Dive Brief:
- Grubhub is adding a host of consumer-oriented features in an effort to improve its interface, the company announced Thursday.
- The delivery firm is adding customized offer carousels to its homepage, with the content based on “historical click-through and conversion rates,” among other factors. Other major additions include a centralized wallet feature allowing customers to track gift cards, Grubhub+ credits and lines of credit associated with their accounts; suggested additions to orders at the checkout screen; and a new $2.49 priority delivery feature, which Grubhub says makes orders more timely.
- Grubhub’s changes to the structure of its consumer-facing app could help it regain market share. Grubhub accounted for about 8% of third-party restaurant orders in the U.S. in March 2024, compared to 23% for Uber Eats and 67% for DoorDash, according to Bloomberg Second Measure data.
Dive Insight:
The checkout recommendation feature may help drive incremental sales for Grubhub's partner restaurants by acting as a form of upselling.
“With our new ‘You might also like’ suggestions on the cart screen, users are shown recommended items while confirming their order details,” Grubhub said in the release.
Grubhub also added live activity tracking to its iOS app, so consumers can follow the progress of an order without opening the app or waiting for a push notification. The final feature added as part of the overhaul is the Self-Service Order Not Received function, which makes it possible for users to “request re-delivery of their order with no fees or a full refund back to their account,” without having to speak with an agent.
Competitors Uber Eats and DoorDash have both updated their customer-facing tools in recent months, with Uber adding Uber One for students in May, as well as more thorough allergy disclosures. DoorDash added chat monitoring designed to detect harassment between customers and workers in March.
Grubhub, meanwhile, has been growing its relationship with Amazon, which offers Prime subscribers access to Grubhub+ for free. Grubhub’s subscription program typically costs $120 annually. The companies have worked together since 2022, but Grubhub’s market share in the U.S. has remained stubbornly low, despite the massive number of Prime customers with easy access to its premium features.
