Seamless, in its original form as SeamlessWeb, understood this, and the company provided a groundbreaking and intuitive online ordering system to streamline this process specifically for the food service industry. Making supply chains more efficient has been identified by economists like Thomas Friedman as one of the largest sole drivers in new business development and market growth in the 21st century. Shrewdly identifying the appeal and massive potential market in digital ordering from customers, essentially the same service Seamless already provided in the back-end, allowed the company to jump into the new market early ( being first matters!) and establish itself as a trusted brand for mobile ordering and food reviews to coincide with the massive influx of new mobile users. Originally founded as a system designed to expedite restaurant ordering from suppliers and servicers, Seamless did not shift into its current form until 2005, over six years after the company’s founding.
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