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ChowNow, a cross-platform ordering and marketing technology provider for restaurants, has revealed a tie-up with Google that will see its mobile Google Wallet payment system made available to thousands of independent eateries across the U.S.

Founded in 2012, ChowNow gives restaurants easy access to online ordering “templates,” and includes marketing consulting services that let merchants tailor their online strategies and incentives. Unlike competitors such as GrubHub or Seamless, ChowNow doesn’t provide a single platform for all restaurants to sell and market their wares — it’s all about personalization through dedicated mobile apps, websites, and Facebook Pages.

With Google Wallet now in tow, ChowNow gives its existing clients additional payment and promotion functionality, allowing Android-using customers to store credit cards, loyalty cards, and gift cards. Diners can then make payments using near-field-communication (NFC).

Ultimately, this move is all about removing the friction for restaurants to bring their businesses into the connected age, with m-commerce a growing trend in the retail space. All ChowNow clients’ ordering apps have received the update automatically as of today, at no additional cost.

“We continue to uphold our mission of helping independent restaurants compete with larger chains by providing them with technology that would be both difficult and cost-prohibitive for them to build themselves,” said Chris Webb, CEO of ChowNow, in a press release.

Today’s news comes less than two weeks after the Venice, California-based startup announced a $10 million series B round, taking its total funding to almost $18 million to date, including a $3 million series A round back in 2013.

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