Grubhub

The objective

Implementing creative and campaign optimization tools to drive more conversions

Grubhub is a leading food delivery platform connecting diners with their favorite local restaurants and merchants.

Looking to lower costs, increase creative volume, and optimize performance, Grubhub turned to TikTok’s creative and campaign automation solutions. For its latest conversion initiative, the brand aimed to drive as many new diners as possible while lowering its cost per acquisition.

The solution

Serving creatives at scale and automating for efficiency with TTCX and Smart+

To reframe its strategy, Grubhub embraced a test-and-learn approach. This time, they leaned into two key TikTok solutions: Smart+ and the Creative Exchange, part of TikTok One. Together, these tools gave Grubhub a structured path to scale content production, enhance creative quality, and optimize lower-funnel performance.

Grubhub had long recognized the value of creator content but needed help to hire them consistently. TTCX helped bridge this gap. The platform connected them with creative agency and TikTok Marketing Partner Cohley, whose portfolio of TikTok-first videos aligned with the brand’s tone and performance goals. With Cohley’s help, Grubhub sourced a diverse roster of creators, delivering over 40 relevant and compelling campaign assets within a short window.

While TTCX filled the creative gap, Smart+ delivered meaningful campaign optimization. With Smart+’s campaign automation and performance levers grounded in TikTok advertising best practices, Grubhub was able to reach the right audiences and drive users to order with minimal effort. It allowed them to test which campaign settings would best achieve their performance goals while saving time and money. By combining scaled creator storytelling with advanced performance tools, the brand sharpened its efficiency and reached users ready to convert.

The results

Slicing CPAs from kitchen to checkout

Since introducing Smart+ and working with Cohley through TTCX, Grubhub has seen remarkable results. They cut their cost per new diner by 46%, dropping well below its target benchmark. Their creative production scaled quickly, launching over 40 unique assets across the campaign. More importantly, the performance gains weren’t just cost-related; Grubhub saw an 8.36% relative lift in new diners from its Conversion Lift Study, proving TikTok’s impact on driving incremental orders and new diners.

On the heels of this success, Grubhub plans to continue scaling its creative automation efforts on TikTok and investing in conversion lift testing. This campaign reinforced TikTok’s potential not only as a channel for brand discovery but as a powerful engine for performance marketing.