 Online Food Ordering: The Category and Its Competitors
Peter Krasilovsky, 4/18/2012
EXECUTIVE SUMMARY:
Online food ordering is seen as the next frontier for local online commerce. Two leading sites, GrubHub and Seamless, have attracted more than $134 million in funding between them, and the space could bring in more than $1 billion a year in commissions from food, advertising and marketing services. But many issues are still unclear with online ordering, including whether restaurants will accept paid relationships and buy upsells. It is also uncertain whether online ordering is the best way into restaurant accounts, as other search-oriented paradigms present themselves.
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