Restaurants On The Run
We repositioned a food delivery veteran for the new era in food delivery.
Restaurants on the Run delivers restaurant food through a proprietary, web-based ordering system. The company grew to become one of the nation’s largest restaurant food delivery services.
Restaurants on the Run relied heavily on promotions and discounts, as well as its reputation for customer service. However, with competition intensifying, relying on functional benefits had the potential to commoditize the company.
We uncovered a critical differentiator that became the foundation for a new brand story – the company’s sophisticated use of data to ensure order accuracy. This was casually referred to internally as Foodgistics (Food + Logistics). The company did not celebrate the extent to which the intellectual property addressed a key consumer need while also increasing the company’s value as an acquisition target.
Restaurants on the Run’s consumers, who were largely business meeting coordinators, placed high value on the order customization process management – which was built directly into the company’s technology platform. However, Restaurants on the Run never took credit for its technology investments and how they enabled a great customer experience. We created a brand story that promoted the importance of this proprietary technology when selecting a food delivery vendor.
We then updated the verbal and visual brand systems to refocus Restaurants on the Run’s strategy. The website, brochure, logo, and sales sheets were redesigned in accordance with the new brand system. We also created brand guidelines to ensure that future communications would be on-brand.
Following completion of the brand program, Restaurants on the Run was successfully acquired by Chicago-based GrubHub, and positioned as a new offering, GrubHub for Work.