Grubhub Bets Big: Drops All Fees on Orders Over $50 in Permanent Play to Win Back Market Share
In a direct challenge to the dominance of DoorDash and Uber Eats, Grubhub is launching a permanent fee waiver for larger orders, betting that significant savings will lure customers back to its platform. The company confirmed that starting this month, all delivery and service fees—which typically average around $13—will be eliminated for any restaurant order over $50.
The bold policy was unveiled alongside Grubhub's 2026 Super Bowl commercial, starring George Clooney. In the spot, Clooney quips "Grubhub will eat the fees," translating the company's new value proposition into a memorable tagline aimed at consumers feeling the pinch of inflation and high delivery costs.
Industry analysts note this is a distinctive play in the crowded food delivery sector. While rivals offer fee waivers through subscription services like DashPass or as limited-time promotions, Grubhub's offer is permanent, unrestricted, and applies to all partner restaurants. This move comes at a critical time for the company, which was acquired by Marc Lore's Wonder Group in 2024. According to data from Sensor Tower, Grubhub's monthly active users fell 20% year-over-year in 2025 to 8 million, a stark contrast to DoorDash's nearly 50 million.
"This isn't just a promotion; it's a fundamental repositioning," said a market analyst familiar with the sector. "Grubhub is conceding the high-frequency, small-order market to focus on capturing the more profitable family and group order segment where fees are a bigger pain point." The strategy is complemented by Grubhub's recent acquisition of Claim, a startup offering cash-back rewards at local restaurants, indicating a broader push to build loyalty through both delivery and dine-in channels.
User Reactions
Michael R., Small Business Owner in Chicago: "As someone who orders lunch for the office twice a week, this is a game-changer. The fees on those big orders were getting ridiculous. If this is truly permanent, I'm switching our account from DoorDash immediately."
Sarah Chen, Food Blogger: "It's a smart, aggressive differentiation. But the real test is execution—restaurant selection, delivery times, and customer service. Lower fees won't matter if the overall experience lags behind."
David Miller, Consumer Advocate: "This feels desperate. They're hemorrhaging users, so they're buying market share by cutting their own revenue. How long can that last? And let's be clear: this does nothing for the single person ordering a $30 meal, which is most orders. It's a PR stunt targeting a minority of transactions."
Priya Sharma, College Student: "My roommates and I just tried it for a big pizza order. Saving $15 felt amazing. We'll definitely use Grubhub for our group orders now. It actually makes splitting the check easier."