"When SeamlessWeb was founded in 1999, the dot-com bubble was nearing its peak and the word 'web' was on the tip of everyone’s tongues," the company formerly known as SeamlessWeb writes on its blog. "No wonder we thought it was such a good addition to our name! And with the iPhone and mobile apps many years away, we kind of had a point. The web ruled the day and we made ordering food online a seamless process. Simple enough, right?"

Now that the food delivery service is refocusing on mobile big time--the company expects mobile could be responsible for half its orders in two years--they've decided to simplify the name to its stoner shorthand: "Seamless." (As in, "We Seamless-ed some Thai food" or "Get on Seamless, it's a quesadilla emergency.")

Seamless recently spun out from owner Aramark into its own division and took a minority equity partner for a fresh $50 million, presumably some of which was used to pay someone to write this tagline: "Seamless is now the present and the future of food ordering."

This week in New York start-ups:

TO DO LIST: Maker Faire at Etsy, tonight at 6:30. Get together and talk about doing. Behind on your mainstream? The Social Network is screening at Pier 63. Hack and Tell at Meetup, tomorrow. There will be electronic fireflies! More hacking to be had at Red Bull Creation, this weekend at McCarren Park. And last but not least in the hands-on hacking category, submissions are now being accepted for World Maker Faire.

General Assembly is hosting a Selling to Middle America class, in which the co-founders of Jump Ramp Games will talk about how to get people to use Foursquare and Turntable.fm in Missouri, etc. Seems relevant, but they could have given it a less-condescending name. Selling to Customers Who Make Up the Vast Majority of the Consumer Web Market and Are Essential for Many Start-Ups to Succeed, perhaps?

The first Startup Health Roundtable announced for next week, at Meetup.

CH-CH-CHANGES. HopStop, menaced by Google Transit, launched a new site. Can the two co-exist? Google has the world to cover; HopStop, a local start-up, is betting they can at least do New York better. Background Check App for the Android launched (for instant recon on those potential dates you're scoping on HowAboutWe's recently-launched app)). "The appropriately named “Background Check App” is the first of its kind for Android and users are responding enthusiastically." SeamlessWeb is also about to get more seamless.

FIRST RESPONDERS. LocalResponse is hiring someone team-oriented to be lead software engineer. Bessemer Venture Partners, the oldest venture-capital firm in the U.S. according to itself (they invested in Carnegie Steel!), is hiring analysts. Job-seekers with an interest in education should also look at Knewton and Drop the Chalk, both hiring.

Wiley Cerilli in native garb.

The corporate world can keep "business casual." But SinglePlatform's Wiley Cerilli has another way to describe the start-up uniform. "I’m trying hard to coin the style 'business shabby'" Mr. Cerilli told The Next Web." How's the coinage catching on? "It’s not working, but I’m trying."

Mr. Cerilli spent 10 years running sales at SeamlessWeb, the local online delivery hub/vacuum suction on Betabeat's wallet, before launching SinglePlatform last January. His new service, which is hiring, lets restaurants upload info like menus, photos, and specials and then updates that on SinglePlatform's hundreds of publishing partners like hotel and city guides and app developers.

So what constitutes "business shabby"?

It’s the combo of jeans, flips flops, t-shirts/dress shirts, and sweatshirts on top during the winter. I rock flip flops for 9 out of 12 months a year. I feel my best in jeans, flips flops and a dress shirt, but there is nothing better than switching gears to a nice suit.

I have a host of college t-shirts, probably around 20 and growing from Marquette to Texas. I dropped out of NYU when I was 19 to join my first startup and never went back, so I feel like I can wear any college t-shirt.

Yeah, we think we've seen the type around town.

SeamlessWeb, which sold to food service provider Aramark in 2006, is on track to handle $400 million in sales this year. The company doesn't actually take orders, but it processes them through the web and mobile apps for more than 3,850 New York City restaurants. 

There is a grassroots movement in the Bronx to get more SeamlessWeb coverage in their borough. "The bottom line is that we can start getting these type of services that Manhattanites take for granted, but it won't happen unless we create a demand for it," the Bronx News Network blog writes.

A survivor of the dot-com days, SeamlessWeb is experiencing a fresh burst of growth thanks to the proliferation of mobile devices, with less functional browsers and lacking a mouse, making a single app with thousands of restaurants an appetizing download.