In a significant move for the food delivery industry, the parent company of Grubhub has acquired Claim, a promising restaurant rewards startup, as reported on January 20, 2026.
This acquisition marks a strategic step to enhance customer engagement and retention for restaurants partnered with Grubhub, a major player in the U.S. food delivery market.
Strengthening Restaurant Partnerships with Innovative Tools
The integration of Claim’s customer acquisition tools will empower Grubhub-affiliated restaurants to attract and retain diners through personalized rewards and incentives.
Originally reported by TechCrunch, this deal allows Grubhub diners to earn rewards, creating a win-win scenario for both customers and restaurant owners.
A History of Growth and Challenges for Grubhub
Grubhub, under the ownership of Just Eat Takeaway.com until its recent sale to Wonder for $650 million in November 2024, has faced intense competition from rivals like Uber Eats and DoorDash.
Over the years, the company has navigated legal challenges, including a $25 million settlement in December 2024 for deceptive practices, as well as a $7.15 million class action settlement over unauthorized restaurant listings.
Impact on the Food Delivery Ecosystem
The acquisition of Claim signals Grubhub’s intent to pivot toward value-added services, differentiating itself in a crowded market by focusing on diner loyalty and restaurant profitability.
This move could potentially reshape how food delivery platforms interact with their restaurant partners, offering a competitive edge against other apps that prioritize low-cost delivery over long-term relationships.
Looking Ahead: The Future of Dining Rewards
Industry experts predict that integrating Claim’s technology may lead to innovative reward programs, possibly including gamified dining experiences or exclusive offers for frequent Grubhub users.
As consumer demand for personalized experiences grows, this acquisition positions Grubhub to tap into a lucrative market trend, potentially increasing user retention and order frequency.
However, the success of this integration will depend on seamless execution and the ability to balance restaurant margins with attractive customer incentives.
For now, the food delivery landscape watches closely as Grubhub aims to redefine the dining experience through strategic acquisitions like Claim.
Alfred Lee
