📱 New In-App Wallet Feature
Grubhub announced the launch of an in-app digital wallet, displaying available credits like gift cards and rewards. Kiran Chandran, Grubhub’s VP of Product and Design, noted that making these credits visible could encourage consumers to spend more, adding items like sides or desserts to their orders. The feature aims to make users aware of their funds and boost check sizes as they order.
💵 Addressing Economic Pressures
The wallet feature is introduced at a time when many consumers are cutting back due to economic pressures. A PYMNTS Intelligence study found that 52% of quick-service restaurant customers preferred pickup over delivery, driven by inflation. Grubhub hopes that by simplifying the spending process, customers might be more inclined to spend a bit more despite these pressures.
🎯 Personalized User Experience
Alongside the wallet, Grubhub has revamped its homepage to offer a more personalized experience based on factors like user history and location. Although 83% of consumers want personalized offers, only 44% find them relevant. Grubhub aims to close this gap by tailoring recommendations, streamlining the ordering process, and reducing the time spent deciding what to order.
📈 Boosting Loyalty and Spending
Grubhub’s strategy isn't just about increasing per-order spending but also about fostering customer loyalty. By solving pain points and making the ordering process smoother, the company hopes to turn casual users into frequent customers. Chandran believes that these enhancements will create a better user experience, encouraging customers to return regularly, even in tough economic times.
Will Grubhub’s new features make you spend more?
