Grubhub Eliminates Delivery and Service Fees for Orders Over $50
In a strategic move to enhance its market position, Grubhub has announced the permanent removal of delivery and service fees for restaurant orders exceeding $50. This initiative, unveiled alongside their Super Bowl 2026 commercial featuring George Clooney, aims to provide substantial savings to customers and strengthen Grubhub’s competitiveness in the food delivery industry.
Super Bowl 2026 Advertisement
The new advertisement showcases George Clooney at an opulent dinner party. When the host inquires, Who will eat the fees? Clooney confidently responds, Grubhub will eat the fees. This creative campaign underscores Grubhub’s commitment to absorbing additional costs for the benefit of its customers.
Permanent Fee Waiver Details
Grubhub’s decision to eliminate fees on orders over $50 is a permanent offering designed to alleviate financial burdens for consumers during challenging economic times. The company highlights that, on average, delivery and service fees for such orders amount to approximately $13 per transaction across various food delivery platforms. By waiving these fees, Grubhub positions itself as a cost-effective option for larger orders.
Competitive Landscape
This move distinguishes Grubhub from competitors like DoorDash and Uber Eats, neither of which offer a permanent waiver of delivery and service fees on large orders. Typically, their promotions are limited-time offers or tied to paid subscription services, such as DashPass or Uber One, which often apply only to select restaurants or come with other restrictions.
Addressing User Growth Challenges
The fee waiver comes at a time when Grubhub is facing challenges in user growth. Acquired by Marc Lore’s Wonder Group in 2024, the company experienced a 20% decline in monthly active users in 2025, reducing the number to 8 million. In contrast, DoorDash boasts nearly 50 million monthly active users. This strategic initiative aims to attract more customers and regain market share.
Acquisition of Claim
In addition to the new fee policy, Grubhub has recently acquired Claim, a startup that offers cash-back rewards at local restaurants. Customers can redeem these rewards for dine-in or pickup orders. Through this acquisition, Grubhub seeks to assist more restaurants in engaging customers via personalized rewards programs, further enhancing its value proposition.
Conclusion
Grubhub’s elimination of delivery and service fees for orders over $50 represents a significant step in its efforts to provide better value to customers and strengthen its position in the competitive food delivery market. Coupled with strategic acquisitions like Claim, Grubhub is actively working to enhance customer engagement and drive growth.
