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Grubhub on Wednesday announced the launch of Grubhub+, a new membership program that costs $9.99 per month and includes several benefits.
It will have free delivery from Grubhub+ restaurants, and members will receive $10 for every $100 spent during their first 30 days. Grubhub also will match donations made to No Kid Hungry, through Donate the Change, on Grubhub+ orders.
Grubhub indicates that currently anyone can sign up for a free 14-day trial of Grubhub+, and anyone who shows proof of participating in any other food delivery subscription program can get a 30-day free trial. Also, Grubhub+ will be free for all students enrolled at any campus that works with Grubhub.
There is a minimum order of $12 for Grubhub+ members to get free delivery, according to Restaurant Dive, which also says that more than 100,000 restaurant partners are part of Grubhub+.
Grubhub launched Perks last year, an in-app feature that includes offers only available on Grubhub, along with new ways to earn and redeem restaurant loyalty rewards.
“Whether they’re trying us out for the first time or order many times a week, diners already love our exclusive Perks,” Sam Hall, Grubhub’s Chief Product Officer, said in a release. “Now with Grubhub+, we’re excited to dramatically expand rewards while doubling our charitable impact and assisting with our elite support teams. We’ve pulled out all the stops for this program.”
Grubhub says more than $200 million dollars in rewards were redeemed by diners across its platforms in 2019, and the introduction of Grubhub+ advances the company’s strategy to offer the most rewards in the industry.
“Generous diner rewards are at the core of Grubhub’s competitive strategy. As the only profitable company in our space, we are leveraging our profits to stay laser-focused on having the most restaurants in the network and giving away as much free food as possible,” Matt Maloney, Grubhub founder and CEO, said in the release. “With the most restaurants and the best loyalty programs, we believe that we have the right formula and are ideally positioned for success.”
In January 2020, Grubhub launched its Ultimate technology, a proprietary hardware and software solution that integrates all restaurant ordering channels into one system. “Ultimate is a digital workflow solution, connecting the front- and back-of-the house directly with diners and creating a transparent view into their order status – whether diners order for pickup or delivery on Grubhub, at an in-store kiosk, or directly with a cashier,” Grubhub said at that time.
Grubhub says it has the largest and most comprehensive network of restaurant partners and more than 22 million active diners. The Grubhub portfolio includes Grubhub, Seamless, LevelUp, AllMenus and MenuPages.
With a crowded space that includes competitors such as DoorDash, Uber Eats, and Postmates, Grubhub is looking to provide a differentiated offering to customers that drives loyalty to the brand. It remains to be seen if a subscription membership program will help Grubhub meet that goal.
More on Grubhub from Loyalty360
Grubhub Shares Annual “Year in Food” Report Featuring Top Trends of 2019
McDonald’s Expands Delivery via Grubhub
Dunkin’ and Grubhub Partner to Bring Customers a Seamless Experience
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