"When you take this a step further and look at the data involved, it starts to become clear that Grubhub sees itself as the Amazon or the Expedia of F&B. In fact, Grubhub CEO Matt Maloney indicated that one of the goals of the LevelUp acquisition was to improve the data abilities to the point where the company can go beyond telling a customer about the best restaurant but can also tell them the best dish in their area."