Grubhub Inc. Marketing

Grubhub Inc. Marketing

Overview

Grubhub Inc. is a mobile and online marketplace for ordering and delivering food based in America, with its headquarters in Chicago, Illinois. The company is a link between local take-out restaurants and people looking for meals, or diners.  The company came up in 2004 with Matt Maloney and Matt Evans as the founders. The enterprise has since expanded its operations into 3,200 cities within the US and became a publicly-traded company as of April 2014 following its merger with Seamless in 2013. Seamless is also a platform for ordering meals online, and it is mobile. It deals with regional restaurants within the US and in London. The terms of the merger were that Seamless would own 58% of the company in equity, while Grubhub would own 42% in equity.  Grubhub has now acquired 115,000 partner restaurants. After all these acquisitions, the company now has a presence on over 50 markets within the US, some of which include Southeast Florida, Atlanta, Pittsburg, Phoenix, Las Vegas, Philadelphia, Portland, Los Angeles, Chicago, San Francisco, Denver, San Diego, Detroit, and Brooklyn or Queens. Grubhub has 19.9 million users as of 2019 data, with roughly 2,773 employees as of Jan 2020. The rival businesses for Grubhub include Just Eat, Deliveroo, and UberEATS in London. In the US, the rivals are Uber Eats, online restaurants, DoorDash, Amazon Restaurants, Postmates, and EatStreet.

History

Mike Evans and Matt Maloney established Grubhub in 2004 as a paper menu alternative in Chicago, Illinois. This business plan won a first-place award in the Edward L. Kaplan New Venture Challenge in 2006. The venture received $1.1 million in November 2007 in funding to expand into New York and San Francisco. A further $2 million in funding came in March 2009, $11 million in November 2010, and $20 million in March 2011. All the funds came from venture capital firms, including Origin Ventures, Leo Capital, Amicus Capital, Benchmark Capital, and DAG Ventures. More funding amounting to $50 million came in September 2011 for the acquisition of a rival enterprise called Dotmenu and based in New York. AllMenus and CampusFood were subsidiaries of DotMenu. Seamless acquired MenuPages in the same month. In May 2013, Seamless and Grubhub announced a merger whose completion was in August 2013, with Seamless owning 58% in equity and Grubhub owning 42%. The new company, GRUB, went public in April 2014.

In February 2015, Grubhub made two acquisitions, namely DiningIn (operating in Brighton, Massachusetts) and Restaurants on the Run (RoR) (operating in Aliso Viejo, California). DuningIn was an online platform for ordering and delivering meals, and RoR delivered food for corporations. Grubhub’s next acquisition was in December 2015 for Delivered Dish. This enterprise was a delivery service for restaurants spread across seven markets with locations in the Southwest and Northwest Pacific, such as Las Vegas, El Paso, Denver, Albuquerque, San Diego, and Portland. Next in line was the May 2016 LAbite acquisition. This business was a delivery service for restaurants based in Los Angeles. August 2017 saw the signing of an agreement for Grubhub to take over Eat24 from Yelp, with the acquisition coming to completion in October of the same year. However, Grubhub ended Eat24 operations towards the end of 2018. Grubhub acquired some assets from Order Up in 2017 and others in 2018, completing the taking over of the 11-franchise owned business in October 2018. A platform for payment solutions and diner engagements called LevelUp and located in Boston was another Grubhub acquisition that occurred in September 2018. Another purchase that occurred in November 2018 was for Tapingo, a food ordering platform for campuses based in San Francisco.

Expansion Project

Grubhub intends to introduce a new service called Grabhub+, beginning in July 2020. The Grabhub+ service will be a subscription program that allows users to enjoy free and unlimited delivery of meals from associate restaurants for later payment. As such, there will be a weekly subscription for weekly payment and a monthly subscription for monthly payments. To use this service, a user would have to download the Grubhub+ application from the Apple Store or Google Play Store and register as a user with full names and payment details. The program will have a seven day free trial period to sell the experience to users before giving them the option to either subscribe or unsubscribe from the program. A user will begin making payments on confirmation of the subscription. Notably, users have to place an order for meals that cost $15 or more to be eligible for the unlimited free delivery service. Additionally, a monthly subscription will cost $15 for the whole month, whereas a weekly subscription costs $4 per week. Of importance to note is that despite the numerous restaurants that Grubhub teams up with for meal orders and delivery, this service will only apply to the restaurants that will have enrolled for the program. Therefore, it will not be possible to use the service when ordering meals from restaurants that have not registered for the program.

Grubhub+ Feasibility Study

It is crucial to conduct a feasibility study before implementing a project. Feasibility studies help to establish the viability of the project before investing any funds into the project. Among the topics that the study covers include the advantages and suitability of the project, possible alternatives, and projected costs. The study discusses all of these subjects under the topics of product, market, organizational, and financial feasibility. The results of this study significantly influence the decision to either progress or abandon the project.

Product/Service Feasibility

Product or service feasibility mainly assesses the relevance of a product or service to the market.  The theory of consumer suggests that one of the factors that influence the purchasing decision of a consumer is the need for the product. Consumers will only buy a product or pay for a service that serves their needs or wants. Products or services that satisfy the requirements or desires of a consumer satisfactorily will foster customer loyalty to the brand of the product or service. Such a product or service will also gain a more extensive market share due to reviews and word of mouth marketing by existing customers to the new or potential buyers. Therefore, a product has to be relevant to the needs of the market for it to be feasible.

Grubhub+ is a weekly and monthly subscription service for Grubhub, which is a platform for ordering and delivering meals. Notably, most of the people who order meals online and wait for delivery are usually students or workers. These people have time constraints due to their busy schedules, which makes it difficult for them to have the time to prepare home-cooked meals after their long and hectic days. It would be quite demanding for a working person to get off work in the evening and pass by the grocery store to pick what is necessary to prepare a meal, and then cook the meal at home. Most employees opt for take-out instead. Besides, some students live on campuses, and therefore do not cook in their residences. Their meal options are restricted to restaurants or delivery services. It is also worth noting that students usually get allowances from their parents. Most of them get weekly allowances. On the other hand, the working group gets monthly salaries.  This scenario applies to some students as well, specifically the ones who have part-time jobs. Therefore, a subscription service with weekly and monthly subscription options best fits these two groups, which comprise a substantial share of the total Grubhub market. Suffice to say, Grubhub+ would be relevant to the needs of a significant portion of the market.

Furthermore, as earlier stated, a majority of the Grubhub customers are students and the working class. These groups of individuals are highly attached to their phones or computers, especially with the invention of Smartphones and social networking sites. These groups of individuals perform most of their tasks on their phones, ranging from communication, financial services, news and entertainment, and even research and learning. Using the Grubhub+ service would require a smartphone and the internet. Therefore, it would be natural that they include an additional function for their phones and use it to get their meals as well. The nature of the service fits perfectly in the behavior of the target market.

Fig1. Time spent on mobile phones, Source: MLSDev

Market Feasibility

The market for meal delivery is mostly concentrated by the working population (39%) and students (37%), with the remaining 24% consisting of other individuals. The schedule of the working population may not allow them to step out for lunch, for instance, due to long queues in restaurants during such hours. The option remains to order in a meal and eat from the office. Additionally, the exhaustion from a whole day of work may not allow such individuals to go home and prepare an excellent home-made meal for dinner, from start to finish. Thus, most of these individuals opt to order in a meal. Alternatively, some individuals may choose to prepare a section of a meal, but order in a complimentary dish or an accompaniment. Additionally, most of these individuals do not perform transactions with cash. Instead, they prefer credit cards. It follows that it might be challenging to find an employee at work with hard money to pay for meals every day. The subscription service becomes a convenient option for them because they can charge their bills to their bank accounts monthly on receiving their salary, just as they do with other bills such as utility bills or mortgages. Therefore, the working class is a feasible market for Grubhub+.

On the other hand, students spend most of their time studying or socializing. They hardly have any time to prepare meals for those who live in their apartments. For those who live in the campus hostels, meal preparation might not be an option. Consequently, restaurant food becomes their option for meals. However, it is worth noting that most of the restaurants around campuses have high traffic due to the student population as well as the teaching and non-teaching staff. Therefore, most students would opt to order in instead, especially when they are squeezed for time in between lectures, studying for exams, or merely trying to use their free time to rest rather than going to look for meals. Besides, students either get allowances from their parents or some work part-time. Most parents opt for weekly allowances so that the students do not have too much money at once, which they will waste. The part-time student employees are also paid in wages rather than salaries like regular employees, which can be weekly as well. Their financial cycle makes them a fit for this subscription service as well. As such, the collective circumstances of students make the student market feasible for the service.

Organizational Feasibility

Organizational feasibility has to do with the capability or competence of an enterprise to launch a product or service successfully by considering its resource endowment and the management team. Notably, when a business is considering expanding its product line, there have to be enough resources to push for the success of this new product or service. For instance, the new product or service will need funds for development and marketing. Additionally, the management team of a company needs to be good at strategizing to be able to maximize on the available opportunities that would push the new product or service to be successful. For instance, the management team will need to decide on the best marketing approach to drive sales. A product might be appropriate for a specific market, but if the management uses a wrong marketing approach for the target market, there will still be low sales volumes on that market.

Grubhub+ has been getting financing from venture capital firms over the years to fund the expansion project by venturing into new regions. The reason why the business has kept receiving funding from different investors is because of its ability to repay its debt without struggling. As of December 2019, Grubhub had a debt to equity ratio of 0.4, meaning that 40% of the operations used funding from creditors, while 60% of the processes used funds from the company. The interpretation here is that for every asset that the company has, it also has 0.4 as much debt. With such a low debt to equity ratio, the company can easily take up additional funding from creditors to fund the new service in terms of development and marketing, if need be. Alternatively, the company can opt to use its funds to support the project. Besides, the company had a total of 2,773 employees as of the beginning of 2020. Notably, Grubhub works with partner restaurants, meaning that individual restaurants hire their staff. Thus, it is safe to conclude that there is enough labor force to meet the demand on the market. Therefore, the firm has enough of the necessary resources to push the project.

In terms of management, the firm has been operating since 2004. As such, it is safe to conclude that the enterprise is sufficiently knowledgeable about the industry in which it operates, and knows how to navigate it to come out at the top.  Moreover, the merging partner Seamless already had an application with a subscription service for meal ordering and delivery. The Seamless plication came out in February of 2012, and it was released on iPad. Notably, native applications such as iOS have superiority over other apps in terms of technicality and performance, which makes them preferable on the market and for investors. Grubhub’s partner already has experience with subscription service in meal delivery. Grubhub will, therefore, have guidance in rolling out the Grubhub+ application and its functions efficiently and effectively.

Fig2. Popularity of different apps; Source: MLSDev

Financial Feasibility

Financial feasibility has to do with the anticipated costs in developing and implementing a particular product or service compared to the projected revenues from the project. A project will be considered to be financially feasible if the expected revenues will cover the costs incurred in developing and marketing the product or service to the intended target market. In terms of startup capital, the average amount that an enterprise application would need is roughly $140,000. However, in this case, Grubhub is already in business with Seamless, who already has an app running. Thus, Grubhub has the option to use the technology that the partner used. The firm could make a few modifications to the system to suit the US market because Seamless operates on the London market, which might have some variations from the US market. Consequently, the cost of setting up Grubhub+ would be significantly lower than the expected amount. Grubhub will, therefore, invest a maximum of $50,000, setting up Grubhub+.

In terms of market costs, the organization will utilize the same marketing channels that it has been using to advertise the business. These channels include internet ad social media marketing, radio and television advertisements, and billboards. The organization will only need to adjust the content of the advertisements to include the new subscription service. Therefore, there will not be any additional costs in advertising.  Notably, the Small Business Administration in the US recommends that a firm should invest at least 7 to 8% of its gross revenue on advertising and marketing campaigns for effectiveness. With this in mind, the company reported earnings of $1.01 billion in 2018 and about $0.9 billion in 2019. From these figures, the company’s annual budget for advertising currently stands at roughly $70,000,000 per year. There will also be costs incurred in terms of wages and salaries for the customer care representatives and the riders who deliver the meals. On average, the company will spend $60,000 on each rider in wages and about $50,000 on each customer care representative annually. Out of the total 2,773 employees, 70% are riders, while the remaining 30% are in customer care. Therefore, Grubhub will spend roughly $116,466,000 on riders and $41,595,000 on customer care representatives annually, to bring a total of $158,061,000 on wages and salaries. Therefore, the total cost for the first year will be $228,111,000. The second year onwards will only have wages and marketing costs, which will be about $228,061,000. The first five years will have a total cost of $1,140,355,000.

In terms of the expected income from the application, there is a subscription fee of $15 monthly or $4 weekly.  The company has 19.9 million customers as of 2019 data. As earlier stated, the working class and students are the top market segments for Grabhub+, each constituting 39% and 37% of the total market, respectively. Therefore, it can be assumed that 7,761,000 users are the working class, and 7,363,000 users are students. In terms of subscriptions, the working class will bring in revenue amounting to $1,396,980,000 annually, while the student population will bring in revenue, amounting to $1,413,696,000 annually. These figures give a total of $2,810,676,000 annually, and a total of $14,053,380,000 in the first five years.

The difference between the cost and the revenues in the first five years is $12,913,025,000, and it will continue to grow with each year. Therefore, the service is a viable investment because the expected revenue outweighs the likely costs.

Marketing Plan

Situation Analysis

A marketing plan details the strategy of an organization in generating leads and reaching its target markets. The plan will cover operations for one year, and it includes a discussion of the different channels that the organization will use to foster the success of a product or service on the market, which is the Grubhub+ app in this case.  As earlier indicated, the Grubhub+ app will have a subscription service with weekly and monthly payments, where users can then order for meals unlimitedly and have the meal delivered free of charge. The users who qualify for this service are those who order meals that cost at least $15. Grubhub+ will work with partner restaurants in different regions to provide the meal orders.

Market Analysis

There will be other competitors for the GrubHub+ app, such as UberEats, Door Dash, Burger King, and Little Caesars, among others. The market has various segments based on occupation. The segments include students, working-class, and others.

Fig3: Market Segments; Source: Author’s

The student segment comprises of students in universities, who live either on-campus or off-campus. Students have tight study schedules, especially in higher learning, where the workload is higher than the lower education levels. The workload consists of study groups, individual studies, test preparation, or writing project reports such as internship reports. Alternatively, if a student is not engaged in academic tasks, most will prefer to be out with friends. Most students do not have the time to prepare a meal. They prefer to order one to save time and engage in more essential activities. In the case of students who live on campus, it is not even an option to have a cooking area. Therefore, the only option is to go into a restaurant or to order a meal delivery. The latter choice is preferable to students because it is hassle-free, and it does not bring up additional duties such as washing dishes after the meals, to the delight of the students.

Students get allowances from their parents for sustenance. Notably, students at the university are at the peak of exploration and adventure. Therefore, they quickly spend money on adventurous activities such as parties. Consequently, most parents opt to give them weekly allowances so that they do not have too much money at hand, which they will end up spending on things that were not part of their budget. For instance, giving a college student a monthly allowance will most probably see the student asking for more money in the course of the month because he or she has run out of money. As such, a weekly allowance ensures that they only have enough to cater to their needs for the week, and not a dollar extra to waste.

The working-class market segment consists of employees, employers, and self-employed individuals in society. For a self-employed individual, the more time he or she spends in his or her place of business, the more income he or she generates. Therefore, most of these individuals end up working long hours each day, sometimes without the luxury of lunch breaks. A business person would not want to leave his shop unattended in case a client comes when he is gone, and he misses out on the business opportunity. Therefore, most business owners prefer ordering meals. Most of them will even order meals and eat before closing the shop for the day, or they will carry the meal home.

The employees and employers also try to spend the maximum time possible in their offices. The current business world has shown the importance of rewarding employees with the best performance in an organization, either by bonuses or incentives. Some firms set targets for employees to achieve each month or in a year, whereby achieving these goals leads to attractive rewards. Therefore, most employees will try to stay in the office more to maximize their input and improve their performance, so that they may be eligible for these rewards. For instance, lawyers are paid based on the billable hours they put in for a firm. On the other hand, salespeople usually get paid o commission. Therefore, the more time they give to the organization, the more money they make. As such, their ambitions make meal deliveries a preferable option to going out to restaurants for meals. The working class receives a monthly salary. Their regular income makes most of them transact through banks. Therefore they have credit cards. Credit cards make it unlikely for an individual to carry cash around to spend on meals, for instance. Credit cards give the credit card holders the liberty to make as many transactions as they desire, and pay at the end of the month.

The ‘others’ segment includes any individual who is not a student or a working-class individual. Such people could consist of stay at home wives and husbands or children who are not in university yet. This group does not have a high dependence on meal deliveries, because they have flexible schedules and can prepare meals if they want to. They are also not credit card holders; neither do they have a steady flow of income. Therefore, this is a secondary market for Grubhub+.

Company analysis

SWOT Analysis

Fig4: SWOT Analysis; Source: Author’s

Among the strengths of Grubhub is that the company has a strong management team, whereby one of the partners (Seamless) is already operating a subscription service on iOS, and therefore has experience in maximizing efficiency. GrubHub+ will have guidance on how to be successful. Grubhub, as a company, is also a well-known brand name in the US, and it has a strong market position. The company ranks fourth among the top food delivery services in the US, after DoorDash, Instacart, and UberEats respectively. Consumers tend to trust popular brands when making a purchasing decision. Finally, the company has a low debt, which puts it in a unique position to invest maximum resources in the success of its projects through marketing or development processes. However, Grubhub has experienced some negative publicity in the past, which is a weakness for the company. For instance, reports were showing that the company was allowing users to place meal orders from restaurants that were not partners. Such negative publicity could make it problematic to push the Grubhub+ service on the market due to a lack of trust from consumers.

Fig5: Food delivery service rankings; Source: Similar Web

Some opportunities for Grubhub+ include the increasing usage of Smartphones and apps. Statistics indicate that about 3.5 billion (45%) of the world now uses smartphones (as of 2020), up from 3.2 billion in 2019, and 2.9 billion in 2017. The same trend applies to the American and London markets. The implication is that more people will be able to access the app as more people get smartphones.

Fig6: Smartphone Usage; Source: Statisca.com

Additionally, more people are enrolling in higher education. Some do so to advance their careers. Others do so due to improved access to education, especially for the females and the economically disadvantaged communities. This increasing enrollment means the market for meal delivery is widening. Women are also getting more chances to build careers. This development is partly because of the progressive change in attaining gender equality, and partly because of the increasing cost of living that has necessitated both parents in a household to have a source of income for family sustenance. This way, the working class market for meal delivery is growing. However, other brands have seen the opportunities in this market and have set up their services, which is a threat to Grbhub+.

Fig7: Workforce trend; Source: Trading Economics

Fig 8: University undergraduate and postgraduate enrollment trends; Source: educationdata.org

Marketing Objectives

1. To have at least 85% of the significant markets subscribe to Grubhub+ by the end of the first year.
2. To foster customer loyalty from repeat purchases through the subscription service within the first six months.

Marketing Strategies

The marketing strategies make up the marketing mix, which consists of four elements, namely product, price, promotion, and place (also called the 4Ps). The strategies should be implemented through these four elements.

Product

A product or service has to differentiate itself from similar products from other brands on the market. A company should have enough resources and expertise to create a product or service that will be unique to other related products on the market. Differentiation allows the product or service to gain a competitive edge and stand out for the consumers. By so doing, there is a higher likelihood of consumers selecting that particular product over any other available similar product. Grubhub+ will have two different forms of subscription, a weekly and a monthly subscription. By so doing, the service allows the users to have options based on their income stream. Notably, it is not a must that all students will take up the weekly subscription, or that all working-class users will opt for the monthly subscription. There could be some students who may choose for the monthly subscriptions and have their parents pay for it instead. On the other hand, there could be some workers who receive weekly wages, making the weekly subscription most appropriate for them. This feature differentiates the service from other similar services on the market, whereby most services only offer monthly subscriptions.

Moreover, the current economy is characterized by cashless transactions, with inventions in mobile money transfer, internet banking, and the use of credit cards. These modes of transaction are more favorable to consumers because they are safer, faster, more convenient, and they allow for accountability. For instance, it would take longer and be more of a hassle for an individual to go to the Grubhub offices to make a payment physically. Going to the bank to make a payment deposit to Grubhub accounts is also a hassle and inconvenience.  A better option is merely paying from the phone or through the internet. The Grubhub+ service will allow users to select any of the mentioned payment options for the same reasons, upon their registration for the service. However, the users are not limited to one payment option; they can switch payment options as it suits them. The differentiating factor here is that for most similar services, do not allow payments from other accounts, such as a mother paying for her daughter or coworkers paying for each other. The subscribed user should be the one to pay for the service. Therefore, the option to switch user accounts and allow different payment accounts sets Grubhub+ apart from the rest. This way, the service stay ahead of the rival brands and grab a significant share of the market, considering the increasing opportunities.

Price

Grubhub+ will employ premium pricing and charge $15 monthly and $4 weekly for free and unlimited meal delivery.  Notably, users are only eligible for this service if they place meal riders that cost not less than $15 per delivery. Premium pricing is whereby an organization sets a price that reflects the quality of the service. Most consumers associate higher rates with higher quality levels. Grubhub+ will allow subscribers to enjoy services such as customer care should there be a problem with an order. The service also allows for the prioritization of deliveries over the nonsubscribers. Such advantages reflect the value of subscribing to the service over ordering for meals without a subscription.

Additionally, the service will employ skimmed pricing. This form of pricing is where the organization sets high prices initially since there are no close rivals in the sector. The organization then later lowers the pricing as more competitors venture onto the market. As earlier stated, no other brands with similar services allow for flexible subscription plans or change of payment details at any time. Grubhub+ gets the opportunity to dictate pricing being the first to offer such options to consumers. By the time other brands adopt a similar approach to their service delivery, Grubhub+ will have accrued wide profit margins already. At this point, the firm will lower its eligibility price for the free and unlimited meal delivery services, to competitive pricing. This form of pricing is where a firm sets a price similar to other brands. If other brands offer the same service at a lower price, some customers may opt for the cheaper option, hence the need to lower costs when rival brands start providing the same function with the same structure.

A firm needs significant resources and a strong management team to develop a product that will appropriately address a markets’ needs and even offer more, to be alluring to consumers. By so doing, the management team can set higher prices for the product or service justifiably.

Promotion

Grubhub+ will use radio and television for advertising the service. The working-class and ‘others’ segments have individuals who spend their time home, and therefore watch tv and listen to the radio when at home. The working-class also drive to and from work every day. The implication is that they most probably listen to the radio on their way to and from work. Therefore, this form of advertising will be useful for these two market segments. The business will also use billboards for advertising. Such a marketing channel will also target the working class as they drive or commute to and from work.  Grubhub is a recognizable brand with a strong market position. Therefore, it will be easy to get the attention of passerby’s this way, as they would be curious to know what is on offer at Grubhub.

Additionally, the firm will use the internet market and social media marketing. Students and workers spend a significant portion of their time on their mobile phones. Notably, smartphones now have the capably of performing the same functions that computers used to perform. Students can study through the internet or directly through the phone by carrying files on their phone storage. They can also conduct their research online through their smartphones for school projects, as well as communicating through social media, among other functions. On the other hand, the working class individuals also spend most of their time on their phones for communication through social media and emails, and market research for their companies through social media and websites, among other things. As such, both of the significant market segments spend most of their time on their phones and on the internet, which makes internet and social media marketing a viable channel for reaching these target markets.

The company has had negative publicity before regarding its practices. Efficient and effective marketing will go a long way in regaining the trust of the consumers. Social media and internet marketing does not cost the company anything, except for the case of placing advertisements on third party websites. Even so, advertising on third party websites does not cost the company as much as it does to conduct advertising through the mainstream media. Therefore, the internet provides platforms to advertise as much as possible with as much content as possible. Notably, consumers tend to trust firms that are open and transparent, which comes from sharing as much information as possible. Grubhub can do so using social media and internet marketing.

Place/Distribution

Grubhub+ will be available for download on the Apple play store and Google play store. These are the two top platforms for downloading applications for use on apple phones and android phones, respectively. The applications on these platforms are usually certified and are considered trustworthy by consumers. Therefore, it will be easy for the target market to get the application through these platforms. Moreover, a significant section of the smartphone users ether uses android phones or iPhones, meaning that they can only download their applications from either the Google play store or the Apple store, respectively. This restriction heightens the chances of the users accessing the app. Even if they have other choices, they will go for popular brands such as Grubhub.

Conclusion

Grubhub+ is a web-based weekly and monthly subscription service that will see users ordering for meal deliveries unlimitedly free of charge. The feasibility study reveals a likelihood for the success of the service on the market, based on trends such as increasing usage of apps and convenience in payment systems as they move from cash transactions to the internet and mobile banking. The product will be less challenging to develop and push on the market. One of the partners in the business is already operating such a service. The projections for the income of the service also outweigh the costs for its development and implementation. This service will mainly target students on campuses and the working population, and it will be offered as a high-quality service. In marketing the service, the firm will use mainstream media such as radio and television. It will also use billboards and internet and social media marketing to reach the intended target groups.

Works Cited

Cravens, David, W., and Piercy, Nigel, F.  Strategic Marketing, 10^th edition. McGraw Hill, 2013

Engadget. Grubhub+ gets you free deliveries and cashback for $10 a month. https://www.engadget.com/2020-02-26-grubhub-plus-launch.html

Entrepreneurship and Business Innovation (EBI). Business feasibility study outline.  Allan Thompson, 2005 http://bestentrepreneur.murdoch.edu.au/Business_Feasibility_Study_Outline.pdf

Godfrey, R., Strategic Management: A Critical Introduction, [E-book edition], Oxon, Routledge, 2016. https://books.google.co.uk/books?hl=en&lr=&id=g8c0CwAAQBAJ&oi=fnd&pg=PP1&dq=+Strategic+Management:+A+Critical+Introduction+R+Godfrey&ots=T0yYwM7yEX&sig=W4X1K1xo97_BhNUY_S79t_Dc7bA#v=onepage&q=Strategic%20Management%3A%20A%20Critical%20Introduction%20R%20Godfrey&f=false

Grubhub. About Us. https://about.grubhub.com/about-us/what-is-grubhub/default.aspx

Hashem, Aghazadeh. Business, Market, and Competitive Analysis (BMCA) Tools and Techniques. Principles of Marketology, 1, 2016, pp. 187–247.

Lazare, Lewis. Grubhub and Seamless complete merger. Chicago Business Journal, Aug 9, 2013, https://www.bizjournals.com/chicago/news/2013/08/09/grubhub-and-seamless-complete-merger.html

West, D., Ford, J. and Ibrahim, E., Strategic Marketing: Creating Competitive Advantage, Oxford, Oxford University Press, 2010

Chart Links

https://www.similarweb.com/apps/top/google/store-rank/us/food-and-drink/top-free

https://educationdata.org/college-enrollment-statistics/

https://tradingeconomics.com/united-states/labor-force-participation-rate

https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/

https://mlsdev.com/blog/app-development-cost