Seamless is back with more restaurant deals, low fees every day, and a look and feel designed for New Yorkers

Over the last two decades, Grubhub has grown from the original food delivery startup to an established player — starting as grubHub.com in 2004, merging with Seamless in 2013, reaching national scale with our delivery services in 2016, and joining with a leading global food delivery company in 2021. Our wordmark, typeface, and color palette have continually evolved in line with important moments in our history.

Grubhub has transformed its value proposition during the last few years. We’ve expanded selection for customers by adding 90,000 new merchants to Grubhub in the last 18 months, including more convenience store and grocery options. We’ve also lowered fees and enhanced membership benefits with our Grubhub+ loyalty program and Amazon Prime collaboration. A few years ago we were on the decline, and today we are profitable and growing.

As part of this transformation and our next chapter within Wonder, we are relaunching Seamless in New York City today and unveiling brand updates for Grubhub across the country in the coming months.

Seamless is Still How New York Eats

Seamless was founded in New York City in 1999 by two lawyers who wanted a better way to order food to the office than using paper menus and calling nearby restaurants for delivery. Seamless originated the food delivery industry in the city and became synonymous with How New York Eats by consistently speaking to and delivering on the nuances of living in the city that only New Yorkers could appreciate. This audience-centric approach made it such a loved brand.

Grubhub and Seamless merged in 2013, and we took steps to bring Grubhub’s visual identity to Seamless in 2021, but New Yorkers remained loyal to Seamless. We completed a full brand audit when Grubhub joined with Wonder and found that there continues to be unwavering brand preference for Seamless in New York City, bolstered by our long history serving city residents and the strength of our corporate ordering business. In a time when the food delivery category has become more commoditized, there is clear value in the Seamless brand in New York City.

While Grubhub will remain our national brand, we’re bringing Seamless back to the forefront in New York City, teaming up with NYC-based creative collective Forsman & Bodenfors to reclaim our position as the city’s go-to for food delivery.

Customers who open Seamless starting today will notice a new look and feel that is designed for New Yorkers and differentiated from Grubhub. We’re delivering on the intricacies of How New York Eats with zero fees from the best of New York’s food scene and low fees every day across our merchant network. And to celebrate that Seamless is back, we’re dropping epic doorbusters each week from some of the most iconic restaurants across the city, including Di Fara Pizza, Han Dynasty, Thai Villa, Adel’s Famous Halal Food, and Katz’s Delicatessen.

Updating our Grubhub Visual Identity 

Although we are providing a dedicated experience for customers in New York City with the relaunch of Seamless, Grubhub will continue as our national brand connecting customers across the country with their favorite local merchants. We will update our Grubhub visual identity in the coming months, creating a connection for our customers that feels both familiar and refreshingly new.

Many elements that customers recognize as Grubhub will continue, with bolder colors, an evolved wordmark and an updated typeface. A refined color palette will complement and strengthen our new shade of orange, making it more vibrant and an easy match to the food imagery on our marketplace. Our refreshed wordmark will move away from the house with the fork and knife icon, but will nonetheless create a sense of familiarity for customers while still standing apart from other food delivery players.

These exciting updates to Grubhub and Seamless mark a pivotal time in our journey. We’ve added more merchants, expanded into grocery and convenience, lowered our fees, and improved our loyalty program — all resulting in customers ordering more frequently than ever before. And by refreshing our visual identity for customers nationwide and driving a unique value proposition for New Yorkers, we’re well positioned for our future as a part of Wonder.