Grubhub stated last week that it will be delivering “free lunch” to New Yorkers between the hours of 11 a.m. and 2 p.m. today. Of course, there are some caveats, such as the fact that the lunch isn’t truly “free,” but is discounted by $15 with the promo code “FREELUNCH,” or that “users will remain responsible for any relevant tax, fees, and optional tip.” And, of course, because few things are more appealing than the possibility of free food, especially in light of growing food prices and food poverty across the country, Grubhub appears to have miscalculated the popularity of this campaign.
Its implementation was, predictably, a disaster. As Twitter users quickly pointed out, the Grubhub app and website both began failing and glitching minutes into the offer, with issues including rejected payments and error message prompts. Several users complained that the platform had fewer eateries than normal since restaurants closed orders, probably due to high demand: A Grubhub spokesperson tells Eater that “During the Free Lunch promotional period redemptions were six times higher than a similar promotion we launched in 2021, and at times we were averaging six thousand orders per minute.” (Orders were building up at some restaurants as they awaited a courier, causing havoc with their operations.) The company “worked with our restaurant network in advance to notify restaurant partners leading up to this promotion,” according to the spokesman, though other restaurant owners claim they were caught off guard.
Despite these complaints appearing on Twitter and other social media in real time, to which the delivery service only supplied a cursory response, Grubhub tweeted in the thick of the mayhem to remind users to place their last-minute orders.
According to the same Post post, discounts like this one are becoming more widespread among food delivery providers as delivery loses its popularity during the pandemic’s peak. Companies like DoorDash and Uber have seen their shares decrease drastically as people begin to choose restaurant dining over delivery, and as users grow tired of the apps’ high service and delivery fees, according to NBC; DoorDash shares went from $246 in November to $89 in late April. As the Wall Street Journal observed last year, the persistent struggle of delivery apps to achieve profitability is at the root of all of this. As a result, consumers are seeing increasingly desperate attempts by delivery platforms to earn goodwill and attract business.
Of all, a buggy app — or a meal that never arrived — may not be the best approach to re-engage sceptics, just as a rash promotion does nothing to improve the strained relationship between restaurants and delivery platforms. Nonetheless, Grubhub has established one thing: “Free lunch” will always be a seductive call, even if it isn’t. For those who are still waiting for their lunch orders, we hope you’re tipping generously – and preferably in cash. On most days, but especially on this one, patience is a virtue.
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