There was a time when delivery provider Seamless, which was founded in 1999 by two lawyers tired of reviewing paper menus and calling restaurants, was as integral a part of the New York casual-dining scene as thin-slice pizza and vendor hot dogs. It faded after Grubhub acquired it in 2013 and merged it with its operations. But New Yorkers never forgot it. And now Grubhub is bringing it back.
The decision came after Grubhub itself was acquired last year by Wonder, and underwent a brand audit. There it discovered the brand equity still residing in Seamless. And now it’s hoping for a seamless reintroduction to New York City consumers.
Consumers who open Seamless now will see a visual look differentiated from Grubhub, and the new “How New York Eats” slogan, and with weekly deals from some of New York’s most iconic eateries, including Katz’s Delicatessen and Han Dynasty. It will also see zero fees for delivery and generally lower fees across the whole marketplace.
“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 said in a statement.
While Grubhub trails DoorDash and Uber Eats nationally in market share, its revival of Seamless signals a hyperlocal play to build fresh momentum in New York City.
This refurbished Seamless will become Grubhub’s primary business in the city.
“These updates to Grubhub and Seamless mark a pivotal time in our journey,” the company said. “We’ve added more merchants, lowered our fees, and improved our loyalty program. We’re well-positioned for our future as a part of Wonder.”
