Grubhub Makes it Easier to Complain About Your Food

By Features PCmag

Ordering food online is convenient, but which place in your neighborhood has the best burger or pizza, and which one will deliver it hot and in a timely manner? A recent Grubhub update makes it easier to rave about last night's dinner (or gripe about a long wait time).

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Customers will now be able to grade their dining experience based on the accuracy of a food's delivery time, how accurate the order was, and the food's quality, all of which will be displayed on each restaurant's Grubhub (or Seamless) page.

The feature, which puts Grubhub squarely in competition with user-generated review sites like Yelp, might irk restaurants that will need to keep closer tabs on reviews. Grubhub senior vice president Sudev Balakrishnan, however, believes that the feature could also help restaurants by allowing them to gain more insight into their what Grubhub users like (or dislike) about the restaurants. He also believes it could help them find individuals who do a better job at the key ingredients that make takeout so handy.

"We saw an opportunity to empower our diners by giving them accurate information on the aspects of the ordering experience they care about most, so they can make the ordering decision that best meets their needs," he said in a statement. "At the same time, we are able to help restaurant owners attract and retain more loyal diners by providing transparency into the factors that influence the rating of their restaurant."

According to Grubhub, the company collects 70,000 data points from its customers each day via surveys asking diners to rate their experiences. All that data will now be used to share how well a restaurant performs across the aforementioned metrics.

This article originally appeared on PCMag.com.