Dive Brief:
- Grubhub has added multi-store ordering to its app and website, allowing users to select items from two eligible stores in a single order, the company said in a Thursday press release. The service is available nationwide and on Seamless in New York City.
- The launch of multi-store ordering coincides with Grubhub’s further expansion into non-restaurant categories, such as flower delivery with FTD and alcohol delivery from 7-Eleven and local liquor stores in select markets.
- Grubhub has rolled out various customer improvements in the last year, including the addition of more personalization as well as expanding into grocery and c-store brands.
Dive Insight:
The addition of multi-store ordering will make Grubhub more competitive with DoorDash, which has offered Double Dash since 2021 and Uber Eats, which has had multi-merchant ordering since 2023. Mutli-store ordering is expected to boost convenience for Grubhub customers, especially among alcoholic beverages.
“We’re seeing growing demand for delivery options beyond traditional restaurant meals, with alcohol orders on Grubhub increasing by more than 20% year over year,” the company said, adding that it has safeguards to ensure that alcohol is delivered safely.
Those features include in-app ID verifications, in which drivers scan and confirm IDs before they give alcohol to a customer. Orders also follow local laws regarding time of day, quantity limits and eligible products, the company said.
Grubhub has been working on boosting its market share for some time after falling behind DoorDash and Uber Eats. Prior to being acquired by Wonder, the chain partnered with Amazon Prime to reach more customers. Last year, Grubhub entered the grocery segment through its partnerships with Mercato and Albertsons.
