eComm & Gen Z | Case Study

How Grubhub Uses a Brand Community to Connect with Diners and Drive Referrals

Grubhub needed a home for key target diners to spread advocacy and drive conversion among new customers. Today, their Tastemakers online communities, built for both general diners and Gen Z on college campuses, have generated thousands of brand engagements, authentic user-generated content, and proprietary insights, with 90% positive brand sentiment.

Scroll down to see how they achieved these tasty results.

90 %

Positive Brand Opinion

53,000 +

Community Members

33,000 +

Pieces of UGC & Recommendations

110,000 +

Survey Responses Collected

Leverage Diner Voices to Elevate Positive Sentiment and Referrals​

Word-of-Mouth is a powerful tool to help drive conversion and to increase brand equity among a target audience. Grubhub activates its online brand communities to participate in campaigns that spark social sharing – posting photos on Instagram, hosting virtual dinner parties with friends and much more.

Acquisition of Zero-Party and First-Party Data to Optimize Go To Market Strategies

With always-on access to the Tastemakers communities, Grubhub can obtain predictive insights through Vesta’s robust research-gathering capabilities. Whether it’s a custom survey, a quick poll or a discussion board, Grubhub captures important information to inform their strategies to maintain their market standing.  

Promote and Amplify Target-Specific Brand Initiatives 

Grubhub created a dedicated Tastemakers community to drive marketplace delivery at targeted college campuses and to drive overall awareness among the college student market. With Vesta’s advanced segmentation engine, delivering relevant offers that appeal to college students is easy, and most importantly, it is easy to scale.