• by Danielle Oster , April 22, 2025

New Yorkers reportedly never stopped loving Seamless, so the original delivery service is kicking off a relaunch campaign built around a nostalgic icon of New York City food culture: the dollar slice of pizza.

Seamless 2.0 follows a series of acquisitions. Back in 2013, GrubHub acquired Seamless and merged the brands. The Seamless brand was phased out after Just Eat Takeaway subsequently acquired GrubHub in 2020 for a reported $7.3 billion. Then, last year, Just Eat Takeaway agreed to sell Grubhub for a reported $650 million to New York-based food ordering company Wonder Group.

“Even without dedicated marketing support to the brand, there was a bond with consumers that really was just impenetrable,” Marnie Kain, head of brand and creative for Seamless/Grubhub, told Marketing Daily.

Following Wonder’s acquisition early this year, the company was “very focused on becoming the super app for mealtime across first and third party marketplaces,” with a “renewed interest in investing in New York City and the brand that started the entire category,” Kain added.

To mark the occasion, Seamless is enticing New Yorkers with a culinary staple thought lost to inflation, the dollar pizza slice. From today, April 22, through May 20, New Yorkers can visit the SeamlessDollarSlice.com campaign landing page to find the closest participating restaurant, and place their dollar slice order directly through Seamless.

“When we think about New York City and Seamless being the brand that personifies how New York eats, pizza is culture… it drives community, social interactions, and, specifically for New York, it was always about the slice -- and the dollar slice,” Christopher Krautler, director of consumer PR for Seamless/Grubhub, told Marketing Daily,

Krautler noted that the initiative arrives just over two years since 2 Bros. Pizza, one of the last remaining holdouts, increased the price of a slice to $1.50.

So, after landing on the idea a few months ago, the brand reached out to restaurants to find partners. Krautler said those partners were “really receptive” to the idea. “They know this was something their customers really missed,” he explained.

The initiative spans some 48 different restaurant locations across the city’s five boroughs, as well as one Long Island location. Grubhub and Seamless “also worked with different partners to help co-fund this” to bridge the gap for participating partners to make $1 slices a reality again, at least until the end of the campaign.

Krautler explained to potential partners that the takeout initiative would result in added foot traffic as well as added exposure from Seamless marketing materials for the campaign, including paid social advertising and influencer partnerships. Among the brand’s influencer partners are popular food-focused Instagram accounts @marcosworldnyc and @hungryartistny.

The Seamless relaunch campaign also includes refreshed branding (while retaining the “How New York Eats” tagline, a redesigned app, and a new visual brand identity appearing across OOH activation (including in NYC subway systems, LinkNYC kiosks, urban panels, commuter rail networks and transit shelters). Seamless partnered with creative agency Forsman & Bodenfors on the relaunch campaign.

The campaign exemplifies Seamless’ brand focus going forward as well. “This activation is the first of many actions to reestablish ourselves as the iconic and authentic food delivery choice of the city,” Kain said.