Food Delivery Apps Want to Deliver More Than Your Meal

Food Delivery Apps Want to Deliver More Than Your Meal

By Jelisa Castrodale | FoodAndWine.Com

Troy Warren for CNT #Foodie

Grubhub has expanded a partnership with 7-Eleven, while Uber Eats used its Super Bowl commercial to promote the delivery of non-food items.

The next time you’re craving a late-night pint of ice cream or a mid-morning can of Red Bull, Grubhub hopes you’ll double-tap their app and place an order through them. Grubhub has announced a partnership with 7-Eleven that allows Grubhub customers to order on-demand convenience store go-to’s like snacks, drinks, and some toiletries.

The Grubhub Goods program is expanding to 3,000 locations throughout the United States, after a successful test run in New York City. “Diners have come to expect more choices when they land on Grubhub, including convenience options, which we see as a natural extension of our marketplace and a way to bring more value to the entire Grubhub ecosystem,” Kyle Goings, Grubhub’s director of growth and new verticals said in a statement.

“We’ve been working with 7-Eleven for years to offer their locations on the Grubhub marketplace, and it was a no-brainer to team up with the convenience leader again and bring their operational expertise and scale to Grubhub Goods.” (And to celebrate this “no-brainer” of a partnership, Grubhub is currently offering its customers 50 percent off all orders over $15.)

Grubhub is the latest delivery company to expand its offerings to include convenience store deliveries. Last summer, DoorDash rolled out its DoubleDash service, which offers delivery items from 7-Eleven, The Ice Cream Shop, QuickChek, Walgreens, and Wawa.

If you watched the Super Bowl, you probably saw Uber Eats’ ads for “Uber Don’t Eats,” which featured The Daily Show host Trevor Noah tentatively chewing a stick of deodorant and White Lotus star Jennifer Coolidge biting into a tube of lipstick. In a statement, Uber Eats said that the ad campaign was to remind customers that they can order “grocery, alcohol, convenience, flowers, retail and more” through the app. (The commercials also got the attention of the U.S. Consumer Product Safety Commission. “Do not eat soap,” the agency warned on Twitter.)

Grubhub CEO Adam Dewitt told AdAge that one of the company’s goals is to find ways to increase customer loyalty: ostensibly, customers who order their convenience goods through Grubhub also place more restaurant orders, too. “There’s a number of different strategies that we’re pursuing,” he said. “At the end of the day, it’s really about getting the diner what they want.”

And, apparently, they want deodorant.

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By Troy Warren

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