The key to winning the public’s favor is to make life easier for us. We love simplicity and convenience, and we welcome companies that deliver like long lost siblings (that would be rich, good-looking siblings, not the broke manipulative type).
Seamless, the food delivery website that connects people with local restaurants, just lived up to its catchy tagline “We exist to make hungry people happy” by announcing that it will generate more than $100 million in revenue this year. By charging a small service fee for each transaction, Seamless has created a popular, lucrative business model poised for continued success.
As PR experts, we’re fascinated by brands that resonate so strongly with the public by offering something so simple. In principle, the old-school system of directly contacting restaurants to place a delivery or pick up order couldn’t be any easier. Adding a middle man would only complicate matters, right?
Seamless saw opportunity in the public’s hunger for variety, because even the most obsessive compulsive basement-dweller doesn’t want to eat the same food every day. Human beings like diversity, especially when it comes to our palates: We want to know what our options are, and we appreciate a little guidance on the quality of those options. If only all of that information could be compiled in one simple, user-friendly place…
Seamless’s greatest achievement, however, is its revenue stream. Somehow, the brand has managed to insert itself between the customers and restaurants and make a sizeable profit without either side vocally questioning where, exactly, those profits are coming from. Do the fees cut into restaurant profits? Are they being passed onto the customer? How does the relationship between the service and the businesses that make it run work, exactly?
We don’t know! And to be honest, we don’t really care.
Industry experts know that some of the successful PR strategies focus on what not to focus on. Well done, Seamless.
Oh, and before we forget: check out this 2012 tour of the Seamless office!