Dive Brief:

• Grubhub added Order Frequency Insights to Grubhub For Restaurants to provide operators with data on how often customers order from them, the company said Thursday in a press release. 
• Restaurants can view order frequency over the last 90 days in the Customer Insights page. 
• Order Frequency is an expansion of Grubhub’s Customer Insights tool, which was added to the portal in May. Restaurants can view and filter sales and metrics by new and returning customers and Grubhub+ and non-Grubhub+ members.

Dive Insight:

Grubhub said the order frequency data gives restaurants a deeper understanding of the behavior of specific customer cohorts. Restaurants will be able to see the top 10% of customers by order volume and Grubhub+ members, both metrics that showcase the restaurant’s most loyal customers. Grubhub offers links for operators to click on that explain how restaurants can use promotions and loyalty programs to boost frequency of these valuable guests. 

“Our restaurant partners leverage Grubhub as an acquisition tool to attract new customers, build relationships with these customers, and drive retention. They’ve been asking for more tools that help them do all three,” Liz Bosone, vice president of restaurant success at Grubhub, said in a statement. “With our latest addition of Order Frequency insights within the Grubhub for Restaurants portal, we’re providing our partners with tools and data that will empower them to not only understand who their most loyal customers are, but how to best engage with them to drive more frequent ordering.”

Offering customer insights to restaurant partners is increasingly important for third-party aggregators because doing so increases the value of the platform and helps restaurants make better business decisions. Uber Eats and DoorDash have also enhanced their platforms with customer data insights within the past few years. Uber Eats offers benchmarking data in its manager app where restaurants can compare their operations on the marketplace to others as well menu views and loyalty relative to others. DoorDash added a Reporting API tool for operators to download data on operations, sales and finances.

With delivery sales declining at multiple chains as guests return to dine-in, this sales data can help with partner retention as well.