Grubhub enhances customer insights with order frequency data

Grubhub enhanced its customer insights in September 2023 with data about order frequency.

Grubhub, a prominent player in the food delivery industry, has introduced a valuable tool for its restaurant partners to gain deeper insights into customer behavior. This new feature, Order Frequency insights, is designed to provide restaurants with a comprehensive understanding of specific customer segments, enabling them to enhance their engagement strategies.

With Order Frequency insights, restaurants can access data on the top 10% of customers by order volume and Grubhub+ members, who represent the most loyal patrons of the restaurant. By identifying and analyzing these customer cohorts, restaurants can tailor their promotions and loyalty programs to cultivate even stronger relationships with their most valued guests.

Liz Bosone, Vice President of Restaurant Success at Grubhub, emphasized the significance of this addition to the Grubhub for Restaurants portal. She noted that restaurant partners leverage Grubhub not only as an acquisition tool to attract new customers but also as a means to build lasting relationships and drive customer retention. The new insights empower restaurants to identify their most loyal customers and devise effective strategies to encourage more frequent ordering.

Providing customer insights is becoming increasingly vital for third-party delivery aggregators, as it enhances the platform’s value and equips restaurants to make data-driven business decisions. Uber Eats and DoorDash have also prioritized this aspect, integrating customer data insights into their platforms over the past few years.

Uber Eats offers benchmarking data through its manager app, allowing restaurants to compare their marketplace operations with others. It also provides insights into menu views and loyalty relative to competitors. On the other hand, DoorDash introduced a Reporting API tool that enables operators to download data related to operations, sales, and finances.

In an industry where dine-in sales are rebounding, making customer data readily available can significantly benefit partner retention efforts. By providing restaurants with tools to understand and engage their most loyal customers effectively, Grubhub aims to enhance the success of its restaurant partners in an evolving landscape.

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