ANALYSIS

Key Factors in determining the success & downfall of the Grubhub App

To understand the frequency of orders, in the top 5 states of US based on the respective cities, we have plotted a hierrachy for top 5 states representing the searched city count per order as a Grub Hub services as below:

We can observe that some popular fast-food chains such as McDonald's, Chipotle, 7-Eleven, Burger King, Subway, KFC, etc. tend to have a large customer base and are often among the most ordered restaurants on Grubhub. This is typically due to their presence in multiple locations in busy areas, making it easy for people to grab a quick meal.

The combination of brand recognition, convenience, affordability, menu variety, and effective marketing makes fast food chains like KFC, McDonald's, and Chipotle popular among consumers and contributes to their high order volume.

With thousands of restaurants offering a wide range of cuisines, Grubhub's platform allows users to easily browse and order from a variety of restaurants in the city.

The platform partners with restaurants that specialize in different types of cuisine, including American, Italian, Mexican, Chinese, Indian, Thai, Japanese, Greek, and more.

Customers can browse through the menus of different restaurants on the platform and order dishes that appeal to their taste buds. The Hierarchy circle chart below gives a quick sneak peek into the most preferred cuisines by the customers in respective states.

From the above chart, we can notice that 3.3% of all the orders ordered had vegan and vegetarian options, furthermore, only 0.2% of all the restaurants on Grubhub were purely Vegan restaurants. Below is a list of the top 10 Vegan Restaurants on Grubhub with respect to their ratings.

Customers expect their food to be delivered promptly and within the promised timeframe. Late deliveries or lengthy waiting times can lead to unhappy customers who may leave negative reviews or stop using the app altogether. Thus, Average delivery time is one of the most decisive factors in rating food delivery apps.  The below chart represents the average delivery time taken by Grubhub and Doordash to deliver their respective orders to the customers.

Food delivery apps are highly competitive, and speedy delivery times can be a key differentiator between them. Customers are more likely to choose an app that consistently delivers food quickly and efficiently. On Average, residents of Newyork had to wait for 61 minutes on Doordash for their order to get delivered, whereas Grubhub took 38 minutes to deliver the orders to their customers. 

In a move to avoid customer dissatisfaction and improve their services, Grubhub launched a new feature called ‘Grubhub Guarantee’. This guarantee ensures that customers receive their orders on time and that their orders are accurate and complete.

If a customer's order is not delivered within the estimated delivery time provided by Grubhub, they may be eligible for a refund or credit of up to $50

Delivery fees on food delivery apps like Grubhub vary depending on the restaurant and the location. The delivery fee is typically based on the distance between the restaurant and the customer's delivery address. However, from the below graph, we noticed a trend in the delivery fee which usually lies between $2-$4 for the majority of the orders across the top States in the USA

To get rid of the delivery fee, customers can purchase Grubhub+'s membership program, which can offer perks like free delivery and other discounts.

Just like all the other Food delivery apps, Grubhub allows customers to rate their experience and leave reviews after they have placed an order. Ratings and reviews are useful tools for customers who are trying to decide which restaurants to order from on Grubhub.