Wonder acquires rewards startup Claim to boost Grubhub

Wonder, the parent company of Grubhub, has finalized the acquisition of Claim, a startup specializing in restaurant rewards. This strategic move aims to integrate Claim’s customer acquisition and retention technology into the broader Grubhub ecosystem, providing merchants with new ways to drive foot traffic and encourage repeat business.

Scaling restaurant engagement

Since its founding in 2021, Claim has focused on helping local restaurants build loyalty through cash-back incentives for dine-in and pickup orders. By joining forces with Grubhub, these tools will be scaled to reach a significantly larger audience. Grubhub currently supports over 415,000 merchants and serves nearly 20 million diners.

“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,” Grubhub CEO Howard Migdal stated. He noted that the integration is designed to help diners save money at their preferred local spots while providing restaurants with data-driven insights.

Operational details and future rollout

While the financial terms of the transaction remain undisclosed, Claim had previously secured $20 million in total funding. The company’s most recent raise, a $12 million Series A in October 2024, was supported by investors including Sequoia Capital, VMG Technology, Susa Ventures, Lightbank, and Metalab Ventures. PitchBook had previously estimated the startup’s valuation at $62 million.

Regarding the transition of personnel and operations, Grubhub confirmed that the entire Claim team received offers to join the parent organization. The integration process will follow these steps:

• Immediate Availability: Claim is currently active for Grubhub users and merchants in New York City.
• National Expansion: A full rollout across the United States is scheduled for later this year.
• Platform Consolidation: For now, the Claim app and website will remain operational. Grubhub plans to develop a more streamlined, unified experience for both diners and restaurant partners in the coming months.

Sam Obletz, CEO and co-founder of Claim, emphasized the potential of the merger: “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 the integration progresses, current Claim users should expect potential adjustments to how rewards are processed. However, the company maintains that the core experience—personalized promotions for local dining—will remain a priority throughout the transition.