Tuesday, March 26, 2013
Mobile Dining with GrubHub
Every month, millions of hungry diners go online or use their GrubHub app to search for restaurants near them that offer delivery and pickup. According to GrubHub, the majority of consumers using the mobile app are young professionals. They work late and live on pickup and delivery. This crowd typically orders out one to two times during the week.
Restaurant owners say that using GrubHub has exposed them to new markets. On average, a restaurant that is listed is viewed 165x a day by hungry diners. Potential customers are searching for food on their mobile — can they find you?
Overall, people love using this app. Consumers can directly order from their home, office, or car and easily find and select local restaurants. There is no waiting or standing in lines and no order mistakes because the customer controls the ordering process. Also, with GrubHub, consumers can see their order history and can select past orders to quickly re-order (my favorite).
While consumers are enjoying using mobile ordering, restaurants have been slow to adopt proper and effective mobile ordering capabilities. Only 35% have online ordering, while only 16% offer a way for consumers to order via mobile. From a consumer point of view, I love mobile ordering, especially GrubHub. It is just pure convenience. From a business point of view, I love it even more. It can expose your business to a wide array of new consumers that were not accessible before.