Grubhub adds app features including recommendations, priority delivery
Grubhub is significantly expanding the functionality of its consumer app.
The on-demand delivery platform, which began as a restaurant delivery service but also fulfills digital orders from drugstore retailers such as CVS and grocers such as Albertsons, is adding six new features to its consumer app. Highlights of each upgrade follow:
Cross-sell placement
Based on user feedback that they appreciate menu item recommendations, Grubhub’s new "You might also like" suggestions on the app cart screen, shows users recommended items while confirming their order details.
Priority delivery
Priority delivery is a new feature that allows users to receive orders delivered by Grubhub couriers faster. At checkout when available, users can select priority delivery for $2.49 and receive a faster estimated time of delivery than standard delivery.
For Grubhub+ membership program participants, the company offers priority delivery at a lower cost on eligible orders. For a limited time, Grubhub+ members can try priority delivery at no extra cost. Availability depends on a user’s location and Grubhub delivery supply in a given market.
Live activity tracking
In an attempt to make it easier for users to know where their order is in the delivery process, Grubhub has added a live activity tracking feature for iOS devices. Live activity tracking allows users to stay updated on their order status and ETA directly from their home and lock screens. Previously, users would have to wait for a push notification or click into the Grubhub app.
Self-service order not received
This feature lets users automatically report and resolve issues by visiting Grubhub’s help page. Without having to talk to an agent, users can request re-delivery of their order with no fees or a full refund back to their account.
Homepage personalization
Grubhub now provides a selection of more than 30 personalized recommendation carousels on its app homepage, such as retailers from a user’s favorite cuisine, items similar to the user’s most ordered item, new nearby retailers, and convenience or grocery retailers.
To show the most relevant content for users, Grubhub uses historical click-through and conversion rates to select which carousels they see, as well as factors such as whether the user is new or returning, time of day, day of the week, and location.
For return users, Grubhub shows recommendations that factor in their past order history, such as similar retailers to their most recent orders. The company intends for this improved homepage personalization to let it display the most relevant recommendations for each user, increasing the likelihood they place an order in that moment and the future.
Wallet
In an effort to better display various user credits, the new Grubhub Wallet feature enables users to view all their credits before placing an order. Since launching this feature, Grubhub says it has seen higher utilization across all credit types.
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“With the speed that technology and user expectations change today, advancements that keep Grubhub ahead of the curve and strengthen the user experience are crucial,” said Kiran Chandran, VP, consumer product, Grubhub, in a corporate blog post. “We’re proud to keep improving our product with new features that make ordering food easier, faster and more enjoyable for everyone.”
