THE PROBLEM
How does going hyperlocal help you become the number one food delivery service across the US?
THE BUSINESS CHALLENGE
Having been acquired by Just Eat Takeaway, GrubHub started 2023 with a fresh positioning but lacked the insight and strategy to articulate that for local audiences. They also had knowledge gaps in terms of what would ultimately grow their dominance across key us cities.
They had a brand tracker and demographic segmentation but didn’t have a good handle on the consumer decision framework in the category at a national or local level.
HOW WE HELPED THEM
Knowledge gaps and neighbourhood nuances
The first step was understanding what GrubHub already knew and what they didn’t. We reviewed their nationwide and local insights and data to identify knowledge gaps and generate hypotheses.
We also spoke to key stakeholders to understand how to make the the final deliverables as clear and actionable as possible.
Before going into field, we conducted a cultural analysis of each city in order to help us refine our sample criteria. It was crucial that within each city focus we took into the account the nuances of key neighbourhoods.
WHAT DID WE DELIVER?
A strategic playbook for how to win in each city.
We then conducted immersive co-creation workshops with consumers in New York and Chicago to deliver a detailed understanding of how people are navigating the food delivery landscape.
From this we identified a range of tensions, barriers and opportunities for GrubHub, delivering a strategic playbook for how to win in each city.
As the project evolves, so does our broader strategic understanding of how GrubHub creates efficiencies in it’s nationwide strategy.
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