Grubhub bites into transparent ordering

An on-demand food delivery platform wants to eliminate silos from the process of fulfilling orders.

Grubhub is launching “Ultimate,” a new proprietary hardware and software solution designed to integrate all restaurant ordering channels into one system. The digital workflow solution connects the front and back ends of a restaurant directly with customers, creating a transparent view into their order status.

Ultimate will provide a customer view into orders placed for pickup or delivery on the Grubhub digital platform, at an in-store kiosk, or directly with a cashier. There are four components that make up the Ultimate technology – a lightweight POS system with direct integration to the Grubhub web and mobile app, heads-up customer displays to show real-time order estimates across all channels, in-store self-ordering kiosks to complement the Grubhub app, and a kitchen display system.

In addition to ordering ahead via Grubhub, in-store ordering kiosks are designed to allow restaurants to migrate employees away from the cash register and back to food prep lines and fulfilment areas, expediting and ensuring accuracy of orders and increasing throughput. Real-time estimated times of arrival (ETAs) appear once an order is placed. In an effort to drive further efficiency, the queue seen by customers is identical to that seen by all employees throughout the restaurant, sharing automatic updates at each stage of the order process.

Currently in over 100 locations, the Ultimate pilot rollout has focused on New York City and Chicago, where Grubhub reports restaurants have seen pickup demand impact their bottom line. 

"Ultimate is exactly what I was looking for but didn't know it," said David Morton, co-owner of Chicago-based DMK restaurant group. "We have designed our new restaurants around this technology because it allows us to provide better service to our customers with less effort and cost. This is a game-changer in quick-serve and fast-casual restaurants."

"Diners have come to expect ordering ahead for pickup to breeze through busy rush hour crowds and grab their morning coffee or lunch, but currently they can only enjoy this convenience at large QSRs. Ultimate now gives restaurants of any size this ability to please diners with an easy, digital pickup experience," said Matt Maloney, Grubhub founder & CEO. "Most people do not want to order in person or by calling if they have an alternative, and by integrating pickup with delivery orders our restaurant partners have a complete picture to more efficiently manage their operations."

Grubhub partners with more than 140,000 restaurants in over 2,700 U.S. cities and London.