#The Challenge: Breaking Through the Delivery App Noise
- New York City: Dominated by multiple delivery platforms
- Boston: Strong local competitor presence
- Philadelphia: Low brand awareness despite market potential
Traditional digital advertising was yielding diminishing returns:
- High customer acquisition costs ($45+ per user)
- Ad fatigue among target demographics
- Low conversion rates (under 2%)
- Minimal brand differentiation
Grubhub needed a fresh approach that would: 1. Cut through digital clutter 2. Create memorable brand experiences 3. Drive immediate app downloads 4. Build lasting customer relationships 5. Deliver measurable ROI
#The Solution: Strategic Street Team Deployment
Air Fresh Marketing developed a comprehensive street team strategy tailored to each market's unique characteristics.
Phase 1: Market Analysis & Planning
New York City Strategy
- Targeted high-density office districts during lunch hours
- Focused on transit hubs during evening commute
- Activated at food festivals and outdoor events
- Partnered with local restaurants for joint promotions
Boston Strategy
- Concentrated on university campuses and student housing
- Engaged young professionals in financial district
- Activated at sporting events and concerts
- Collaborated with local breweries and pubs
Philadelphia Strategy
- Saturated emerging neighborhoods with growing food scenes
- Targeted medical centers and hospital complexes
- Engaged families at community events
- Partnered with food trucks for visibility
Phase 2: Ambassador Recruitment & Training
Recruitment Criteria
- Local market knowledge
- Food enthusiasm and credibility
- Social media savviness
- Multilingual capabilities
- High energy and engagement skills
Training Program
- Grubhub brand immersion
- App demonstration mastery
- Restaurant partner knowledge
- Promo code distribution protocols
- Data capture techniques
Phase 3: Campaign Execution
#Campaign Tactics That Delivered Results
1. The "Lunch Rush" Initiative
Execution: Street teams positioned at office building entrances from 11:30 AM - 1:30 PM, offering "skip the line" promotions for local restaurants.
Tactics:
- Distributed exclusive $10 off first order codes
- Provided "restaurant menus of the day"
- Offered live app download assistance
- Created "lunch buddy" referral programs
Results:
- 8,000 downloads during lunch hours
- 65% same-day order rate
- $15 average order value increase
- 40% user retention after 30 days
2. The "Campus Conquest" Program
Execution: Teams activated at 15 universities across three markets, becoming part of campus culture.
Tactics:
- Late-night study session deliveries
- Dorm room door-to-door campaigns
- Student organization partnerships
- Finals week survival kits
Results:
- 5,500 student app downloads
- 80% monthly active user rate
- 3.5 orders per user per month
- 25% friend referral rate
3. The "Neighborhood Navigator" Campaign
Execution: Ambassadors became local food experts, introducing residents to neighborhood restaurants via Grubhub.
Tactics:
- Restaurant tasting events
- "Hidden gem" discovery guides
- Local chef meet-and-greets
- Community event sponsorships
Results:
- 4,500 app downloads
- 45% increase in partner restaurant orders
- 30% boost in order frequency
- 88% customer satisfaction score
4. The "Commuter Conversion" Strategy
Execution: Teams intercepted commuters at transit stations with time-saving meal solutions.
Tactics:
- "Order ahead" demonstrations
- Express pickup promotions
- Group order tutorials
- Scheduled delivery education
Results:
- 3,000 transit hub downloads
- $25 average order value
- 55% breakfast/dinner ordering
- 70% weekly active users
#The Numbers: Measurable Impact
Overall Campaign Results (60 Days)
App Downloads
- Total: 18,000 new users
- Cost per acquisition: $12 (73% reduction from digital)
- Download-to-order rate: 68%
- 30-day retention: 52%
Market Share Impact
- NYC: +8% market share
- Boston: +9% market share
- Philadelphia: +12% market share
- Overall: 25% average increase
Revenue Generation
- $2.1M in attributed orders
- $23 average order value
- 2.8 orders per user per month
- 15% increase in restaurant partner satisfaction
ROI Metrics
- Campaign investment: $275,000
- Revenue generated: $2.1M
- ROI: 664%
- Payback period: 8 days
Comparative Performance
Street Teams vs. Digital Advertising
#Key Success Factors
1. Hyper-Local Personalization
- Ambassadors knew neighborhood restaurants
- Culturally relevant engagement approaches
- Language-matched staff deployment
- Local event integration
2. Technology Integration
- Real-time download tracking
- QR code campaign management
- Social media amplification
- GPS-based team deployment
3. Strategic Timing
- Lunch rush maximization
- Weather-responsive scheduling
- Event calendar alignment
- Competitive counter-programming
4. Quality Over Quantity
- Focused on high-intent conversions
- Prioritized user education
- Emphasized value proposition
- Built genuine connections
#Lessons Learned
What Worked Best
Human Connection Face-to-face interaction created trust and overcame app download hesitation.
Instant Gratification Immediate promo code rewards drove same-day usage.
Local Expertise Ambassadors' restaurant knowledge added value beyond the app.
Social Proof Visible street presence created FOMO and legitimacy.
Challenges Overcome
Weather Dependencies
- Solution: Flexible scheduling and indoor alternatives
Permit Requirements
- Solution: Comprehensive compliance planning
Team Coordination
- Solution: Real-time communication platforms
Data Accuracy
- Solution: Digital capture verification systems
#Long-Term Impact
Sustained Growth
- 70% of acquired users remained active after 6 months
- Average order frequency increased to 4.2 per month
- Customer lifetime value exceeded $200
- Organic referrals generated 3,000 additional downloads
Brand Building
- 45% increase in brand awareness
- 60% improvement in brand sentiment
- 30% boost in social media engagement
- 25% increase in restaurant partner acquisition
Market Position
- Moved from #3 to #2 in Boston
- Strengthened #1 position in Philadelphia
- Gained competitive advantage in NYC
#The Strategic Blueprint
For Market Entry
1. Deploy street teams 30 days before digital campaign 2. Focus on building local partnerships 3. Create market-specific promotions 4. Establish brand presence at key locations 5. Generate word-of-mouth momentum
For Market Expansion
1. Identify underserved neighborhoods 2. Partner with emerging restaurants 3. Target new demographic segments 4. Integrate with local events 5. Build community relationships
For Competitive Defense
1. Counter-program competitor initiatives 2. Reinforce loyal customer base 3. Highlight unique value propositions 4. Create exclusive experiences 5. Maintain visible presence
#Why Street Teams Delivered for Grubhub
Overcame Digital Fatigue
In an oversaturated digital landscape, human interaction cut through the noise.
Created Memorable Experiences
Personal demonstrations and assistance made app adoption seamless.
Built Trust Quickly
Face-to-face engagement established credibility faster than ads.
Generated Social Proof
Visible street presence created buzz and legitimacy.
Delivered Measurable ROI
Every interaction tracked, measured, and optimized for performance.
#Replicating Success: The Air Fresh Formula
1. Strategic Planning
- Comprehensive market analysis
- Competitive landscape assessment
- Target audience identification
- Campaign objective setting
- Success metric definition
2. Perfect Execution
- Professional team deployment
- Real-time campaign management
- Continuous optimization
- Quality control measures
- Performance monitoring
3. Measurable Results
- Daily reporting dashboards
- ROI tracking and analysis
- Customer feedback integration
- Campaign refinement
- Long-term impact assessment
#Your Success Story Starts Here
The Grubhub campaign demonstrates the power of strategic street team marketing. When executed properly, street teams deliver:
- Lower acquisition costs
- Higher conversion rates
- Better retention rates
- Stronger brand loyalty
- Superior ROI
#Partner with Air Fresh Marketing
Ready to deliver more than just marketing messages? Let Air Fresh Marketing's street teams create the ground-level connections that drive real business results.
Transform Your Marketing with Street Teams:
- Phone: 303-720-6060
- Email: hello@airfreshmarketing.com
- Web: airfreshmarketing.com
Let's write your success story together.
