Grubhub Direct affords small eating places self-service web sites, native ordering
Grubhub is leveling the playing field for smaller, independent restaurants by offering them the same technology that well-known restaurants have long enjoyed through its new Grubhub Direct self-service platform. This new service is aimed at restaurants with one unit up to restaurants with approximately 25 locations. It includes the ability to create your own order websites, features to receive customer data, and customer relationship and loyalty tools to retain and retain customers after their initial customer order.
According to Theresa Dold, vice president of agency services and products for restaurants, Grubhub Direct leverages the technology and expertise gained in the acquisition of LevelUp in 2018, the back-end technology that powers the native website and apps for large restaurants that have been in the past Have worked with Grubhub for years.
“I come from the LevelUp acquisition, where we have developed hundreds of restaurant apps for corporate partners over the years. However, with Grubhub Direct we are really focusing on independent restaurants and small chain restaurants looking for the same technology that the bigger players with bigger technology budgets could build for themselves, ”she said. “We have the team, talent and expertise to understand how we can take advantage of all of these offerings and integrate them into a self-service tool and solution for independent restaurants.”
According to Dold, developing Grubhub Direct took countless hours of engineering, product research, and asking restaurant owners what they wanted in a product like this. This resulted in an offering that allows restaurants to create, customize, and have a native ordering website and loyalty solution up and running in a matter of minutes. Menu descriptions and images, as well as other important information, are taken from information already hosted on the Grubhub Marketplace app. This is a quick way to create a branded website that restaurant owners can create and tweak on their own.
“Provided you have all of these thoughtful, advisory conversations with your account manager, you can take advantage of these decisions that work on the Grubhub Direct website,” she added.
The entire Grubhub Direct solution suite includes website design. Customer relationship management, which includes diner data with names, email addresses and order history; the ability to confirm and cancel Grubhub orders; an administration portal for menu, opening times, finances and other restaurant settings; Loyalty and promotions to attract new guests and acquire existing customers; and take care of the support to contact the Grubhub support team by phone, chat or email.
Grubhub does not charge restaurants or restaurant commissions on orders from Grubhub Direct. Restaurants pay standard processing fees for credit cards and optionally a so-called “competitive delivery fee only if the restaurant has Grubhub drivers deliver for them”.
This means restaurants can deliver their own orders and not pay shipping costs through Grubhub Direct. Grubhub waives setup and monthly hosting fees for Grubhub Direct until April 2022. Access to diner data, loyalty programs and promotions through Grubhub Direct is always free, the company added.
“We heard them,” said Matt Maloney, CEO of Grubhub, of the company’s efforts to listen to and learn from independent restaurant partners. “Restaurants want more opportunities to build their brands online and get a loyal base of diners through their own channels,” he said. “That’s why we’re opening our pipes and enabling restaurants to use our technology to build their own brands and communities online.”
Grubhub Direct is similar to the recent switch from DoorDash to a three-tier dealer price structure, in which the commission-free online ordering product Storefront is free in addition to the fees for payment processing.
It will be particularly noteworthy how these native or low-cost third-party ordering solutions are having on the myriad of businesses that have sprung up giving independent restaurants the ability to create their own in-house ordering platforms.
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