Building the perfect sandwich restaurant requires a few things: high-quality ingredients, fast service, and a reliable delivery system—elements that Counter Service knows a thing or two about. 

This NYC sandwich-y spot is a unique restaurant rooted in the city’s culinary culture. Started by Chipotle founder, Steve Ells, Counter Service is on a mission to serve great food, aiming to reach as many sandwich-loving people as possible, whether they’re grabbing a bite at the counter or through delivery. 

Counter Service’s name is a nod to the places we love in New York that do their best work across a counter. We’re building something that’s rooted in the city but is designed to spread.

Alonzo Page, Head of Growth at Counter Service

For customers looking for house-made goodness, this is the spot to try. Counter Service makes just about everything, including roasting their own meats and baking their own desserts. And, the few items that aren’t made in-house are created by expert local chefs, like a chef in New Jersey who makes the restaurant’s pickles. 

When it came to bringing the level of service and speed necessary to keep hungry diners satisfied, the Counter Service team knew they’d need a reliable delivery strategy that could help get the job done. They turned to Grubhub and Seamless for valuable results.

“Grubhub and Seamless have deep roots in New York, just like us. It made sense to show up where our customers already ordered,” said Page. “These platforms help us connect with even more people like us: hungry, fast-moving, and sandwich-loving.”

Expanding reach with Grubhub delivery and marketing

Because of Counter Service’s goal to get delicious sandwiches to as many customers as possible, it’s no surprise that delivery is a natural part of the business. Partnering with Grubhub gave the restaurant access to a growing customer base, powerful marketing tools, and a reliable network of delivery couriers.

By joining Grubhub Marketplace, Counter Service’s menu appeared not only on the Grubhub app but also on Seamless, Grubhub’s affiliated platform beloved by New Yorkers. This dual placement instantly broadened visibility across two trusted delivery apps, helping the brand reach new diners without sacrificing the quality or care that defines its sandwiches.

How the Revitalization of Seamless Drove Business

Seamless was founded in 1999 as one of the first online food delivery websites. Nearly a decade after Grubhub was founded in 2004, Grubhub and Seamless merged in 2013. With the Seamless relaunch, Grubhub has revitalized Seamless’s visual identity and added a new slogan, “How New York Eats,” while also advertising more flexible service and small order fees.

When Grubhub began reinvesting in Seamless in 2025, its efforts to reintroduce the platform as a go-to choice for both diners and merchants quickly paid off. The Seamless refresh reenergized New York’s food delivery scene — and Counter Service was perfectly positioned to benefit.

With renewed attention on the Seamless app, Counter Service’s presence there amplified its reach even further, leading to a 2x increase in weekly sales and stronger connections with high-frequency New York diners.

“We see Grubhub and Seamless like anyone else we do business with: partners bringing what each of us does best to the table. We bring the sandwiches,” said Page.

By leveraging both platforms, Counter Service tapped into a dense local network of loyal customers, built brand awareness among new audiences, and drove incremental orders — all through a partnership designed to help restaurants grow.

Doubling weekly sales and boosting ratings

So, how has a partnership with Grubhub changed Counter Service’s performance over the last year? Since its debut in early 2025, the numbers have skyrocketed—especially after the Seamless relaunch. In fact, weekly sales rose 10X in under 90 days, from mid-February 2025 to early May 2025. The team has accomplished this all while maintaining about a $30 average order value and a 4.8-star rating in the apps. 

With a healthy mix of newcomers and loyal regulars, Counter Service is steadily building its presence among New Yorkers. This is thanks, in part, to Grubhub and Seamless, with more than 25% of weekly sales coming from these two platforms.

Looking ahead: What’s next for Counter Service

This is just the beginning for Counter Service. This restaurant plans to double down on what’s working: sandwiches, smart promos, and partnering with Grubhub and Seamless. There are already four locations, with plans for additional openings in the future. 

With its growing customer base and a clear vision, the restaurant is leaning into growth without sacrificing food and service quality. The partnership with Grubhub and Seamless will continue to play a role in connecting with more hungry customers as it scales. 

“As we expand and reach new neighborhoods, we plan to work with Seamless and Grubhub to serve as many sandwiches to sandwich-loving people as possible,” said Page.

Are you a merchant looking to grow your reach and expand order numbers, too? Partner with Grubhub and Seamless today to tap into our network of hungry customers. 

Disclaimer: This case study is anecdotal and data points cited were provided directly by Counter Service. Individual merchant performance varies based on a number of factors and results are not guaranteed.