![]() Google and Amazon especially have shown a focused dedication on challenging niche companies on their own turf, regardless of their likelihood of success. There are still bigger fish in the sea – While the eye-popping number of restaurants and locations featuring GrubHub Seamless service now stands as a reminder of the success of these two companies both before and after the merger, it must be remembered that as with any technology innovation or product, there are still some sharks lurking in the market. 3 Big Reasons the GrubHub Seamless Marriage Stands to Benefit both Companies:ġ. Aside from removing their biggest competitor, by essentially assimilating them, each site stood to gain much from this move for a variety of reasons. Following the announcement, GrubHub Seamless was born, and now fans of both sites were given access to a platform that included over 25,000 restaurants in over 500 cities in the United States alone. Instead of trying to outmuscle each other by positioning themselves for expansion and waging expensive marketing and innovation wars, the two companies had decided to merge and join forces. That is, until early in May 2013, when both Seamless (having dropped the Web from their title a few years prior) and GrubHub made a stunning and groundbreaking announcement. The two big start-ups were on a collision course for years, but like all things in this digital age, that collision was rapidly accelerated by the profusion of new mobile technology. ![]() A network effect clearly took hold, as more and more customers were drawn to the convenient plethora of options afforded by both companies, and more and more food options were drawn to those customers. Why Fight Over a Market When You Can Maximize it Together? image: Īs the hordes of smartphone and tablet users continued to grow, so did the number of restaurants looking to partner with these two online-ordering behemoths. GrubHub grew rapidly over the next few years, and its predecessors at Seamless were forced to watch as the new kid on the block expanded to a number of domestic cities, and eventually to international locations as well. GrubHub also had the benefit of fortunate timing on its side as well, seeing its debut and subsequent rise coincide with the emergence of both iOS and Android, platforms that allowed the company to take its reach well outside of the Windy City with much less of a bang to the start-up’s budget. The company’s early days were buoyed by a creative and viral-focused marketing campaign, which combined clever CTA advertisements that bordered on completely inappropriate for public consumption with well-designed company communications and customer service. Of these new competitors in the emerging field of online ordering, perhaps none attracted more initial attention than Chicago-based GrubHub. While Seamless Web was a success, and continued to operate at a profit throughout the early 2000s, company executives and media officials realized that the growth was a bit stagnant compared to some of the other new companies emerging on the scene. Individuals alike with a responsive and convenient interface for planning their next party or corporate event, years ahead of the first mobile smartphones and tablets. ![]() The site fulfilled its initial intentions, providing large companies and When Seamless Web launched, back in the fledgling days of e-commerce just before the new millennium rolled in, its original founders had designs on providing an intuitive and simple online catering service. Author: Adam Hausman The Marriage of GrubHub and Seamless
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