Case Study: Grubhub scales customer-centric product strategy and improves diner ordering experience with Optimizely

Grubhub Scales customer-centric product strategy, connecting diners with restaurants

Grubhub, a pioneer in food delivery since 2004, connects diners and restaurants across more than 1,200 U.S. cities and London, serving over 9 million active diners and 55,000 restaurants. The company faced the challenge of transforming a paper-based ordering world into a scalable digital experience while staying innovative amid a competitive landscape and constantly shifting diner needs—forcing product teams to prioritize features and align stakeholders around what matters most to customers.

Grubhub addressed this by building a data-driven, customer-centric product strategy that leverages rich behavioral data and a unified platform to test and iterate on improvements to selection, speed, and pricing. The result is a more streamlined ordering experience, better alignment across product teams, and the ability to reach and serve a much larger audience of diners and restaurants.

GrubHub

Aaron

Director of Product