CHALLENGE // Bring awareness to the challenges faced by women in the restaurant industry. Create a program that invites a national audience to be part of the solution and drives business for Grubhub.
SOLUTION // In March 2018 we launched RestaurantHER, a campaign that highlights gender inequality and invites people to order change. We created the first-ever interactive map of restaurants led by women and encouraged people nationwide to show their support.
In 2019, we invited Grubhub customers to get involved with every order by donating to the James Beard Foundation’s Women in Culinary Leadership program.
RESULTS // In 2018, over 25,000 women-led restaurants joined our map and our cause. Hundreds of media hits and outspoken support from culinary leaders like Elizabeth Falkner, Alpana Singh and Tom Colicchio helped us spread the word. 126,000 people pledged to dine in or get delivery from women-led restaurants, which led Grubhub to give $100,000 toward women’s culinary programs. The campaign won a Silver 2018 Shorty For Good Award.
MY ROLE // Content strategy, creative direction and copywriting for the website, Grubhub product, emails and select videos.