New York (CNN Business) GrubHub is getting crushed by competition, so it's fighting back with a new service that targets diners who want to pick up their food instead of having it delivered to them.

GrubHub unveiled new technology -- dubbed Ultimate -- on Thursday that makes it easier for people to order food to go and track exactly when the meal will be ready.

GrubHub GRUB The Ultimate service works with theapp but also with restaurant kiosks that let people order in person. Kitchen staff at the restaurants that GrubHub is partnering with will also have access to Ultimate, allowing them to see orders in real time. Restaurants using the service will also have a digital display board showing how orders are being processed.

"Most people do not want to order in person or by calling if they have an alternative, and by integrating pickup with delivery orders our restaurant partners have a complete picture to more efficiently manage their operations," said GrubHub CEO Matt Maloney in a statement.

Ultimate has already been tested through a pilot in more than 100 restaurants in New York City and Chicago as well as on the campus of Ohio State University, according to Padma Rao, vice president of special projects for GrubHub.

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