They may be on Seamless or Grubhub (both the same company) so that their business may be noticed in the crowded NYC delivery market, but when they can offer a +25% reduction in delivery price by having their own site you will see people using GrubHub as a directory not an ordering platform. What I am getting at is that it is not a sustainable business model, especially because chain restaurants which make up most of the growth in restaurants can afford to make and market their own ordering platform. Also for a small business outside of a "hip" city there is little traction for a service which creates bad faith with customers by jacking up prices, which I've seen can make some people really angry.