Grubhub will start sharing more detailed guest data with restaurants, part of a few updates to its toolkit for operators unveiled Thursday.
Restaurants will now be able to see how different customer segments are performing. They can view data such as total sales, average order value and average daily orders from new and existing customers as well as members of the Grubhub+ program.
Restaurants can compare Grubhub+ subscribers to non-members. / Images courtesy of Grubhub
That data should help operators make smarter decisions about how they spend their marketing dollars, said Liz Bosone, VP of restaurant success for Grubhub, in an interview.
Previously, restaurants could only see aggregate information like month-over-month sales and gross food sales.
The update improves upon that but stops short of giving restaurants access to data on individual customers, something many have been asking for from third-party delivery providers.
Bosone said that more segmented audience data has been a top request from restaurants.
“They’re not as fixated on knowing exactly who the person is,” she said. “It’s just, ‘How do I reach this type of guest?’
“We are obviously adding more and more information, and hopefully this is a real value add for them,” she added.
The company is also streamlining the process for how restaurants dispute refunds when a customer has a problem with their order.
Previously, a restaurant had to either call, email or online chat with a Grubhub representative. Now they can click a button and fill out a form that will automatically generate a ticket for the Grubhub team.
Restaurants can dispute a refund up to 30 days after an order is processed.
The company said this will reduce the time it takes to dispute a refund from 10 minutes to one.
“This has been a big request for years,” Bosone said.
An agent will respond to a refund dispute within 24 hours.
Grubhub will also do more to encourage restaurants to have their menu items professionally photographed.
Grubhub offers restaurants free food photography, noting that having pictures on the menu can lead to 70% more orders and 65% higher sales.
A banner reminds restaurants to schedule a menu photo shoot.
Restaurants will now be reminded about this service more often. A banner that allows restaurants to opt into a photo shoot will pop up every 30 days after a restaurant snoozes it and 90 days after a photo shoot is booked.
Bosone said the more persistent reminders will help ensure that new menu items like LTOs and seasonal specials get the photo treatment.
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