New York's restaurant delivery landscape is unique, shaped by its dense population and wide variety of dining options, highlighted by the return of Seamless after its brand dilution under Grubhub. Grubhub, bought by Wonder in 2021, had moved away from Seamless branding in favor of a unified approach under broader corporate strategies. This decision, seen as misguided, is being reassessed as market dynamics reveal the importance of returning to a beloved, recognizable brand that resonates with local consumers and helps reinvigorate competition against national delivery services.
"It's interesting to think that there would be nostalgia around one of these digital-first delivery brands. I think people might be happy to hear that this brand is back and look at it as bringing back-and reconnecting with-an old friend."
"Seamless has operated under the thumb of a much larger brand for years. It merged with Grubhub in 2013, but retained its own branding in the biggest and arguably most important delivery market in the country."
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