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Delivery food had long been seen as the cheap and greasy option. It was pizzas. It was burgers. It was fried chicken. All wolfed down by busy 20-something singletons.
Grubhub – the Deliveroo of the U.S. – saw an opportunity to ‘move eating forward’, by presenting delivery food as a positive choice. To do this it needed to speak to a wider audience, and get them excited about the full range of delicious options.
Working as part of the agency team designing Grubhub's new brand, I created its tone of voice. Through its language, Grubhub sprang to life as an inspiring, familiar food authority. I also wrote the guidance showing its employees how to write in the tone of voice.​
Within a year, Grubhub's users almost doubled.
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