Jaff Sabet

Client: GrubHub

Purpose: Help GrubHub expand their amount of users, increase the number of food orders, expand the quality of brand interaction.  

Contribution: Copy and concept. UX + UI.

GrubHub, America’s fastest growing food delivery company puts smiles on faces and food in the mouthes of thousands of hungry people daily. Through GrubHub's web portal or mobile application, people can order food from all of their favorite restaurants, and have it delivered right to their front door.     

How GrubHub Snap works:

If you’re a gamer in the thick of it, or watching your favorite flick, you no longer have to stop what you’re doing to order food.

Once you have GrubHub Snap installed on your system, just say, "Xbox, I'm hungry." 

This command launches GrubHub Snap in snap mode, an unobtrusive app where you can quickly order all your favorite food on the fly without missing a moment of your show or game. 

If you say, "Xbox, I'm starving." GrubHub Snap will automatically reorder your last order.

You don't need to press pause, or wait till the commercial break to order food. Although, you might still need to get up to open the door.*

Use your Xbox One, Get free Grub.  

Utilizing Xbox Live's built in achievement system, GrubHub can easily partner with games, television shows, and movies in a way that has never been done before. You can earn food discounts and coupons by doing certain things - earning Xbox Live Achievements. 

Did you successfully watch every episode of Bob's Burgers this season? You've earned a discount at your favorite burger spot.

Did you reach the level cap in Call of Duty? GrubHub thinks you deserve an extra dessert for all your hard work.

This cross-platform marketing directly effectively engages users, positioning GrubHub as your real friend. A step up from the run-of-the-mill CRM.

In-game advertising reinvented.  

For more than 20 years brands have partnered with video game developers to produce in-game advertising (IGA) that could fortify their brand awareness, and drive people to purchase their products in the future.

A typical IGA can be integrated into games through displays in the background, in-game billboards, or a commercial during the pause when games load.

While technology has gotten better over the years, the placement of these in games hasn’t. Mainstream brands often feel out of the context of the game or disconnected from the person playing.

How GrubHub Snap’s in-game advertising does it differently:

GrubHub Snap is the first to bridge the gap between IGA with a point of sale inside the same virtual environment. GrubHub works together with your favorite game developers to make your experience better than ever. When you’re playing your favorite game, you’ll only see advertisements from all your favorite local restaurants. If you feel hungry, call out, and GrubHub Snap will be waiting for you

Outcome:  

GrubHub Snap expands the number of GrubHub users by tapping into Microsoft’s 57 million Xbox Live subscribers.

GrubHub Snap decreases the average Click-To-Order from the current portals ten clicks to less than four clicks. Reduces the time it takes to order from 5 minutes to less than a minute.

It expands the reach of GrubHub's involvement with customers by inventing a new way to interact with people and rewarding them for doing things they love to do.