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New Year's Resolution Survey Marketing

Atlanta, GA is the US city most resolved to lose weight and get fit in 2017, Grubhub reports

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By Laurie Fullerton, Freelance Writer

January 17, 2017 | 3 min read

Staying fit and leading a healthy lifestyle is the number one most popular New Year's resolution across America, according to Nielsen. With the 'new year, new you' outlook top of mind, the food-ordering company Grubhub and monthly membership service to fitness studios and gyms ClassPass wanted to dig into this age-old trend to see which cities were participating most in an active lifestyle at the beginning of the year, according to ITBriefing.net.

Using 2016 data from both brands, the partnership identified Atlanta as a city that orders the healthiest meals and made the most fitness class reservations. Following Atlanta, the city of Los Angeles, Columbus, Ohio, Seattle, San Diego, Chicago, San Francisco and Boston made healthier food choices and joined a gym or fitness class.

"In today's busy world, it can be challenging to stick to healthy resolutions and we're thrilled to see these cities are turning to Grubhub and ClassPass to start the new year right," said Barbara Martin Coppola, CMO, Grubhub. "We're excited to partner with ClassPass to showcase the healthy options that are available for our customers while they are making an effort to eat healthier and exercise more in the New Year."

In addition, Grubhub and ClassPass found that Americans are turning to roasted cauliflower as a low calorie, winter dish with Grubhub data showing that during the month of January, roasted cauliflower spiked 49% in orders in comparison to the rest of the year. Yoga classes are also up three per cent this month. Grubhub analyzed its healthy dish orders from January 2016 in comparison to all other orders. ClassPass looked at its most active cities based on fitness class reservations during January 2016 in comparison to the cities' user bases.

In addition, Grubhub also found that comprehensive analysis of delivery trends throughout 2016 uncovered compelling stories about what Grubhub users turned to throughout various cultural moments this past year.

For example, on the day the Chicago Cubs broke the curse, Chicagoans celebrated with orders of hot dogs spiking more than 36%. Throughout a particularly severe Winter Storm Jonas last season, orders of tomato soup increased by 230%. And during President Obama's final State of the Union, an American cuisine staple proved patriotic spirits were high, with New England clam chowder as a top-ordered dish.

In evaluating orders from January to November 2016, Grubhub analysts compared orders from the same timeframe in 2015 and 2014 to identify current trends. When looking at specific moments, analysts evaluated each date and found the most ordered dishes by users compared to the rest of the year.

Grubhub also determined that the five most popular dishes in 2016 were Mac and cheese, Chicken and waffles, Tonkotsu ramen, Southern fried chicken and Oxtail.

"We are always looking to use our data to play back insights about big society moments impacting our users' eating behaviors," said Barbara Martin Coppola, CMO, Grubhub.

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