It had already started to redistribute its marketing spend in 2013, as the company increased the marketing budget for GrubHub by $5.8 million and cut $900,000 in ad dollars for the Seamless brand, according to its S-1. That said, GrubHub won't be pushing the Seamless brand in national advertising anymore, the combined company's chief tells Forbes. "But Seamless has been here 15 years, and it's really strong in New York, it's a religion. So what's in the name? "Part of the decision factor is it's a great ticker-GRUB is awesome," Maloney says. So the two joined forces, creating a company that combined for $1.3 billion in gross food sales last year (it takes about a 10% cut) and reached 3.4 million different diners for 2013.
But Chicago-based GrubHub was winning almost everywhere else. Seamless has held firmly onto New York City, the country's largest market. Both companies had ambitions to go public independently and win the online takeout space, but gravitated toward different geographies.
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