Grubhub connects diners with more than 300,000 restaurants in over 4,000 U.S. cities. To build engagement, the company wanted to send its 30 million diners a year-end summary of their Grubhub activity. To do this, Grubhub partnered with Braze, leading to a 100% increase in social media mentions and an 18% lift in word-of-mouth mentions.

Grubhub Deploys Data to Engage Diners With Personalized Communications

Grubhub came up with the idea for an email with a yearly summary of ordering activity for diners. The idea was to create a truly personalized experience—one that would attract attention while delivering a message and offering the opportunity for diners to reconnect with local restaurants that they’ve ordered from over the last year.

Designing this email required ingesting a good deal of diner data and figuring out which data fields to use in presenting diners’ activity in an engaging way. Using the Braze API, the data was fed into 32 custom attributes directly from Grubhub’s data warehouse.

Everything in the email is dynamic, from the color scheme down to the header image to the dining history data for each diner. Braze Content Blocks, our modular content feature, made this process easy and largely automated once the email was designed. Liquid, a flexible personalization feature supported by Braze, allowed Grubhub’s team to easily view and test different message iterations, ensuring uniform functionality across recipients.