• by Steve Ellwanger , May 17, 2022

 

Yes, there is such a thing as a free lunch today—provided it costs no more than $15.

From 11 a.m. to 2 p.m., the tab was on Grubhub, which for the past week has blanketed New York City with out-of-home placements spanning office building elevators and subway shelters encouraging people not to skip lunch as they adjust to new work habits.

The campaign is based on a survey for Grubhub by National Research Group in which 72% of working New Yorkers agreed lunch is the most important meal of the day, yet 69% skip the meal because they’re too busy.

“As we enter a new phase of the pandemic and people begin to find hybrid working models and re-establish new lunch habits in general, we wanted to capitalize on this moment to help our diners reclaim that lunch hour,” Grubhub senior vice president of growth marketing Ariella Kurshan tells Marketing Daily.

“We know that lunch is really important to workers, but many people are skipping lunch because of busy schedules.”

To engage with the 35% of working New Yorkers who say they don't take a lunch break because their calendars are booked, the OOH ads direct them to a dedicated website where they can opt in for a calendar invite reminding them of the free lunch.

For the study fielded in late April, 1,000 respondents in the New York City DMA were ages 18-44 and employed full-time for at least one year. They work in an office setting or outside the place of home full-time, or in a hybrid, work-from-home/in-office or on-site environment.

According to Kurshan, one of the campaign’s goals is to help people discover restaurants of which they are not aware.

“We’re not looking to just optimize for one transaction or order. We want our customers to know that we’re with them as they establish new habits.”

The free-lunch offer was also available in most counties in New Jersey, Long Island and parts of Pennsylvania.

 

 

 

 

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