Grubhub’s Parent Company Wonder Acquires Restaurant Rewards Startup Claim
In a strategic move to enhance its service offerings, Wonder, the parent company of Grubhub, has announced the acquisition of Claim, a restaurant rewards application. This acquisition aims to provide Grubhub’s extensive network of restaurants and diners with advanced tools for customer engagement and retention.
About Claim
Established in 2021, Claim has rapidly gained recognition for its innovative approach to dining rewards. The platform offers cash-back incentives to patrons of local restaurants, applicable for both dine-in and pickup orders. By partnering with Claim, restaurants can design targeted promotions, attract more customers, and gain valuable performance insights through a comprehensive dashboard.
Financial Details
While the exact financial terms of the acquisition remain undisclosed, it’s noteworthy that Claim secured a total of $20 million in funding, including a $12 million Series A round in October 2024. At that time, PitchBook estimated the company’s valuation at $62 million.
Strategic Implications for Grubhub
Integrating Claim’s capabilities into Grubhub’s platform is expected to yield significant benefits:
– Enhanced Customer Acquisition and Retention: Restaurants will have access to Claim’s sophisticated tools, enabling them to attract new patrons and foster loyalty among existing ones.
– Increased Savings for Diners: Grubhub users can look forward to additional savings and rewards when dining out, enhancing their overall experience.
Sam Obletz, CEO and co-founder of Claim, expressed enthusiasm about the merger, stating, By combining a delightful rewards experience and powerful machine learning models, we match restaurants with their next regulars. Claim is a game-changer for these businesses, and joining Grubhub marks an exciting new chapter as we scale to reach millions more diners and thousands of restaurants.
Operational Integration
Grubhub has extended offers to all members of the Claim team, ensuring a seamless transition and continuity in service. The integration is designed to allow restaurants to connect with consumers through personalized rewards, thereby reducing customer acquisition costs and encouraging repeat visits without adding operational complexity.
Howard Migdal, CEO of Grubhub, highlighted the strategic value of the acquisition: Claim’s innovative rewards technology introduces a powerful new way for our restaurant partners to engage in-person diners and builds on Grubhub’s robust existing suite of marketing tools. With Grubhub and Claim together under one roof, we can scale Claim’s data-driven tools to our more than 415,000 merchants and help our nearly 20 million diners save more money at the restaurants they love.
Rollout Plan
Currently, Claim’s services are available to Grubhub merchants and diners in New York City, with plans for a nationwide rollout later this year. In the interim, Claim will continue to operate through its existing app and website. Grubhub intends to develop a streamlined experience across both the Grubhub and Claim platforms for restaurant partners and diners, though specific details have yet to be disclosed.
Impact on Current Users
For existing Claim users, there may be some adjustments to the product and reward payout processes. However, users can continue to expect personalized promotions and rewards for patronizing local restaurants.
Investor Background
Claim’s investors include notable firms such as VMG Technology, Sequoia Capital, Susa Ventures, Lightbank, and Metalab Ventures.
Broader Context
This acquisition is part of a series of strategic moves by Wonder to strengthen its position in the food delivery and restaurant services market. In January 2025, Wonder completed the acquisition of Grubhub from Just Eat Takeaway for $650 million, a significant reduction from Grubhub’s previous valuation of $7.3 billion in 2020. This deal was finalized after Just Eat Takeaway sought a buyer for over two years, aiming to focus on markets where it held a competitive advantage.
Furthermore, in March 2025, Wonder acquired media company Tastemade for approximately $90 million. Tastemade, founded in 2012, produces content related to food, travel, and home, and operates several free, ad-supported streaming television channels. This acquisition provided Wonder with a content studio, production capabilities, and an advertising business, aligning with its mission to create a comprehensive mealtime super app.
Conclusion
The acquisition of Claim by Wonder signifies a strategic effort to enhance Grubhub’s offerings by integrating advanced rewards and customer engagement tools. This move is expected to benefit both restaurant partners and diners, fostering a more dynamic and rewarding dining experience.
