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Based in New York City, the online ordering company is one of the nation’s largest independent e-commerce services of its kind, established more than 10 years ago. It’s designed to be a one-stop shop for your neighborhood and hyper-local merchants, enabled right from your browser. Now available in dozens of U.S. cities and expanding overseas beginning with Hong Kong, has more than one million users and over 10,000 participating retailers enrolled.

About the program

Providing on-demand access to daily essentials without leaving the home or place of business is the essence of

To those who say online shopping chips away at the fabric of our neighborhoods by replacing bricks and mortar independent businesses, would respond that their service does quite the opposite. doesn’t deliver from a warehouse several states away. Rather, they deliver from your choice of community-based establishments near your home or place of work.

Food delivery from restaurants makes up the bulk of the business. Other suppliers are grocers, wine and spirits shops, laundry, dry cleaning and tailoring providers.


Coverage in New York City far exceeds that of other metros. For example, restaurant choices in New York City number more than 3,600 in all five boroughs. In Los Angeles, there are fewer than 600 takeaway options, about 300 in San Francisco and less than 200 in Washington, D.C..

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How the service works

Is time money? Have you given up your car? Are you unable to leave the house? Order food, alcohol, groceries, laundry and dry-cleaning collection online. Type in your address and a list of local stores and restaurants will pop up, along with a user-generated rating on each.

Features include a simple search by type of cuisine, rating, distance or delivery minimum to find exactly what you’re looking for. Merchants also indicate the time next delivery service is available, to avoid mix-ups should a dining place be closed or unable to deliver.

Customized orders mean that you can quickly add items to your cart as well as special instructions, such as extra cheese or hold the mayo. Re-ordering is meant to be easy, because your personal details, such as credit cards, address and favorite order, are stored in the system’s interface with the merchant.’s newest features allows you to compare prices for similar services in your neighborhood. Just click on “price compare” to sort by cost. The website also features a point system, awarding customers with loyalty points for every dollar spent.


According to a news report, plans to incorporate new verticals, like pet supplies, food supplies and office supplies.

In 2009, acquired, making a deeper foray onto college campuses where that service was popular. In 2013, the acquisition of New York-based Brinkmat brought on expansion into laundry, dry-cleaning and tailoring.

National competitors for include GrubHub and Eat24. Also in mid-2013, Yelp announced that it was partnering with and so that orders could be placed directly for restaurant delivery without leaving the Yelp pages. Speculation is that Google will be next to prime for such partnerships, while others are keeping an eye on Uber for a possible foray into all things deliverable.

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Reviews of the service

The app is available from iTunes for iPhone smartphones and newly released for iPad. It’s also available on Android. Since the service was launched in 2004, some potential customers are surprised that only one language besides English is available, which oddly enough, is German.

IPhone users have entered only 13 reviews for an average of 2 stars for the app, as opposed to 433 reviews for GrubHub (also founded in 2004) with an average of 4.5 stars. Some say the Android platform is unstable. The 415 reviews are equally divided between 5-star and 1-star.

Regarding the service, surprisingly, no testimonials are offered on the actual site. However, it’s well worth pointing out that the actual delivery is not the responsibility of, which is actually just the conduit between customer and merchant. Witness this customer services response to an online complaint: “We strive to select the most reliable merchants to feature on our platform and to get orders to merchants as quickly as possible, but often, delays and cancellations are out of our hands. We’d like to investigate the recent issues you’ve faced with these merchants.”

A survey of nearly 1,500 reviews collected by places it in the top 10 for online food ordering with a score of 8/10, although that site provides no sort tab for recency.


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