GrubHub Customer Retention Plan���Niamh Walsh, Zachary DuFort, Aidan Sullivan, �Ingrid Akshia, Ryan Donnelly

Target Demographic. Consumer Priority.�GrubHub Wallet.

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Agenda

• Research Purpose
• Questions & Hypotheses
• Research Method & Procedures
• Major Results
• Recommendations
• Implications
• Conclusion

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The current project aims to understand what [18 to 24-year-old] customers value in a food delivery service and what GrubHub can do to get more customers.”

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Research Purpose

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Questions & Hypotheses 

Overall Research Question:

• Why would young customers choose Grubhub over competitors (mainly DoorDash and Uber Eats)?
• What’s important to customers ordering food delivery?
• Why are customers loyal to a food delivery service? 
• What aspects of the customer experience make a food delivery service stand out?
• What’s the best food delivery service possible look like? 
• What could GrubHub do to increase customer loyalty?

Our Hypotheses

1. GrubHub does not have a competitive advantage in the industry that attracts loyal customers.
2. Target demographic values convenience above all; they have no loyalty to a specific platform unless it provides the highest degree of convenience for them.

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Research Method and Procedures

In-Depth Interview

- 5 Respondents 

- 18-24-year-olds

- 7 topics 

- 114 Questions

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Online Qualtrics Survey

- 201 Total Respondents

• Target Group: 98

- 18-24-year-old’s

- 32 Questions

Secondary Data

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Major Results

text

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Functionality

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Device Usage

• Target demographic opts to order via smartphone by drastic comparison
• Leads to conclusion that food ordering apps are in high-demand

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Loyalty

- 2/5 (40%) interviewees claim to have more than one delivery app on their phone

- Remaining 3/5 (60%) interviewees have only one, but that app is not GrubHub

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1.  Increase Convenience

How do we do it?

• Order and organize rewards, coupons, gift cards, etc. into condensed and labeled tabs within the app - conveniently accessible for customers

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Why should we do it?

• Target demographic values convenience above all else
• Gain competitive advantage; this is an untapped aspect of the market competitors have yet to expand to

Benefits: (move to implications)

• Increased exposure to GrubHub, word of mouth about the new feature 
• Creates a stronger bond between the consumer and the app; Consumer favorability for what's most convenient 
• Increase usage of the platform itself 
• Reduction in non-recyclable materials that restaurants distribute 

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2. Improve Functionality

How do we do it?

• Redesign the app; include new features and improve navigation to reduce time spent ordering
• Advertise new design

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Why should we do it?

• A redesigned app appeals to customers’ desire for quick and easy ordering
• Competitor apps have better navigation; potential GrubHub customers lost over easy fix

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Benefits: (move to implications)

• Increased probability of previous GrubHub customers returning to check out new update – possibility of them staying

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3. Build Loyalty

How do we do it?

• Universal Rewards, guaranteed redeemability
• Reloadable cards
• Double dipping
• Centralized wallet ^ convenience and functionality = loyalty from the most disloyal customers

Why should we do it?

- Because GrubHub has hardly any loyal customers, only passing users

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Benefits:

Members of top-performing loyalty programs are 77% more likely to choose your brand over the competition (Bond).

Companies with strong loyalty marketing programs grow revenues 2.5 times faster than their competitors; generate 100-400% higher returns. (HBR).

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GrubHub Wallet

• Here you have a list of items
• And some text
• But remember not to overload your slides with content

Your audience will listen to you or read the content, but won’t do both.

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