Waitr Gets Serious About Broadening Delivery Platform

Delivery platform Waitr is moving away from its restaurant roots as it shifts to a “deliver anything” model, unveiling new branding to go with its new name: ASAP.

Waitr on Monday said it would officially switch to the new name and identity later this summer as it emphasizes delivery across a wide range of categories, including food, alcohol, convenience, flowers, auto parts and more.

The brand announced its new name earlier this month.

“The rebranding embodies the future direction of our company in which you can get everything ASAP,” said Carl Grimstad, CEO and chairman of the board of Waitr, in a statement. “Our vision is delivering ‘anything’ to consumers, same day, from any type of business. With ASAP, we will bring our best-in-class food delivery services to a broader range of products.”

Waitr said this is the first step in a broad reimagining of the Lafayette, La.-based company that was founded in 2013 and operates in about 1,000 cities.

“We’re leveraging a wonderful opportunity to broaden our capabilities with new innovations and enhancements,” Grimstad said. “The upcoming changes build upon and reinforce our outstanding reputation for the quality service we provide our loyal customers and partners.”

The new name and logo are designed to appear “fresh and dynamic,” Waitr said, with a bold color palette that signifies the company’s same-day delivery focus.

Waitr recently started delivering CBD products in Texas, with plans to expand the service.