Tina Solo

Tina Solo

GrubMatch

Photo from GrubMatch campaign. It shows a woman in purple satin pajamas and orange hair curlers, with a full face of makeup, holding up a pizza slice. She is looking straight at the slice, somewhat sensually, while the rest of the pizza is on a box by her lower torso.

Summary

GrubMatch is a spec campaign envisioning a meal-matching algorithm within Grubhub.

Inspired by dating apps, the new service would eliminate choice anxiety by recommending personalized meal options to users. Accompanied by a flirty campaign drawing parallels between love and food, GrubMatch positions Grubhub as the ultimate food app for tailored meal discoveries.

Created For

Grubhub — spec work developed at FAME, an eight-week creative program at Grey Group

Roles

Copywriter
Art Director
Graphic Designer
Motion Designer
UX/UI Designer

Challenge

In a city overflowing with possibility, deciding what to eat is as hard as deciding who to date. An overabundance of choice can create anxiety for users, and missed opportunities for food ordering apps. With so much to choose from, how does an app stand out?

Goals

Position Grubhub as the go-to food ordering app.

Eliminate choice anxiety through an algorithm that matches users with meals they’ll personally love.

Roll out the new service alongside a striking campaign drawing parallels between love and food.

Process

The concept for GrubMatch was initially developed and pitched in 2018 over a week-long period. In 2023, I revisited the project, expanding the prototype and beefing up the campaign, complete with a new color palette to reflect the evolution of Grubhub’s brand.

Initial Prototype
These first mockups were created to quickly get across the idea behind GrubMatch — a quizz-like experience to develop your taste profile so Grubhub can recommend not only restaurants, but specific meals just for you.
Campaign Concept
The initial pitch featured a simple campaign concept, centered around copy making connections between love and food.
Final Prototype
The final prototype shows a short version of the questionnaire as a user would find it in the Grubhub app.
Revisiting Campaign
With more time and resources to develop a campaign, I strengthened the original concept with bold, flirty photography and prototype previews.
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Campaign

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