Have you ever stopped to think about how your favorite companies and brands got their names? In the world of food delivery, one name stands out as particularly catchy and memorable: Grubhub. But what exactly does "Grubhub" mean, and how has this clever name contributed to the company‘s massive success?
In this deep dive, we‘ll explore the origins and evolution of the Grubhub brand, from its early days as a scrappy startup to its current status as a food delivery giant. We‘ll look at how Grubhub‘s branding has changed over time, and analyze the psychology behind why the Grubhub name and logo are so effective at attracting hungry customers. Finally, we‘ll take a glimpse into the future to see how Grubhub‘s brand might evolve as the competitive landscape of food delivery continues to change.
The Origins of the Grubhub Name
According to Grubhub‘s founders, the name "Grubhub" is a combination of two simple words: "grub" and "hub." In this context, "grub" is a slang term for food, while a "hub" refers to the center of an activity or network. Put them together, and you get a name that perfectly encapsulates what Grubhub does – it serves as a central hub where customers can find and order food from a wide variety of local restaurants.
It‘s a name that‘s both fun and functional. "Grub" is a playful, informal way to refer to food, which helps to create a laid-back, approachable vibe for the brand. At the same time, incorporating the word "hub" allows Grubhub to emphasize its core function as a centralized platform connecting restaurants and diners.
Compared to the more generic names of some other food delivery brands, like DoorDash or Delivery.com, "Grubhub" immediately lets you know what the company is all about. It‘s a name that sticks in your head and rolls off the tongue, making it perfect for word-of-mouth marketing.
Linguistic analysis shows that "Grubhub" has several features that make it a brandable name:
- It‘s short (only 7 letters)
- Easy to say and spell
- Uses alliteration (repeating "b" sound)
- Combines two words in a unique way
- Looks distinctive visually with the double-b
Research has found that brand names with these characteristics tend to be more memorable and marketable. For example, one study by New York University marketing professor Adam Alter found that companies with simpler, easier-to-pronounce names traded 33% higher on average compared to hard-to-pronounce names.
As branding expert Laura Ries explained in an interview with CNBC, "The best brand names are the ones that are memorable, simple and communicate what your brand is all about. Grubhub is a great example of that."
Grubhub‘s Early Branding: ".com" and Beyond
Grubhub may have a distinctive name now, but that wasn‘t always the case. When the company first launched back in 2004, it went by the decidedly clunkier moniker of "Grubhub.com". At the time, online food delivery was still a fairly new concept, and Grubhub wanted to make it crystal clear to customers that it was a web-based service.
As Grubhub co-founder Mike Evans explained to Inc. magazine, "We were super literal about everything back then. It was like, we‘re on the internet, so call it Grubhub.com so people know to go there."
However, as online ordering became more commonplace and smartphone apps took over the world, Grubhub eventually decided to streamline its branding. In 2011, the company officially dropped the ".com" from its name and logo, opting for the cleaner, simpler "Grubhub" that we know today.
This rebrand allowed Grubhub to modernize its image and appeal to a new generation of diners who were increasingly using their phones as their primary way to access the internet. By losing the ".com", Grubhub was able to place the focus squarely on its unique and memorable name.
The move also reflected how much online commerce had evolved. In the early 2000s, companies still felt the need to loudly proclaim their web presence to stand out. But by 2011, being online was the norm. An analysis by Return On Now found that only 45% of the top 50 websites in 2012 actually had .com in their domain names, compared to 76% in 2000.
The Psychology of Grubhub‘s Branding
So why has the Grubhub brand been so successful at attracting and retaining customers? A lot of it comes down to psychology. The name "Grubhub" is not only memorable, but it also evokes positive associations in the minds of diners.
For one thing, "grub" is a fun, whimsical way to refer to food. It brings to mind casual dining and comfort food rather than stuffy fine dining, which makes Grubhub feel more accessible and easygoing. The word "hub" is also a very positive term, suggesting connectivity, centrality, and convenience.
Color psychology also plays a role in Grubhub‘s branding impact. For most of its history, Grubhub used a bold shade of red in its logo and marketing. Red is often associated with appetite, energy, and excitement. A study by the University of Winnipeg found that seeing the color red increases consumers‘ food cravings compared to other colors.
In 2021, Grubhub shifted to a vivid orange as part of its rebranding after being acquired by Just Eat Takeaway. While slightly less intense than red, orange still creates a sense of warmth, friendliness, and motivation. One color psychology study found that orange stimulates physical reactions like increased appetite and activity. Orange is also a distinctive color not commonly used by other food delivery brands.
Grubhub‘s visual branding style has remained consistent even as its specific logos have changed. The company favors a rounded, lowercase font that feels casual and approachable. All-lowercase type is a common branding choice meant to create a friendly, modern, and humble tone.
The circular shape of Grubhub‘s current "g" icon also communicates certain ideas to consumers. Circles are seen as harmonious and complete, implying satisfaction and fulfillment. The use of a house-like shape within the circle reinforces Grubhub‘s role in delivering food to people‘s homes.
Grubhub‘s Brand Compared to Competitors
Within the highly competitive food delivery space, Grubhub‘s strong branding has helped it stand out and attract a loyal following of diners. While it‘s not the largest player in the industry – DoorDash currently leads with a 59% market share in the US compared to Grubhub‘s 14% – Grubhub still generates significant business. In 2021, Grubhub had:
- 32 million active diners
- Over 320,000 partnered restaurants
- $8.8 billion in gross food sales
- $2.4 billion in revenue
| Market Share | Active Diners | Gross Food Sales | |
|---|---|---|---|
| DoorDash | 59% | 25M | $29.4B |
| Uber Eats | 24% | 66M (global) | $34.3B (global) |
| Grubhub | 14% | 32M | $8.8B |
| Postmates | 3% | 10M | $1.6B |
Sources: Bloomberg Second Measure, Grubhub 2021 Annual Report, Uber 2021 Investor Presentation, Postmates data as of 2020 prior to Uber acquisition
Compared to rivals like DoorDash and Uber Eats, Grubhub has a few unique brand assets:
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Name: As discussed, "Grubhub" is a stickier and more interesting name than the generic-sounding "DoorDash" or "Uber Eats". It makes a stronger impression.
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Longevity: Grubhub is the oldest of the major food delivery brands, having launched in 2004. That track record lends the brand an air of stability and credibility with consumers and restaurants.
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Specialization: Although it‘s expanded into some other verticals, Grubhub is primarily focused on restaurant food delivery. This gives it a clearer brand identity compared to Uber Eats, which is tied to the broader Uber ride-sharing brand.
At the same time, Grubhub‘s brand faces some challenges. Surveys have found that Grubhub trails both DoorDash and Uber Eats in terms of consumer favorability and purchase consideration.
Source: Bloomberg Second Measure
One factor is Grubhub‘s association with some unpopular business practices, such as listing restaurants on its platform without permission and charging high commissions. These controversies have generated negative headlines that can tarnish Grubhub‘s reputation with restaurant partners and socially conscious consumers.
Grubhub‘s recent rebranding under the Just Eat Takeaway umbrella may also be contributing to some brand erosion. The switch from red to orange makes Grubhub‘s branding less distinct from competitors like DoorDash.
"The change to orange is concerning from a brand identity perspective," said Dan Brill, a restaurant industry consultant at Joseph & Co. "Red was a defining brand element for Grubhub for years. It communicated passion and appetite. Shifting to a color used by so many other brands risks Grubhub fading into the background."
The Future of Grubhub‘s Branding
Looking ahead, Grubhub will need to continue evolving its branding to stay competitive in the fast-growing delivery market. One opportunity is to expand more aggressively into non-restaurant verticals like grocery, convenience, and alcohol delivery. Promoting these offerings could help reposition Grubhub as more of an all-in-one local delivery solution.
Some of Grubhub‘s marketing has already started highlighting its range, with taglines like "Now delivering convenience" and visuals showing bagged groceries alongside restaurant meals. Expect to see more of this type of multi-vertical branding as Grubhub looks to gain a foothold in new markets.
At the same time, Grubhub can‘t afford to neglect its core restaurant delivery business. Continued negative press around its treatment of restaurant partners risks eroding public trust in the Grubhub brand. The company will need to find ways to rebuild goodwill and create a more equitable image.
One step may be increasing its investment in programs like Grubhub Direct, which allows restaurants to use Grubhub‘s infrastructure to create their own branded ordering websites and apps. Grubhub could promote these services to show it‘s helping empower local businesses, not just profiting off them.
As part of the global Just Eat Takeaway conglomerate, Grubhub may also see its branding change to align more with its parent company. We could see Grubhub adopt more of Just Eat Takeaway‘s visual identity or even transition to a co-branding model in the US.
Much will depend on how the delivery market shakes out over the next few years. If current growth trends continue, Grubhub risks being left behind by DoorDash and Uber Eats. Additional consolidation and mergers are also possible, which would likely prompt major rebranding efforts.
However, with its enduring brand recognition and loyal user base, Grubhub still has a lot of runway to rethink and revitalize its brand. By staying true to its fun and friendly brand personality while finding authentic ways to address its perceived weaknesses, Grubhub can remain a formidable force in the food delivery wars.
As Grubhub‘s Head of Brand Marketing Jessica Burns told The Drum, "Our brand is really our north star. It signifies what we stand for, how we want to present ourselves, and how we want people to feel when they interact with us. As the market changes, that brand identity will be our guiding light for how we evolve and where we go next."
