Grubhub Enhances App Personalization, Adds Priority Delivery Option

Grubhub now has 30 personalized recommendation carousels on its homepage, spotlighting merchants with delivery ETAs of 30 minutes or less, merchants featuring the customer’s favorite cuisine and more. The delivery platform also has created a Wallet feature; live activity tracking for orders in process; add-on recommendations at checkout; and a more automated process for reporting problems with an order.

Additionally, Grubhub has added a Priority Delivery option that promises faster-than-standard delivery for $2.49 per order. Grubhub+ members will be charged a lower fee, and for a limited time these loyalty program members can access the service at no cost.

Grubhub uses a number of data points to personalize each customer’s homepage, including historical click-through and conversion rates and whether it’s a new or returning customer, along with time of day, day of the week and location. Returning customers see recommendations based on their past order history, such as merchants that are similar to their recent orders.

“This improved homepage personalization allows us to display the most relevant recommendations for each user, which increases the likelihood they place an order in that moment and the future,” wrote Kiran Chandran, VP, Consumer Product at Grubhub in a blog post.

Live Tracking and Cross-Selling Features Added

The new Wallet feature, accessible from the Grubhub homepage, provides a view of all customer credits, including gift cards, Care concessions or Grubhub+ credit as well as stored credit cards. Chandran reported that Grubhub has seen higher utilization across all credit types since launching this feature.

To make it easier for customers to track their orders, Grubhub has added Live Activity Tracking for iOS devices. Customers now get updates on order status and ETA directly on their home and lock screens; previously, they would have to wait for a push notification or click into the app for more information.

Grubhub has created a cross-sell placement feature at checkout with “You might also like” suggestions displayed as customers confirm their order details. Additionally, the new Self-Service Order Not Received feature gives customers the ability to report and resolve issues by visiting the Grubhub “Help” page. Customers can request re-delivery of their order with no fees, or a full refund back to their account, without having to talk to an agent.

In June 2024, Albertsons added 1,800 supermarkets to the Grubhub Marketplace.