Bringing Grubhub to Philadelphia: A Community-Centered Approach
Introduction
When Grubhub expanded into Philadelphia, they didn’t just want to deliver food—they wanted to connect with the community. But the journey wasn’t easy; many locals were wary of third-party apps. Grubhub needed more than just a footprint in the city—they needed trust. This is where their partnership with Frank Diccio Associates came into play.
Building the Partnership
The foundation of the relationship between Grubhub and Frank Diccio and Associates came through a personal connection with Joshua Bocian, who leads government affairs in the Northeast for Grubhub, and who saw potential in a more locally rooted approach. Around the same time, Philadelphia City Council introduced legislation to cap fees for third-party delivery services, led by former Councilmember and current Mayor Parker and supported by the Pennsylvania Restaurant and Lodging Association (PRLA). Seeing a chance to help both Grubhub and local restaurants, Frank Diccio Associates stepped in to create a bridge, fostering a connection between Grubhub, city government, and the Philadelphia community.
“Serving the City”: A Program with Heart
One of the best ways Grubhub hoped to connect with Philadelphia was through their “Serving the City” program, led by Brett Swanson Senior Manager of Community Engagement. Initially launched in New York, this initiative provided meals to food-insecure neighborhoods through partnerships with local restaurants. Frank Diccio Associates recognized how much impact this program could have in Philadelphia’s underserved areas and presented it to local officials as a way to address food access challenges. The team will also be facilitating an event at Cramp Elementary, with support from both Mayor Parker and Councilwoman Quetcy Lozada. This moment, bringing Grubhub together with city leaders, will demonstrate to the community a different side of the company—one focused on giving back.
Changing Perceptions and Overcoming Challenges
Early on, the biggest hurdle Grubhub faced was its public image. Many restaurant owners felt wary of third-party platforms. To change these perceptions, Frank Diccio Associates opened consistent dialogue between Grubhub and local restaurants affiliated with the PRLA, creating a space to understand their challenges, find solutions, and show Grubhub’s commitment to being a good partner. This open communication helped shift opinions, building trust and making Grubhub essential part of the Philadelphia community it is today
Conclusion
With Frank Diccio Associates’ guidance, Grubhub has been able to evolve its role in Philadelphia from a distant tech company to a valued community member. Programs like Serving the City, and the trust built through open dialogue, demonstrate the power of working closely with local organizations and leaders. Grubhub’s journey in Philadelphia is a testament to the impact of community-focused strategy and the importance of building relationships from the ground up.
