GrubMatch
Summary
GrubMatch is a spec project envisioning a meal-matching algorithm within Grubhub.
Taking inspiration from dating apps — and accompanied by a flirty campaign drawing parallels between love and food — the new service would effectively eliminate choice anxiety, positioning Grubhub as the ultimate food app.
Client
Grubhub — spec work developed at FAME, an eight-week creative program at Grey Group
Roles
Copywriter
Art Director
Graphic 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 idea for GrubMatch was conceived and pitched over the course of one week in 2018. In 2023, I revisited it, expanding the prototype and beefing up the campaign, complete with a new color palette to reflect the evolution of Grubhub’s brand.
Campaign
