Grubhub’s parent is taking over the startup restaurant rewards claim

Wonder, the parent company of Grubhub, announced it has acquired Claim, a restaurant rewards app.

Founded in 2021, Claim offers cash back rewards to local restaurants that users can redeem for dine-in or pickup orders. Restaurants partner with Claim to create promotions, drive traffic, and track performance insights through the claim dashboard.

The financial terms of the deal were not disclosed. However, Claim said it had raised a total of $20 million, when it raised a $12 million Series A in October 2024. PitchBook estimated its valuation at $62 million.

Grubhub says the acquisition will give restaurants on its platform access to Claim’s customer acquisition and retention tools, while Grubhub diners will receive additional savings and rewards for dining out.

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

Grubhub told TechCrunch that all members of the claim team received extended offers to join Grubhub.

Within Grubhub, the claim will enable more restaurants to connect with consumers through personalized rewards. Grubhub says this will reduce customer acquisition costs and increase repeat visits, all without adding operational complexity.

“Claim’s innovative rewards technology offers a powerful new way for our restaurant partners to personally engage diners and build on Grubhub’s existing powerful marketing toolset,” said Howard Migdahl, Grubhub CEO, in a statement. “With Grubhub and Claim together under one roof, we can expand Claim’s data-driven tools to our more than 415,000 merchants and help our nearly 20 million customers save more money at the restaurants they love.”

The claim is available now to Grubhub merchants and diners in New York City, and is scheduled to roll out nationwide later this year.

Grubhub told TechCrunch that Claim will remain available to existing 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 the Grubhub and Claim apps for both restaurant partners and diners, but it hasn’t shared details about what that experience might look like.

For existing Claim users, Grubhub says there may be some changes to the product and how rewards are paid, but users can continue to expect personalized promotions and rewards for going out to local restaurants.

Investors in the claim include VMG Technology, Sequoia Capital, Susa Ventures, Lightbank and Metalab Ventures.