Grubhub says it’s buying Foodler, a small Boston-based rival that also provides an app for ordering food.
Grubhub didn’t say how much it’s paying for Foodler, but it said it is paying cash. Foodler’s app will help Grubhub in its effort to make better use of data to serve up takeout and delivery options to users based on their individual tastes and buying habits. Foodler’s app allows customers to rate specific menu items, down to the ingredient level. The ratings become part of the diner’s profile.
Foodler operates in Boston, Chicago, New York, San Francisco, Providence, R.I., and Washington, D.C. Grubhub operates in more than 1,000 cities.
Buying Foodler “will enhance the Grubhub marketplace—particularly in Foodler’s hometown market of Boston—allowing us to connect our diners […]