"With the narrative that was emerging around companies starting to nip at their heels, this changes the dynamic. "They have very similar styles and work ethics, and the brands aren't that far apart - even the color scheme is the same. It has partnered with GrubHub for several years. "I know people at both companies fairly well (and) I think culturally they're going to fit great," said Justin Massa, co-founder of Food Genius, a local startup that analyzes consumer dining data for the restaurant and grocery industry. Thus far, Grubhub has purchased Seamless, Yelp’s Eat24, Delivered Dish, Restaurants on the Run, LAbite, Dotmenu, AllMenus and Campusfood, among others. GrubHub is focused on consumers ordering food at home in the evenings, while Seamless got its start on the corporate side, connecting restaurants with employees at law and financial firms who could expense their meals. Learn how much Grubhub really costs restaurants and what it brings to the table. GrubHub and Seamless, while they have been competitive in cities such as Chicago for several years, have different historical strengths. "We thought they could own the consumer because of the way they structured their website." "We felt early on that their user interface was, by far, superior to any other," Barron said.
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