Business information written specifically for newspaper advertising departments

Foursquare and GrubHub Seamless Merge to Offer In-App Deliveries

The location check-in app Foursquare announced a new partnership with food delivery company GrubHub Seamless. Now, both iPhone and Android smartphone owners can place orders for delivery from local restaurants directly through the Foursquare app. This merger is not only great news for hungry customers who don’t want to leave the comfort of their homes, it’s also great news for local restaurants and your ad department!

At the end of January, the location check-in app Foursquare announced a new partnership with food delivery company GrubHub Seamless. Now, both iPhone and Android smartphone owners can place orders for delivery from local restaurants directly through the Foursquare app. This merger is not only great news for hungry customers who don’t want to leave the comfort of their homes, it’s also great news for local restaurants and your ad department!

Foursquare takes users’ GPS location and allows them to announce where they are and what they’re doing by “checking in” at a park, a museum, a local business — pretty much anywhere! This information is then broadcasted to all of the friends of that particular user. The almost five-year-old app also allows users to comment on all of the established locations’ pages. Many users write reviews and recommendations of what to eat, see, do and more. As a result, Foursquare offers hyperlocal information to users who may be new in town or just new to that particular establishment.

GrubHub Seamless originated as a 2013 merger between online food ordering companies GrubHub and Seamless. Now, the united company offers both online and mobile delivery services.

By joining forces, Foursquare and GrubHub Seamless have created a killer combination of location-based social networking, local business promotion and — of course — quick and easy deliveries made straight to customers’ front doors.

In its announcement, Foursquare said that 20,000 restaurants have already agreed to participate in the app’s new mobile delivery function. Now, when users look at one of those participating restaurant’s Foursquare page, they will see a GrubHub Seamless icon at the bottom of the page, which they can click to place an order for delivery.

Users simply need to search the type of food they’re craving followed by the word “delivery” to find participating restaurants. So, if you’re in the mood for Chinese takeout, but don’t want to go to the restaurant to pick it up, simply type “Chinese delivery” in the app’s search bar and Foursquare will let you know if there are any participating pizza joints in your area. If there are, then you can click the GrubHub Seamless icon to place your order.

Foursquare was already doing your advertisers a great service by allowing its users to brag about their favorite haunts. “Check-ins” are essentially free word-of-mouth advertising for your clients. By adding a delivery service, Foursquare has now magnified its value to users by offering a more utilitarian function outside of the social networking aspect of the app. Foursquare already has more than 45 million users worldwide, but this new feature will undoubtedly draw even more.

As a result, Foursquare has also increased its usefulness to your restaurant clients. While outwardly, it may seem like Foursquare is eating into your client base, really, social networks like Foursquare actually complement your newspaper’s offerings. Your advertiser’s name should be everywhere it can be — that means in print, online, social media and mobile. That means it should be in your newspaper, on Foursquare and elsewhere.

Therefore, you should tell your restaurant clients about the new Foursquare feature. By doing so, you’re demonstrating your own value to your clients as an advertising expert, but also showing that you have their businesses’ best interests at heart.

If some of your clients decide to participate in Foursquare’s new delivery feature, tell them they should advertise that in the paper! Create an ad that encourages readers to check in when dining at the restaurant or order for delivery via Foursquare.

Don’t look at social networks like Foursquare as competition or even the enemy. Look at them as a way to offer your clients comprehensive and incredibly effective advertising solutions. In fact, your newspapers’ knowledge and use of social media is a partnership as great as the one between Foursquare and GrubHub Seamless!