"Anecdote treats all of our unstructured customer feedback like true data. Their NLP models pick up on sentiment and sort it into categories. We can search everything instantly, see the numbers, and even build our own customizable feedback dashboards."
Alexandra Motto
Director of Product and Design Operations, Grubhub
Overview
We caught up with Alexandra Motto, Director of Product and Design Operations at Grubhub, to hear how Anecdote’s voice of the customer platform has helped their product, design, marketing, and support teams get a clearer understanding of their customers over the last couple of years.
Alexandra leads a cross functional portfolio of workstreams that ensures Grubhub's product and design organization run with clarity, efficiency, and customer focus.
The company
Grubhub is a leading web and mobile platform for food delivery and pickup across the United States. It connects millions of users with local restaurants, convenience stores, and independent shops, making everyday ordering fast, convenient, and personalized.
The problem
Before adopting Anecdote, Grubhub’s product and support teams were inundated with customer feedback from diners, restaurant partners, and drivers. Reviews, support tickets, and social posts from multiple platforms came in nonstop, but each lived in its own silo - Zendesk, App Store reviews, internal Slack threads.
The product team cared deeply about customer experience, yet crucial context slipped through because there was no single place to bring their feedback together.
Back then, there was also no dependable way to measure sentiment or surface recurring themes. Team members could read a one off comment or ticket, but turning those anecdotes into priorities was really difficult. Without trend lines or historical context, it was hard to tell whether an order-tracking complaint was a one off or a pain point affecting thousands of diners.
The solution
With Anecdote, the Grubhub team brought all their different feedback sources into one place. This let them see the full picture and quickly spot what needed attention.
Team's across Grubhub can now:
- Spot patterns fast – Automatically pull out common topics and customer feelings from reviews, Zendesk tickets, social media, and surveys.
- Focus on the right cohort – Break down insights by diner, driver, restaurant, market, or feature to find the specific problems that matter.
- Make live dashboards – Keep an eye on things like churn risk, delivery issues, or feature requests and share updates with team-members through Slack or email.
- Get full context – By connecting to Zendesk, they see an analysis of actual messages from customers as well as their support history. This helps product managers understand the problem better.
- Stay ahead with weekly AI summaries – Quick updates highlight new trends so teams don’t have to dig through tons of feedback. These summaries help leaders stay in the loop.
- Use feedback to shape strategy – Now, product plans and roadmaps are based on real data.
The result
What used to be a really slow, fragmented process is now a simple, always-on system that supports every product sprint with accurate feedback data.
For example, within 2025 planning, the Consumer team quickly made a dashboard in Anecdote. After looking through the summarized data and clicking around, they could easily see that there were two product related issues bothering their customers the most.
These issues were immediately prioritized and fixed within the next sprint.
Anecdote has tightened the loop between what diners say and what Grubhub does in practice. Their users feel the difference, and they can now move forward with more data-driven confidence.
The most impactful change Anecdote made at Grubhub
Since adopting Anecdote across their Product teams, they’ve been able to bring Voice of the Customer insights into their product strategy and briefs much more easily. They already had strong research and analytics teams, but Anecdote added another way to spot and validate problems, and back up why those problems were worth solving. It’s also been useful at the leadership level, helping them regularly review customer pain points and focus on what matters most.
What feature do the teams love most?
They love how fast Anecdote puts together feedback Insight reports. In minutes they can see feedback on anything - churn, delivery issues, or new feature requests - and watch how those issues change over time. The reports also let them slice the data any way they want, like by product, city, or region.
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