Seamless has entered into a definitive agreement to acquire MenuPages to provide a full-service experience for consumers looking to discover, research and order from local restaurants.

The companies claim that the acquisition will offer the most comprehensive and accurate local restaurant content across more than 50 cities. Seamless and MenuPages have nearly 1 million in combined mobile downloads.

?Seamless and MenuPages have been partners for more than two years,? said Ryan Scott, vice president of marketing at Seamless, New York. ?Currently, if a restaurant is partnered with Seamless and has enabled online ordering, its listing on MenuPages includes a link to order food via Seamless.

?Today, this acquisition is a natural next step for both companies to realize their vision of being the best, most comprehensive resource for food and restaurant information,? he said.

?Seamless is already a leader in online and mobile food ordering and take-out ? it has 7,500 restaurant partnerships in 37 cities and is projected to generate over $400 million in managed volume in 2011.?

Through its Web site, mobile Web, and native applications for the iPhone, Android and BlackBerry, Seamless offers full menus, ratings, reviews, and exclusive discounts from an extensive network of restaurants in New York, Washington, Boston, Chicago, San Francisco, Los Angeles, Philadelphia and London and other United States cities.

MenuPages is a comprehensive provider of up-to-date menu content on the Web.

Mobile acquisition
Combining Seamless? mobile commerce technology with MenuPages? database of restaurant menus will result in a much stronger mobile reach and greater hyperlocal targeting capabilities, per Mr. Scott.

The closing of the acquisition is expected to take place by Oct. 3.

After the closing, Seamless will immediately welcome MenuPages employees to the Seamless family, bringing its total employee count to 240.

Additionally, New York Media will continue to do all ad sales on the menupages.com Web site.

?According to Google, 30 percent of all food-related searches occur on mobile devices,? Mr. Scott said. 

?Within the past year, Seamless has experienced meteoric growth in mobile and is currently seeing up to 20 percent of peak-day orders placed on mobile devices and will process over 1 million mobile transactions by year end across iPhone, Android and BlackBerry.

?Implementing the vast resources MenuPages has to offer ? particularly menus and user-generated content, ratings and reviews ? will provide a richer experience for the customer, both online and on mobile,? he said.

Mobile future
Currently, Seamless is developing its tablet app, which will be released this fall.

?Additionally, plans are in the works for mobile integration between Seamless and MenuPages ? in addition to a few other surprises, which will not be revealed at this time,? Mr. Scott said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York