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

Here’s what they say…

“What Vesta and this community gave us the opportunity to do was to tap into this super valuable subset of our diners and learn from them how we can turn other diners into brand loyalists and just get everyone on their level, like our dream is to have everyone be as engaged as our Tastemakers and just opening that feedback loop for them, has been instrumental, just in informing strategy and making optimizations.”

Logo of Grubhub

Amanda Allbee
Sr. Marketing Associate, Grubhub

“We’ve seen a huge increase in brand loyalty through this program. One loyalty survey showed that the majority of our advocates were also members of our subscription service, and we saw an increase in members who consider our brand to be the preferred choice over competitors. Our advocates have ultimately become more brand loyal due to our connection with them through Vesta.”

Logo of Grubhub

Amanda Allbee
Sr. Marketing Associate, Grubhub

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.