Grubhub Parent Acquires Restaurant Rewards Startup Claim

Grubhub's parent company, Wonder, announced that it has acquired Claim, a restaurant-focused rewards application.

Founded in 2021, Claim offers cashback rewards on purchases at local restaurants, which users can redeem for dine-in or pickup orders. Restaurants work with Claim to design promotional offers, increase foot traffic, and monitor performance through Claim's analytics dashboard.

Financial terms of the acquisition were not disclosed. Claim previously raised a total of $20 million in funding, including a $12 million Series A round completed in October 2024. At that time, the company said it had raised $20 million overall, and PitchBook estimated its valuation at $62 million.

Grubhub said the acquisition will allow restaurants on its platform to access Claim's customer acquisition and retention tools, while diners using Grubhub will gain access to additional discounts and rewards when dining out.

"By combining a delightful rewards experience and powerful machine learning models, we match restaurants with their next regulars. Claim is a game-changer for these businesses, and joining Grubhub marks an exciting new chapter as we scale to reach millions more diners and thousands of restaurants," said Claim co-founder and CEO Sam Obletz in a statement.

Grubhub confirmed to TechCrunch that all members of the Claim team were offered roles at Grubhub following the acquisition.

As part of Grubhub, Claim will help more restaurants connect with consumers through personalised rewards. Grubhub said this approach is designed to lower customer acquisition costs and encourage repeat visits, without adding operational complexity for restaurant partners.

"Claim's innovative rewards technology introduces a powerful new way for our restaurant partners to engage in-person diners and builds on Grubhub's robust existing suite of marketing tools," said Howard Migdal, CEO of Grubhub, in a statement. "With Grubhub and Claim together under one roof, we can scale Claim's data-driven tools to our more than 415,000 merchants and help our nearly 20 million diners save more money at the restaurants they love."

Claim is currently available to Grubhub merchants and diners in New York City, with a nationwide expansion planned for later this year.

Grubhub also said that Claim will continue operating for existing merchants and users through the Claim app and website for the time being. Over the coming months, the company plans to introduce a more streamlined experience across both the Grubhub and Claim apps for restaurant partners and diners, though specific details were not shared.

For current Claim users, Grubhub noted that some changes may occur to the product and how rewards are distributed. However, users can still expect personalised promotions and cashback rewards for dining at local restaurants.

Claim's investors included VMG Technology, Sequoia Capital, Susa Ventures, Lightbank, and Metalab Ventures.