> People who live in the suburbs without cars.

I've ordered lots of Instacart in NYC and Chicago. I used to have it drop off a few things at the office for lunch, and a few to go in the fridge for lunches later in the week. Consider that Instacart will charge 10% to deliver a baguette and some cheese, which can make lunch for several people. This is a way better deal that Seamless.

Seamless charges what amounts to a 25% markup to deliver food which has often taken so long on the way to its destination and ends up relatively unappetizing.

In NYC the startup Maple has tried to solve the soggy Seamless problem by improving logistics. I haven't tried it, though, so I don't know if they were successful.