Deliveroo The Grub Crawl Offers Free Foodie Tours to Freshers
Michael Hemsworth — September 22, 2023 — Marketing
References: deliveroo & retailtimes
Deliveroo The Grub Crawl is a new take on the classic pub crawl being launched by the food delivery brand in the UK to provide freshers with a way to explore some of the best foods in different metropolitan regions.
The experiential marketing initiative celebrated the launch of Deliveroo Students and is taking place during Freshers Week as a way to help students bond with one another, while also discovering the food scene of the city. The experience will include an Amsterdam-style pedal bike tour free of charge, which will whisk students to four of the best spots in their respective city including Edinburgh, Leeds, Bristol and Manchester.
Global Head of Consumer Communications Aisha Jefferson spoke on the Deliveroo The Grub Crawl saying, "We’re so excited to be launching our new student club, Deliveroo Students, and what better way to announce it than with the Grub Crawl. It’s designed to give students the ultimate free foodie tour and help freshers discover local restaurants and meet new mates at a really exciting but equally scary time, as many first-year students move to new cities, try to make new friends, and cook for themselves for the first time."
The experiential marketing initiative celebrated the launch of Deliveroo Students and is taking place during Freshers Week as a way to help students bond with one another, while also discovering the food scene of the city. The experience will include an Amsterdam-style pedal bike tour free of charge, which will whisk students to four of the best spots in their respective city including Edinburgh, Leeds, Bristol and Manchester.
Global Head of Consumer Communications Aisha Jefferson spoke on the Deliveroo The Grub Crawl saying, "We’re so excited to be launching our new student club, Deliveroo Students, and what better way to announce it than with the Grub Crawl. It’s designed to give students the ultimate free foodie tour and help freshers discover local restaurants and meet new mates at a really exciting but equally scary time, as many first-year students move to new cities, try to make new friends, and cook for themselves for the first time."
Trend Themes
1. Experiential Marketing - Deliveroo's Grub Crawl is an experiential marketing initiative that offers free foodie tours to freshers, providing them with a unique and memorable way to explore the food scene of their city.
2. Student Club - Deliveroo Students is a new student club that aims to enhance the student experience by offering the Grub Crawl as a way for freshers to bond with each other and discover local restaurants.
3. Food Tourism - The Grub Crawl taps into the growing trend of food tourism, offering students the opportunity to sample the best foods in their city and experience different culinary cultures.
Industry Implications
1. Food Delivery - The Grub Crawl highlights the potential for food delivery brands, like Deliveroo, to engage with students and create unique experiences that go beyond just delivering food.
2. Hospitality - Hotels and accommodations can explore partnerships with the Grub Crawl to offer foodie experiences to their guests, enhancing their overall stay and attracting more customers.
3. Tourism - Tourism boards and travel agencies can leverage the popularity of food tourism by promoting foodie tours like the Grub Crawl, enticing visitors to explore and indulge in local culinary delights.
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