Grubhub is making significant changes aimed at enhancing its competitiveness in the rapidly evolving food delivery market, particularly against rivals like DoorDash and Uber Eats. In a recent announcement, the company revealed a new policy that eliminates delivery and service fees for all restaurant orders exceeding $50. This strategic move is intended to provide substantial savings for customers and improve Grubhub’s market position.
The announcement coincided with the unveiling of Grubhub’s Super Bowl 2026 commercial, which features Hollywood star George Clooney. In the ad, set at an upscale dinner event, Clooney humorously addresses the question of who will absorb the delivery fees, confidently stating, “Grubhub will eat the fees.” This tagline is poised to resonate with consumers, emphasizing the company’s commitment to customer savings during challenging economic times.
Grubhub has highlighted that the removal of these fees is a permanent change rather than a temporary promotion, setting it apart from competitors. Currently, delivery and service fees for orders above $50 can average around $13 on major platforms. While competitors like DoorDash and Uber Eats often run limited-time offers or require paid membership plans—sometimes with additional stipulations—Grubhub’s new policy is straightforward and devoid of such conditions.
This bold initiative comes as Grubhub seeks to recover from recent challenges, including a notable drop in user engagement. Following its acquisition by Marc Lore’s Wonder Group in 2024, Grubhub’s monthly active users decreased by 20% year-over-year in 2025, bringing its total to approximately 8 million. In stark contrast, DoorDash boasts nearly 50 million monthly active users.
In addition to the revised fee structure, Grubhub is further diversifying its offerings by acquiring Claim, a startup that specializes in cash-back rewards at local restaurants. This acquisition aims to bolster customer loyalty by allowing diners to redeem rewards for dine-in or pickup orders, enhancing the appeal of Grubhub’s platform for both users and restaurants alike.
As Grubhub transitions into this new phase of its operation, it is clear that the company is focused on not only attracting new customers but also retaining existing ones through innovative policies and value-driven initiatives.
