Grubhub's approach to engaging consumers

This event report details attempts by Grubhub, the online takeout and delivery service, to deepen its engagement with consumers.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands