Grubhub acquires restaurant rewards startup Claim

Grubhub, through its parent company Wonder, has acquired the restaurant rewards startup Claim. Founded in 2021, Claim offers cash-back rewards for local restaurants that users can redeem for dine-in or pickup orders. While the financial terms of the transaction were not disclosed, Claim previously raised a total of $20 million in funding, which includes a $12 million Series A—an early-stage venture capital funding round—raised in October, 2024. PitchBook estimated Claim’s valuation at $62 million. Investors in the startup included VMG Technology, Sequoia Capital, Susa Ventures, Lightbank, and Metalab Ventures. Following the acquisition, all members of the Claim team were extended offers to join Grubhub.

The acquisition will give restaurants on Grubhub’s platform access to Claim’s customer acquisition and retention tools, while Grubhub diners will receive additional savings and rewards for dining out. According to the companies, the integration will use machine learning models to match restaurants with repeat customers, aiming to reduce customer-acquisition costs and drive repeat visits without adding operational complexity. “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,” said Grubhub CEO Howard Migdal. Claim CEO and co-founder Sam Obletz noted that combining the rewards experience with machine learning models helps match restaurants with their next regulars.

Currently, Claim is available to Grubhub merchants and diners in New York City, with a nationwide rollout planned for later this year. Grubhub stated that Claim will continue to be available to its current merchants and consumers through the Claim app and website for the time being. In the coming months, the company plans to create a streamlined experience across both the Grubhub and Claim apps for both restaurant partners and diners, though it did not share specific details on what this will look like. For current Claim users, Grubhub noted there may be some changes to the product and how rewards are paid out, but users can continue to expect personalized promotions and rewards for visiting local restaurants.

Why it matters

Grubhub is acquiring Claim to integrate its restaurant rewards and customer retention tools into the Grubhub platform, aiming to reduce customer-acquisition costs and drive repeat visits for its merchants.