Grubhub Delivers 2 Social Holiday Campaigns

Grubhub is turning to social media to raise awareness for the food delivery platform that averages some 267,000 orders a day.

Grubhub operates in more than 60 markets, including as Seamless in the New York City area. 

On Dec. 29, the delivery platform is hosting a New Year’s Day Delivery segment featuring culinary experts from Bareburger and Uno Pizzeria and Grill. The Seamless segment runs at 3 p.m. ET and the Grubhub segment at 4pm ET.

Alongside host Jeremy Jacobowitz, curator of the @BrunchBoys Instagram handle, these chefs will prepare a delivery-ready special menu — deemed recovery menu items — that will be available exclusively through Grubhub and Seamless on New Year’s Day. 

The chefs will showcase it being packaged and discuss the inspiration behind the dishes. The live event will also distribute eGift cards to viewers whose questions are answered on-air.



Then, on New Year's Day, Grubhub and Seamless will deliver these custom menu items to select markets across the country. People visit or to search for the closest Uno's Pizzeria and Grill, Buffalo Wild Wings or Bareburger.

This is the first time the delivery platform has used Facebook Live for both its Grubhub and Seamless brands.

"We’re always looking for more ways to celebrate our restaurant partners and put their amazing food in the spotlight," says Mallorie Rosenbluth, senior manager, social media, Grubhub/Seamless. "Facebook Live gives us a new platform to do just that while also reaching our community."

Earlier this month, Grubhub/Seamless teamed with social-media agency Likeable for a Snapchat promotion that incorporated the recently launched Spectacles glasses. The “day in the life of a delivery man” campaign mapped out a complete story that used most of Spectacles' features.

"We had more freedom with how we shot the story since videos are saved and imported via Bluetooth," says Rosenbluth. "One surprise was that it took some practice to figure out what shots look best on Spectacles, since the video is little different. In the end, we were able to produce an immersive experience for our followers that brought delivering joy to life."

Grubhub/Seamless approaches these experiences as a way to break through the holiday clutter, she says. "Spectacles were around long enough that people knew what they were, but they were still an innovative new feature of the platform. 

The brand is leveraging its vast, hyperlocal store of transactional order data to create a more personalized, better experience for diners. This, in turn, helps to deliver more restaurant and dish-level recommendations. Per the company, releasing these features has generated substantially more data on our diner's preferences as well as insight on what drives diner engagement and conversion higher.

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