Customers had to call and speak on the phone with restaurants, which could lead to miscommunication or order errors, and they had to hope that they had enough cash on hand to pay and tip. The experience of placing an order could also be painful, from placing the order to making payment. Prior to Seamless, customers depended on drawers full of paper menus or knowledge of local restaurants their options were limited. įocusing on the direct-to-consumer business (it is also offered to businesses), Seamless creates value for customers by aggregating multiple restaurants’ menus into a single place. Their parent company, GrubHub, owns a portfolio or brands encompassing over 80,000 takeout restaurants in 1,600 U.S. As of May 2013, Seamless worked with 12,000 restaurants in 40 cities. Customers select their food choices from an online menu, pay via the platform, and then receive their food at a designated location. Launched in 1999, Seamless aggregates menus from various local restaurants onto a single platform, which can be accessed by web browser or mobile app. Now part of GrubHub’s portfolio of brands, Seamless was one of the earliest platforms in the space. Analysts believe this could rise to as high as 40%. restaurant sales was comprised of delivery transactions. This has made room for a rise in meal delivery services, among which Seamless has established itself as a major player. They increasingly value convenience over other factors when making meal choices, spending less time on food prep than any other generation.

Department of Agriculture reported that millennials (those born between 1981 to mid-2000s) are most likely to eat in restaurants and to buy prepared meals.

The food industry is changing to accommodate younger generations’ eating habits.

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