restaurants must weigh hefty fees against an influx of business. A consequence of that is the online ordering industry has gone through a bit of consolidation, posing difficult questions for restaurants. Online food ordering has finally reached the age of maturity.

Seamless restaurant