Grubhub Starts to Leverage Last Year’s LevelUp Acquisition
Photo Caption: Just Salad is one of the first restaurants to leverage Grubhub and LevelUp's combined product offerings.
Skift Take
As newer third-party delivery companies mature into viable businesses, each will need to differentiate itself in the marketplace. Grubhub's $390 million acquisition of LevelUp offers restaurants a comprehensive way to manage its consumer-facing business and capitalize on opportunity.
As Uber and Postmates head toward their initial public offerings, Grubhub, which just celebrated its fifth year as a publicly traded company, is focused on building a robust product offering.
Grubhub acquired restaurant technology company LevelUp for $390 million in 2018. The company didn't offer many details about its plans for the acquisition at the time, but did say that it expected to leverage LevelUp's deep technology integrations.
Now, it's shedding light on some of the implications of the acquisition and, in the process, helping to define what will differentiate Grubhub as it moves forward into a new era of growing competition in the space.
"If it faces the consumer, we really, really want to be touching it," said Seth Priebatsch, head of enterprise restaurants at Grubhub and the founder of LevelU
