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GrubHub incorporates OLO restaurant clients into mobile offerings

March 31, 2011

GrubHub will add OLO Online Ordering’s restaurant clients to its mobile offerings, expanding its list of dining menus available to consumers browsing for places to eat via their smartphone devices.

The companies claim this partnership forms the largest platform for online food ordering. GrubHub will incorporate OLO clients into its mobile and online offerings so that customers can place orders at more of their favorite restaurants.

“This partnership is really exciting,” said Matt Maloney, cofounder/CEO of GrubHub, Chicago. “This will provide a lot more options for our diners.

“People want to order wherever they are – mobile simplifies the ordering process and with OLO, it simplifies from a much larger list of restaurants,” he said.

GrubHub is a Web and mobile service that connects diners to restaurants and simplifies online ordering for delivery and carry-out.

OLO Online Ordering provides mobile and online ordering for chain restaurants such as Five Guys Burgers & Fries and Sonic Drive-In.

Order up
The partnership between the companies will give diner more choice to choose from while boosting orders for OLO’s restaurant partners.

Consumers can access the restaurants via GrubHub’s mobile offerings such as its mobile site and applications for iPhone and Android.

Consumers can save their credit card information within the application for easier access.

Then, whenever they want to place an order, they can start up the application and the credit card is already on file.

“GrubHub has done a good job in providing a world-class online ordering system to consumers and independent restaurants and OLO has provided enterprise grade online ordering to restaurant chains,” said Noah Glass, founder/CEO of OLO, New York.

“By joining the two together, GrubHub and OLO give the consumer what he or she wants – both independent restaurants and chain restaurants on the same platform,” he said. “OLO views GrubHub as a valuable new way to drive incremental customers to OLO client restaurants.

“OLO client restaurants will now have the opportunity to list their menus on GrubHub, so that GrubHub customers can find their restaurants, place orders and pay.”

Mobile partnership
Both companies are getting the word out about the partnership via their Web sites.

Additionally, OLO recently partnered with Sonic Drive-In to test out a program that lets consumers order from the restaurant via their mobile device.

The Sonic On the Go program has launched in 71 locations. Via the program, Sonic customers can order via their smartphone by accessing the company’s mobile Web site and pick it up via the drive-through window (see story).

“We’re working on more apps and more enhanced mobile Web capabilities,” Mr. Glass said. “In the short term, OLO views mobile apps as a powerful way of providing better service to loyal customers.

“In the long term, OLO believes that mobile Web ordering will become more feature-rich and allow for greater distribution, which will make mobile ordering easier for consumers and more valuable for restaurants.

“Look for some interesting develops in new forms of payment later this year.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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