Dive Brief:
- Grubhub’s parent company, Wonder, has acquired Claim, a restaurant rewards app, Grubhub wrote in an email to Restaurant Dive. Claim allows consumers to earn cashback rewards from local restaurants and redeem them on dine-in and pickup orders.
- Claim also creates promotions for these consumers, which can boost traffic, and tracks performance insights with a dashboard. It will be made available to Grubhub merchants in New York immediately, with a national rollout expected later this year.
- Aggregator marketplaces have developed a number of tools to boost dine-in traffic. DoorDash launched dine-in rewards and reservations following its buyout of SevenRooms, while Uber Eats added a “Dine Out” tab through an integration with OpenTable, allowing users to book reservations in the Uber Eats app.
Dive Insight:
In 2025 — the first full year under Wonder’s ownership — Grubhub added tens of thousands of restaurants and now works with over 400,000 U.S. operators, CEO Howard Migdal said in an interview.
The company also expanded its toolkit, and improved its ads and its offer platform, he added.
“All of our previous work has been to attract new customers mostly for delivery or to drive frequency and retention of delivery orders, but we obviously know the food landscape is much larger than just delivery,” Migdal said. “This will be the first time we’ll have an integrated product where customers can discover new restaurants and offers for dine-in and pickup.”
Claim will access an enrolled customer’s credit card history to match guests with restaurants that they have a high chance of trying based on their order history, he said, adding that Claim tries to convert consumers into long-term regulars. Restaurants can set up a campaign and track their return of investment on that campaign through a dashboard.
Customers automatically receive cashback for their transactions and don’t need to do anything further, he said.
“Restaurants can attract high-value customers. Customers can find new restaurants they love,” Midgal said. “[Claim] built this great technology, but what they lack is scale, and Grubhub has scale.”
Currently, restaurants will need to set up a promotion on Claim, and customers will receive that offer on Claim’s app. Over the next few months, however, the technology will be integrated into Grubhub, allowing restaurants to set up a Claim offer through the Grubhub portal, Midgal said.
There is no set price for partners and they pay for the tool on each order claimed using the promotion, he said.
Merchants on Claim typically see incremental returns of about $3 to $5 for each dollar invested, the company wrote in an email. Many campaigns see redemption rates of over 30%.
Claim is just the latest example of Wonder’s strategy for Grubhub, which focuses on a longer-term approach to benefit all of Grubhub’s stakeholders, Migdal said.
“We’re investing more into the platform. We're investing more into the customer. We're investing more into the restaurants and the couriers, and trying to add value to all our stakeholders,” Migdal said. “After many years of no growth or stagnant growth, we've accelerated growth in ’25, we’ll accelerate growth more in 2026 and we'll continue to invest to add as much value as possible for all sides of the marketplace.”
