Dive Brief:
- ASAP, formerly known as Waitr, has partnered with FoodBoss, an online food delivery search engine, the company said Tuesday.
- The agreement will increase ASAP’s access to new restaurant brands and boost its customer reach.
- This deal is ASAP’s first major partnership since its rebrand earlier in August, and aligns with the company’s expansion strategy.
Dive Insight:
Now that ASAP delivers everything from flowers and groceries to alcohol and auto parts, the company is focusing on boosting its visibility. ASAP has long held less than a 1% market share in restaurant delivery, but its focus on expansion could start to move the needle.
FoodBoss provides customers the ability to see every online food delivery and/or pickup option for available restaurants for free, according to the release. Its search engine covers over 165,000 restaurants in over 50 cities, according to its website.
As of June 30, ASAP operates in about 1,000 cities across the U.S. Historically, the company focused on secondary and tertiary markets, but its strategy has shifted following its rebrand. ASAP is now targeting higher volume markets, but isn’t expecting to be a market leader, CEO Carl Grimstad said during the company’s Q2 2022 earnings call.
“If we could scrape off some orders here and there and have exposure to a greater level of consumer, it’ll bode well for everything that we’re doing,” he said.
Earlier this month, ASAP began delivering to Central and Northern New Jersey, marking its first entry into the New York/New Jersey market. The company also signed a proprietary deal to provide mobile food ordering, debuting last Sunday at MetLife Stadium. That deal will provide ASAP visibility to 70,000 to 80,000 people each time there’s a concert, game or event, Grimstad said.
