Lynk & Co
Car sharing and connectivity, made simple
Grubhub for Business
A thousand ways to feed a team, one place to start.
A new home for corporate accounts, and the design foundation to roll Grubhub for Business out across every B2B site.
Brief
Grubhub's B2B sites had grown apart. Corporate accounts needed to lead the way.
Grubhub approached us with a long-term vision: one Grubhub for Business brand across every B2B property. The first step was corporate accounts. Rebuild it from the ground up on business.grubhub.com, and use it as the foundation for everything that follows.
Our work began with discovery across Corporate and On Site. Through stakeholder interviews and audits, we mapped what needed to change and why. The old sites led with product features, not partnership value. Branding had diverged. Contact forms were pulling in the wrong leads. What we shipped is live today: a value-led corporate platform and a design system aligned with Cookbook.
001
+9.1%
More sessions on business.grubhub.com vs. the previous corporate site, in a matched 59-day window.
002
+6.8%
More active users on the new platform compared to corporate.grubhub.com.
003
+4%
Higher event activity per active user, suggesting deeper engagement with the platform.
004
10 weeks
From discovery to launch on business.grubhub.com.
What we Solved
A website organised around products cannot sell a partnership.
Our task was to reposition corporate accounts around partnership value, not product features. We built the design system and page templates so On Site and every other property can follow without starting from scratch.
Information architecture built around value, not features
The old site was feature-first. Solutions pages overlapped. We rebuilt the information architecture around industries, teams, and products, with a clear path from first visit to conversion.
A design system that is consistent, scalable, and easy to implement
Corporate and On Site had looked like different brands. We defined one visual language on business.grubhub.com first, aligned with Cookbook. Typography, section components, responsive patterns. Everything internal teams need to roll out the next property quickly.
Motion design as a key driver for the new brand experience
The old site was static and purely functional. Motion clarifies hierarchy, supports wayfinding, and brings warmth to the brand. It starts with navigation, where orienting the visitor matters most.
Navigation
We stopped organising the menu around how Grubhub works.
The old corporate site listed ordering mechanics. Ways to Order, Kiosk Platform, Mobile Ordering. Eight overlapping Solutions pages that spoke to product managers, not the finance and HR leaders actually buying Grubhub for Business.
We rebuilt navigation around how decision-makers evaluate a partnership: the industries Grubhub serves, the teams it supports, and the products on offer. Individual ordering, group ordering, catering, and tax-exempt ordering. One structure. One path from first visit to conversion.
Motion on the menu has a defined role: orient visitors through that structure, not decorate it. Hierarchy. Wayfinding. Enough warmth to feel like Grubhub. What follows is that system in action.
Page templates
A platform built from reusable sections, not one-off layouts.
Every page on business.grubhub.com uses the same section library. Hero blocks, value propositions, industry cards, conversion panels.
When On Site and other properties come onboard, teams do not start from scratch. They pick a template, swap the content, and ship. Corporate accounts first. Everything else follows faster.
Explore more work
