Grubhub is proud to be recognized with the UserTesting Illumi Award for Emerging Innovator — and it came out of one of the biggest moments of our year. We recently made a bold move: removing delivery and service fees on restaurant orders over $50, supported by a campaign during the Big Game. As soon as the campaign launched, we ran three parallel research studies to capture real-time customer reactions. Within 48 hours, we had clear feedback. Customers were excited about the offer, but we identified opportunities to make the experience even stronger. Teams across the business moved quickly to update parts of the app and campaign creative while the campaign was still live. That fast feedback loop helped us improve the customer experience during a high-visibility moment — driving stronger AOV, better brand perception, and a campaign that delivered on its promise. The combination of customer insight, speed, and cross-functional execution helped turn a bold idea into meaningful business impact.
In my market, users tend to complain about missing orders and drivers canceling before delivery. As the senior driver in my area, I would like to see more attention paid to those of us drivers who go above and beyond to ensure that both ends of the customer service are done to everyone's satisfaction. This is hurting my bottom line when I'm losing money due to other people doing bad things. You are the third owner since I started, and things in my market are getting worse.