Good Lifestyle

One of the oldest online ordering platforms in America will soon stop existing as its own brand, which has an impact on hordes of urban customers who have been using it for years. Transparent, the most important food delivery application in New York will be absorbed byGrubhub Later this year, the parent company has just eaten in Takeaway.com (JET) announced.

The transparent application was founded in 2009 as a corporate order platform of two lawyers, but acquired greater popularity after its acquisition by GrubHub in 2013. According toRestaurant BusinessThe merger has created one of the largest online takeaways of the nation.

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Currently, however, GrubHub and seamless, with EAT24, another subsidiary of GrubHub,Capture about 16% of the national food delivery activity, lagging behind competitors like Uber Eat and Foodash last month. Their strongest presence is in urban areas such as New York, Chicago, Boston, Philadelphia, Houston and Los Angeles. And it is likely to remain in this way - the parent company has announced that Grubhub's strategy moved from the national to the local, where instead of trying to grow throughout the country, the company will focus its efforts on its fortresses Geographicals.

"We strongly believe that the United States can not be considered a market, such as the U.K. Or Germany, but every metropolitan area has its own characteristics, "said Just Beaway.com's CEO Jitse Groen on a recent gains call. "We will therefore refrain from strategic efforts for GrubHub's fortresses in which the focus will be based on this stronger base, rather than targeting the country."

More details on the transition, including how this will have an impact on users, will be revealed by Jet Investor Day in October.

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