Seamless has never done that, and may shy away from frustrating customers. GrubHub is more likely to go for complete integration with AllMenus as they already have lots of restaurant menus up that they don’t have online ordering capability for. It could induce more restaurants to pay the 10% to 15% to have ordering services through Seamless or GrubHub. Integration is an alluring idea, putting everything at a customer’s fingertips. GrubHub and Seamless will not be as anonymous as before to huge swaths of the USA, and it’s their hope they will attain the indispensability of OpenTable in the long run. The exposure cannot be underestimated if you consider how even people who do a Google search may come across a GrubHub/Seamless backed site just like we do currently for Yelp. Not only will ordering capabilities be integrated into these menu databases, but it presents a place to promote the brand & restaurant clients. Menu databases present an opportunity for these companies to familiarize customers with their brand. This is because they are in major cities, but haven’t reached many demographics. They aren’t household names and have gotten limited national press. Only a fraction of the people who have heard of Groupon know about GrubHub and Seamless. Although it’s hard to predict how effect these purchases are, let’s go some of the reasons: Let’s go through what Grubhub and Seamless will do and how it will make a difference. Understandably, you may see why GrubHub or Seamless want to be the hub for this information (it’s even in GrubHub’s name).
They don’t want to disappointed or unprepared. Menus are one of the primary things that customers search for online when planning to dine out or when trying to place a phone order. Seamless and GrubHub must both have the same idea in mind, but what is that idea? How will it influence restaurants? Being at the Center of the Online Restaurant World Right on the heels of GrubHub’s purchase of Dotmenu,(owners of the online menu database AllMenus), Seamless bought MenuPages, the other giant of menu database. The major players in the online food ordering business, Seamless and GrubHub, are planning on casting a larger net.
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