Grubhub's approach to engaging consumers
Diana Marszalek
Posting pictures of food on social media has become a culinary ritual for millions of consumers. But Grubhub, the online takeout and delivery service, was struggling to capture that passion.
"Food is the second most shared and pictured item on the internet, after friends and family," Barbara Martin Coppola, its Chief Marketing Officer, told delegates at the Association of National Advertisers' (ANA) 2016 Digital & Social Media Conference in Colorado Springs. "We were missing something in our on-demand world."
As shown by the prevalence of food-based imagery everywhere from Instagram to niche platforms...