Grubhub Acquires Claim to Scale Personalized Restaurant Rewards

Can a rewards app save the delivery giant? Grubhub's parent company, Wonder, is betting on offline loyalty to win the long game. The company just announced its acquisition of Claim, a restaurant rewards platform that matches diners with local eateries through cash-back incentives and machine learning.

Grubhub Acquires Claim to Boost Merchant Marketing Tools

Founded in 2021, Claim has quickly become a key player in the dining sector by offering a seamless rewards experience for in-person and pickup orders. According to TechCrunch, Claim raised a total of $20 million before the acquisition, with a Series A round in late 2024 valuing the startup at approximately $62 million.

Grubhub CEO Howard Migdal stated that this move will empower their 415,000 merchants to engage customers more effectively. By leveraging Claim's data-driven tools, Grubhub aims to reduce customer acquisition costs and drive repeat visits for its nearly 20 million diners.

A New Chapter for Dine-in Loyalty

The integration begins in New York City, with a nationwide rollout planned for later in 2026. While the Claim app will remain independent for now, Grubhub plans to create a more streamlined experience across both platforms in the coming months. All current Claim employees were offered roles at the food-tech giant.