A Bold Shift in Food Delivery Economics
Grubhub is aggressively challenging market leaders DoorDash and Uber Eats by permanently eliminating delivery and service fees on all restaurant orders exceeding $50. Announced this Monday, the policy shift aims to provide immediate financial relief to consumers while revitalizing the brand’s position in a highly saturated delivery landscape.
George Clooney Joins the “Fee-Free” Campaign
The company unveiled its new strategy alongside a high-profile Super Bowl 2026 commercial. The spot features actor George Clooney hosting an extravagant dinner party, where he provides the punchline to the brand’s new mission: when asked who will cover the costs, Clooney confirms, “Grubhub will eat the fees.”
Why Grubhub is Betting Big on Large Orders
According to the company, the average delivery and service fees for orders surpassing the $50 threshold typically hover around $13 per transaction. By absorbing these costs permanently, Grubhub differentiates itself from competitors like DoorDash and Uber Eats, which generally restrict fee waivers to paid subscription models—such as DashPass or Uber One—or limited-time promotions with specific vendor exclusions.
Addressing a Competitive Market Gap
This strategic policy change arrives at a critical juncture for Grubhub. Following its 2024 acquisition by Marc Lore’s Wonder Group, the platform has struggled with user retention. Data from Sensor Tower indicates that Grubhub’s monthly active users dipped 20% year-over-year in 2025, falling to 8 million—a significant gap compared to DoorDash, which currently commands nearly 50 million monthly active users.
Expanding the Ecosystem with Claim
Beyond fee reductions, Grubhub is diversifying its value proposition through the acquisition of Claim. This startup specializes in cash-back rewards for local eateries, applicable to both dine-in and pickup orders. By integrating Claim’s technology, Grubhub intends to offer more personalized rewards, helping restaurants better engage their customer base and drive loyalty beyond standard delivery transactions.