The consumer gift card market continues working to stay in step with the on-demand economy. To the growing list of brands offering gift cards, the food-delivery services Grubhub and Seamless can now be added. The two announced that they will now offer online gift cards, allowing consumers to gift one another with a takeout meal.
The announcement comes shortly after ride-request services Uber and Lyft
announced their own gift card initiatives, reflecting how the gift card market is adapting to meet demand from services driven by mobile apps. But while the transportation companies introduced physical cards sold in stores (CVS and Target in the case of Uber, Starbucks in the case of Lyft), the Grubhub
cards will be available as e-gift cards only.
"This is a great gift for the holiday season and beyond -- for loved ones, including new parents, students, and busy professionals," Grubhub Seamless, the parent company of both brands, wrote in its announcement. "Or, for any loved ones who just plain love food."
The cards from both brands can be customized with personal messages, videos, and images. Purchasers can also select from a handful of pre-made designs and themes created in the respective style and branding of Grubhub and Seamless. For example, Seamless card themes include "Thai one on tonight," "You're a slice above the rest," and "Thank you from the bottom of my ramen." The e-cards can be sent by email (on a date selected by the buyer) or printed at home, and are available in any dollar amount, from $10-$10,000. The recipient can then enter the code from the card in at checkout to put the value of the card toward a meal ordered through the services. The cards do not expire.