Home  › Marketing › Strategies
livingsocialtakeoutanddelivery

LivingSocial's 'Tipping' Point Challenges Seamless

  |  March 29, 2012   |  Comments

Daily deals marketer offers takeout and delivery specials.

livingsocialtakeoutanddeliveryOne of the caveats to buying a daily deal in recent years has been the requirement of having to use the voucher to dine in at the restaurant, adding the specter of a tip to the cost. There's little doubt that some meals bargain hunters have done the math and decided to instead order takeout/delivery off regular menus, bypassing the deals and possibly turning to Seamless.com to procure their purchase. But LivingSocial is now offering deals for takeout and delivery, aiming at Seamless.com's core business.

The ordering platform, dubbed "Takeout & Delivery," debuts today in 23 major markets, including Dallas, Chicago, Boston, Miami, Seattle, San Diego, and LivingSocial's hometown, Washington, D.C. First-time users are being offered a $10-for-$1 voucher to kick-start the program.

While that promotion is only available on LivingSocial.com, the Seamless-like ordering system will also be available on the daily deals company's mobile app. Users will find a Takeout & Delivery tab on the app, replacing LivingSocial's "Instant Deals" mobile offering. New York-based Seamless, a digital delivery service for restaurants, says it has more than 1 million registered users in the U.S. and London, as well as 300,000 downloads of its iPhone/Android app.

LivingSocial is aggressively incubating new business units to complement its core web-based daily deals product. The firm launched a pop-up restaurant and events space in Washington, D.C. called 918 F Street in February, and recently told ClickZ News it has been well-received.

Additionally, the Takeout & Delivery program points to a larger trend where daily deals brands like Groupon and LivingSocial and geo-social apps such as Foursquare and Scvngr continue to encroach on each other's turf. At South by Southwest last month, Scvngr CEO Seth Priebatsch told ClickZ News that he expected his one-year-old deals/loyalty app, LevelUp, to become his top business unit.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Resources

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...