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All Trailblazers Podcasts Takeout is as American as the automobile — and the two are inextricably linked, for as people started to take road trips and work farther from home, they needed food that could travel with them. From box lunches to oysters, small restaurants and food stands popped up everywhere. After WWII, with American soldiers returning home raving about this disc-shaped wonder they discovered in Italy, pizza became a popular and convenient choice.

Today, one in eight Americans eat pizza daily. But what if pizza could come to you? And, with the advent of the internet, Pizza Hut pioneered the online ordering process in — in fact, the first online purchase ever made long before books or clothes. GrubHub and Seamless capitalized on this marriage of delivery and the Internet, and are now running food delivery platforms that operate in cities and in 30, restaurants worldwide.

New CEO J. Patrick Doyle knew things had to change. And a 50 year-old company became a forward-thinking brand that was willing to disrupt itself. What was the first food item ordered online? Neil Ungerleider Is a Los Angeles based journalist, writer, and consultant. He reports for Fast Company magazine, covering emerging technologies. The place, the back kitchen of a restaurant in Conover, North Carolina. Two uniformed employees are goofing around.

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They joke around with each other, laugh, and then return to the task at hand, preparing food orders that are headed out for delivery. The man takes a strand of shredded cheese in his hand, holds it between two of riad fingers, and sticks it in his nose. And then he pulls it out and places it on the sandwich.

They continue.

Their actions continue to get grosser. But this one was to be believed, because what happened next was a truly amazing example of what can only pbone described as extremely poor judgment.

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Rather than make this disturbing moment just a thing between two coworkers, the woman decides to record it. And then she puts it online, on YouTube. And you can guess how this one turned out. Within 24 hours, the video went viral, being viewed almost a million times. No one wants their brand associated with something as disgusting as this. It has the potential to sink a brand, and it certainly may have sunk this one.

But it took the foresight of a brand new CEO and some incredible enterprising uses of technology to pivot this company out of the gutter. But before we look at where we are today, we need to go back, and learn how we got here. Kitchens in Pompeii were the domain of the upper class. The shops were mainly small rooms with counters built in the front.

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And embedded in those counters were earthenware jars that were filled with all sorts of food, all available for purchase. It was fast food before there was even a term for it. And if we fast forward to some less ancient history, we find ourselves in New York City. The disruptor that shook the industry, the automobile. Rather than eating, Americans were suddenly spending their leisure time driving, driving on vacations or just for lazy Sunday drives in the country.

And with all this driving came a craving for food that could travel with people on their adventures. And so the boxed lunch industry was born. Innovations in manufacturing and production processes meant that huge s of people were finding work in factories and on job sites farther and farther away from their homes. And to serve these workers who wanted to grab a bite on the job, small restaurants and food stands popped up everywhere.

Takeout was particularly big in New York City, where one of the most popular food choices was oysters. At this point, the Hudson River was still full of edible sea creatures.

And not only were they plentiful, but they were cheap. Those boxes of goodies from the sea could be taken out for lunch or back home for a convenient dinner from the city. Despite all this changing behavior, the takeout trade was still small potatoes compared to the traditional dine-in restaurants. But after the Second World War, and again thanks to technology, things once again shifted.

There was another disruptor afoot, and this time the impact was massive and unavoidable. The disruptor this time, television. It was also a form of entertainment. Writer and food historian Emelyn Rude. It basically just sucked up all of their time. It was a new entertainment. You went to a restaurant to be entertained, to have a good night out. And television now was that new thing, and everyone watched television. The restaurant industry, it really hurt their bottom line. So many restaurants entered the business of take home meals.

For the first time, anything that could be eaten in the restaurant could also be taken home. This may be something we take for granted today, but in the s, this was a huge shift. The concept of takeout food exploded. Emelyn Rude. And so in direct response, restaurants around the United States started offering television menus, is what they were called. At least the sweeter, more deep fried version of Chinese food that can be found in restaurants across America.

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Also popular was another culinary immigrant to the state. This one, a cheesy, crusty meal, something that went by the funny sounding name pizza. Italians had ses in the United States for almost a century, at this point. But then all of a sudden, all of these troops were raving about pizza and pasta and all these incredible foods.

And so it became hip, all of a sudden, to eat pizza. And today, one in every eight Americans eats fre every day, which is a lot. It was something that was send shock waves through the entire restaurant industry. Why go out for pizza when pizza could come to you?

Inthese brothers moved from Brooklyn to their new home in LA. There they opened up a restaurant full of Italian flavors. And the highlight of their menu, pizza. Franklyn was a vaudeville performer. To Franklyn, this spelled opportunity.

So he and his brother traveled across the country, where they opened the first pizzeria in Los Angeles. And it was a hit. In the early s, they introduced a new feature to their menu. And in finding phoe innovative answer to the disruption of television, home delivery was born.

Fast forward to the s. The internet had begun to take its hold on the world. Smart businesses knew that not only was home delivery still important, but in this new age, there were opportunities online that they needed to take advantage of in order to compete. Before customers could purchase books or clothes online, they could order a pizza. And that first pizza order, a large pie with pepperoni, mushrooms, and extra cheese, marked the beginning of a revolution. But while many restaurants eventually went online in one form or another, not all saw the value in online ordering.

That paved the way for yet another disruption. The pair was working as developers for the web site apartments. One day, while working, the two began grumbling about the frustration they felt while ordering food. First there was the hassle of paper menus. They were never around when you needed them. Then there was the inconvenience of digging into your wallet and reading out your credit card every time you ordered.

The developers were spending their days working on a geographic search engine for apartment rentals. The two developers collected hundreds of menus from restaurants in their Chicago neighborhood.

But the restaurants balked at the idea. Most already had websites, and the idea of paying to be part of another web site seemed like a waste of money. Then, another idea struck them. Instead of charging a fee to be featured on the web site, they could charge a commission instead. This no-risk proposition was irver win-win, and restaurants ed on in droves. They called their online ordering service GrubHub.