Grubhub to Update Its Branding to Align with JET’s Global Portfolio
Last month Grubhub joined with Just Eat Takeaway.com (JET) to become one of the world’s largest online food delivery companies. When the deal closed, we shared that together we will continue to innovate and break new ground in our industry, as we each have separately for the past 20 years. It’s in this spirit that we’re making updates to Grubhub’s branding in the coming months.
Grubhub’s branding will change from red to orange and incorporate the house icon seen across JET’s portfolio, with our font remaining the same. This will align the look and feel of Grubhub with JET’s global branding to create consistency and make the most of marketing efforts that increasingly cross borders, such as JET’s sponsorship of the UEFA European Championship earlier this summer and Grubhub’s recent sponsorship of the Concacaf Gold Cup.
The orange Grubhub logo will make its debut during our sponsorship of Lollapalooza in our hometown of Chicago on July 29, followed by our sponsorship of the League of Legends Championship Playoffs starting on Aug. 6. All of our brand assets, including products and sites, will turn orange over the coming months.
We will also transition the Seamless brand to Grubhub in New York City over time, in line with JET’s single brand strategy in each country. JET has used this strategy throughout Europe, and it contributed to its growth in key markets. Seamless has long been How New York Eats. But as we invested in more national marketing and TV advertising for Grubhub in recent years, we have continually tracked how our Grubhub and Seamless brands resonate with diners in New York City. Awareness of the Grubhub brand has grown steadily among diners in New York City over the years, and this transition will allow us to optimize our marketing spend and benefit from the network effects of one single brand.
Stay tuned for more information and activations over the next few months, as some updates will take time and not happen overnight. The transition of the Seamless brand, for example, will include ample education and communication to diners, restaurants and partners. We’re excited to take these steps as we continue into this next chapter of Grubhub as a part of JET.