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GrubHub in Support of Women


GrubHub has proven time and again that it’s not just a meal delivery service. The company is showing its socially responsible side with supporting women for Women’s History Month in March. GrubHub Sound Bites was the recent virtual AR livestream concert, sponsored for the first time by GrubHub and joined by the likes of Meghan Three Stallion, Noah Cyrus, King Princess, and others.

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The event took place on March 26th and honored not only women, but also World Central Kitchen. GrubHub Sound Bites is not a new concept – the series are popular already, but the immersive concert was first of its kind. The show featured augmented reality (AR), which was provided by First Tube Media. They have been powering GrubHub Sound Bites with unique platform, which includes artist image technology, video capabilities, live streaming, and digital marketing concept. All those things were gaining speed even before the pandemic hit us, but COVID sped things up quite a bit.

Thanks to GrubHub and First Tube Media, fans had custom experiences right at home with QR code perks and AR.

The lineup of artists was exclusively powerhouse females. It started with Noah Cyrus channeling her inner Old Hollywood glamourous vixen. She shimmered and paraded not only her sparkle, but undeniable talent that runs in the veins of her family. Fans loved her renditions of “Ghost”, “Live or Die”, “Young & Sad”, “All Three”, and “July”.

King Princess was next and she didn’t disappoint, as expected. She created a special GrubHub Tasty Track with beat sounds of cans, banging cups with ice, snapping fingers, and even juggling fruit. She then went on stage with her band and bathed in colors of green, light blue, purple, and beige. She sang songs from her recent albums and seduced audience by simply being in her queer element.

Meghan Three Stallion was the last act and brought some serious heat. She had GrubHub driver deliver her food while she danced in her stadium-size kitchen. She treated her fans to a short history of her career and best songs. She flirted, showed of her dancers, and twerked a storm while sunset burned behind her mansion’s stage.

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All this fun was organized by GrubHub to celebrate women of all colors and walks of life and also aimed to benefit World Central Kitchen, which supports local restaurants in the efforts to unite benefit communities with the help of food. This non-profit was established by chef Jose Andres in 2010. During the concert fans were scanning QR codes and GrubHub is donating $1 for each scan to benefit World Central Kitchen, which in turn will support restaurants and kitchens that were the most affected by the pandemic.

Fans were submitting questions for the performers via Facebook, Twitter, and YouTube, and afterwards all three sat down to answer some of them. During this live Q&A session, Cyrus admitted that her favorite fast food is Chick-fil-A’s chicken nuggets, King Princess loves Lady Gaga and dreams to sing with Cher, and Meghan Three Stallion enjoys fishing.

Fans scanning QR codes were rewarded with various perks – meeting and greeting the artists, watching behind the scenes recording, and winning $5 towards GrubHub orders and chances to win GrubHub gift cards. Over 10 million fans engaged in those interactions in 48 hours since the live concert and drove 160,000 QR scans.

According to First Tube Media CEO Andrew Beranbom, this is just the beginning of what AR is going to have in store in the near future. Brands and performers will be able to get closer to their audiences thanks to digital experiences and innovative technology.

March and women celebration might be over, but GrubHub and partners are going to continue delivering lots of exciting content via GrubHub Sound Bites and other venues.

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