On June 28, 2011, SeamlessWeb notified their clients they had changed their name to Seamless. On June 8, 2011, Spectrum Equity Investors made a $50 million minority investment in Seamless and the company was spun out of Aramark into an independent entity. They were acquired by Aramark in April 2006. The service is available for personal orders in New York City, Boston, Philadelphia, Washington, DC, Miami, Chicago, Houston, Austin, Seattle, San Francisco, Los Angeles, and London. Starting in 2005, Seamless was made available to the individual users and they currently partner with over 12,000 restaurants, serve over 4,000 companies, and have over 2,000,000 members in the United States and in London. Seamless was launched in 1999 by Jason Finger, Paul Appelbaum, Todd Arky and Andy Appelbaum as SeamlessWeb, providing companies with a web-based system for ordering food from restaurants and caterers. We will keep you informed.Seamless logo from 2011 until parent company Grubhub was acquired by Just Eat Takeaway in 2021. Whether this merger has an effect on restaurants or customers is hard to gauge at this point. With Grubhub and Seamless merger, they will not have any competitors of the same reach or size. This move might have something to do with an IPO down the road as the results from Facebook and Groupon IPOs have been mixed. The leadership positions will also be split between both Grubhub’s and Seamless’ executives. The merged company will not have a headquarters in any one city as Seamless and Grubhub are firmly set in New York City and Chicago respectively. It is unclear what technologies will be shared or any new changes. Both have separate websites and mobile applications.
The new merged company will continue as separate brands. The merger is on level terms and not an acquisition, so shareholders will pool their stakes into the new company. However, both have branched out into the consumer market and are not reliant on any one demographic group. NYC-based Seamless is known for their corporate accounts, while Chicago-based Grubhub is the leader in ordering by college students.
The merged company will benefit from the strengths of both startups. Since Grubhub and Seamless were the main rivals for the online food ordering market, the new company, (so far unnamed) will be much bigger than its nearest competitor. The new company will be in 500 cities and handle almost a billion dollars of food orders per year. The merged company will have over a $100 million in yearly revenue and more than 20,000 participating local restaurants. The two biggest platforms in online food ordering, Grubhub and Seamless, announced Monday that the two startups will merge.
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