Between Yelp, Citysearch, Geopage and Urbanspoon, there's certainly no shortage of places that people can go to find information about local restaurants. Despite that competitive landscape, a new entrant is moving into the Seattle online restaurant directory business. Chicago-based GrubHub -- led by former Classified Ventures developers Matt Maloney and Mike Evans -- is looking to carve its niche by focusing only on those restaurants that provide delivery. In addition, the company helps restaurants solicit online orders through an iPhone app and the GrubHub Web site.

In that regard, GrubHub's Amy Le said that Urbanspoon -- which doesn't offer online ordering to restaurants at this time -- could be viewed more as a partner than a competitor.

And GrubHub isn't the only one that's looking to make online ordering more efficient. As we've written about in the past, Jim Bricker's Order Mapper is trying to do much the same thing with its iPhone app for pizza joints. Meanwhile, Kudzu Interactive's Snapfinger, an Atlanta online restaurant ordering system, just inked a $7 million venture round.

GrubHub claims that restaurants can boost their delivery orders by 20 percent by implementing the online ordering system. The company -- which has more than 4,000 restaurants utilizing its online ordering system -- plans to book more than $70 million in food sales through its restaurant partners this year.

GrubHub was founded in 2004 after the founders won the University of Chicago's Booth School of Business New Venture Challenge. It now offers service in 10 markets, including New York, San Fran and Portland.

The Seattle service is launching with about 200 restaurants in the directory.