Thrillist x Grubhub
Thrillist partnered with Grubhub to make food exploration as easy as it is exciting, breaking delivery fans out of their tried-and-true ruts by introducing them to the culinary diversity they crave.
To encourage customers to step out of their culinary comfort zones while also highlighting the diversity of options and types of restaurants found on the service, we also aligned our content with key calendar moments throughout the year such as Black History Month and Pride Month, helping to show that diversity can, in fact, be delicious.
Unwrap It
Our Insight
While consumers may say that their delivery choices are driven by a hunger for variety, a 2021 survey showed that comfort foods like chicken fingers, Pad Thai, and chicken tikka masala still reign supreme when ordering for delivery.
So why the discrepancy? Could it be that Americans want more variety but perhaps analysis paralysis is holding them back from getting what they truly desire?
Grubhub’s Objective
Introduce customers to new tastes, new flavors, new experiences, and new cultures through the lens of food exploration.
Our Solution
To help audiences break free from the confines of their own ordering decisions, we took it upon ourselves to introduce them to their new Thrillist-approved dishes and the chefs responsible for creating them. Each video went behind the scenes with our chef as they walked us through the flavors and inspiration behind their favorite dish on their menu.
To encourage our viewers to seek out exciting new food delivery options that also help out underrepresented communities in the culinary space, we strategically aligned the release of our content with cultural moments throughout the year such as Hispanic Heritage Month and Pride These episodes were focused on chefs that best represent their respective community as well as the dishes they’re most proud of - helping drive awareness and traffic for their restaurants during key moments throughout the year.
Birria with Chef Jonathan Zaragoza
This Chicago chef breaks down birria — and the 300-year-old recipe his family uses to cook it.
Vegan Caribbean With Mike and Nicole Nicholas
This Brooklyn couple is converting folks to healthier eating, one Caribbean vegan dish at a time
Celebrating Pride with Carbs
We invited Mouthfeel Magazine editor Mac Malikowski and Drag Queen Jasmine Rice LaBeija to a slumber party. (It was as fun as it sounds.)
Our Solution (con’t)
We also partnered with influencers to create ‘Why you should try…’ social content for TikTok and Instagram Stories, where creators gave viewers reasons to order from their personal favorite restaurants on Grubhub. Creators posted their picks to their own personal pages, with additional amplification across Group Nine Media social handles.
Our Solution (con’t)
Lastly, Thrillist took to social to create a series of market-specific Instagram Stories that introduced some of our favorite local dishes to our audience, driving directly to Grubhub to order.
The Results
3.9M+ video views across 10 videos
51.6K total pageviews to sponsored articles
2M video views to social videos
+12 pt Unaided Brand Awareness Lift
26K+ campaign clicks to Grubhub.com