Campaign Imminent: GrubHub relaunches loyalty program (Score 64)

Sales Lead: GrubHub recently relaunched a refreshed version of its paid loyalty program, GrubHub+.

• The company also established a partnership with Shell's Fuel Rewards program.
  • GrubHub+ members can receive gold status in Shell's program.
  • GrubHub works with other brands such as Amazon Prime, Lyft, and Bank of America
• The company will likely:
  • ​​​​​​​Launch a new campaign promoting GrubHub+
  • Pursue additional brand partnerships
  • Return to higher spend
  • Conduct additional agency reviews following one last year (more below)
• Target demographic: 
  • ​​​​​​​B2C: Gen-Z and millennials
  • B2B: Businesses that have loyalty programs

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: GrubHub has allocated roughly $5.3m toward national TV commercials YTD, less than a third of the roughly $18.6m allocated by this point last year.
  • Last year: The company allocated around $24.9m toward this channel last year after having allocated 35% more, around $33.6m, in 2021.
  • 2023 ad programming: GrubHub's 2023 commercials have targeted Gen-X watching shows such as The 65th Annual Grammy Awards, Survivor, the 80th Annual Golden Globe Awards, ABC World News Tonight with David Muir, and Figure Skating.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the company has spent approximately $36m on digital ads, up 33% from the approximately $27m spent within the same 2022 timeframe.
  • YTD data: GrubHub has earned ~4.5b digital impressions YTD via Instagram (36%), YouTube (35%), Facebook (26%), desktop display (2%), and mobile display (1%) ads.
  • Last year: The company's estimated full-year 2022 spend of $47.4m reached only about half of that of $91.4m in 2021.
• Additional channel insights  
  • The company utilizes Google Ads along with print (Hispanic newspapers), radio, digital, local broadcast, OOH, Facebook, Instagram, TikTok, and online video (via Youtube Android, Youtube IOS, and Youtube.com) ads.
  • GrubHub sponsors podcasts such as The Joe Rogan Experience, The Herd with Colin Cowherd, Stories from NPR, The Dan Patrick Show, and Wait Wait... Don't Tell Me!.
  • It also invests in short-form DRTV ads.
    • ​​​​​​​GrubHub has widely dispersed network TV coverage and will likely launch a new campaign within the coming 60 days or so.
    • The company's top TV networks include WAPA, AZT, GALA, DESP, and UNI.

Additional agency insights:

• Opportunity: Reach out soon, if you haven't yet done so, to remain top-of-mind in case GrubHub seeks additional new agency partners following its 2022 hire of PR and creative AOR Golin.
• Current agency roster:
  • ​​​​​​​Golin: PR and creative AOR (April 2022)
  • In-House: Media
  • Universal McCann: Media, programmatic, and digital AOR (all strategy, planning, buying, and data and analytics - February 2022)
  • Known: Creative agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser; DRTV insights by Media Analytics.