Grubhub Bets Big on Super Bowl Debut: George Clooney Stars in Surreal Ad to Announce Fee-Free Orders
This analysis is based on reporting originally published by Marketing Dive.
Grubhub is making its first-ever Super Bowl appearance this Sunday with a high-stakes message: it's eliminating delivery and service fees on restaurant orders over $50. The 30-second spot, airing in the third quarter, marks a strategic pivot for the delivery platform as it seeks to win back consumers and market share.
The ad, titled "Grubhub Will Eat The Fees," is a surreal tableau directed by Oscar-nominated auteur Yorgos Lanthimos (The Favourite, Poor Things). Set in a lavish, period-style dining room, a group of disheveled aristocrats finishes a meal only to be presented with a final, unpalatable course: a plate of symbolic "fees." A tense debate over who must consume them is abruptly resolved by the arrival of George Clooney, who calmly declares, "Grubhub will eat the fees." The phrase then becomes a manic chant, blending Lanthimos's signature absurdist style with a clear marketing punchline.
"We needed a concept that cut through the noise and spoke directly to a genuine consumer pain point," said Marnie Kain, Grubhub's VP of Brand and Creative. "Lanthimos's unique vision—making the familiar feel strange—and George's credible authority made for a powerful combination to dramatize our new value proposition."
The campaign, developed with agency Anomaly, represents a dual debut: not only Grubhub's first Big Game ad but also Clooney's. The actor, synonymous with Nespresso's premium image, here lends his star power to a "subversive" take on food delivery economics.
Context & Market Impact
The move is a direct response to a price-sensitive market. Grubhub data indicates the average fee on a $50+ order across apps is about $13, a significant annual cost for regular users. The offer goes live ahead of the Super Bowl—a peak delivery day—and will be supported by a year-long multimedia campaign.
This aggressive play follows Grubhub's acquisition by Wonder, a delivery-focused food hall company, in a $650 million deal finalized last month. Since then, Grubhub has rapidly expanded its restaurant roster and ad tech, CEO Howard Migdal noted in a recent interview. Once a pioneer, Grubhub has ceded ground to DoorDash and Uber Eats; this fee elimination is a bold attempt to reframe itself as a consumer champion and innovator.
User Reactions & Commentary
We gathered initial reactions from industry observers:
David Chen, a retail analyst at Benton Insights, offered a measured view: "It's a smart, attention-grabbing differentiator. The Super Bowl audience is massive, and pairing a tangible financial benefit with high-art creative could improve brand perception. The long-term question is sustainability—can they absorb this cost indefinitely?"
Marcus Reed, a food blogger and frequent delivery app user, was more skeptical: "Another 'limited-time' feel-good stunt from a giant trying to buy love. They've been losing for years, and now they throw a Hail Mary with Clooney? I'll believe it when I see the receipt with no hidden charges. This reeks of desperation, not innovation."
Priya Sharma, a marketing professor, focused on the creative strategy: "Using Lanthimos is a fascinating gamble. It distances Grubhub from the generic, upbeat tech ad. It says, 'We're a cultural brand, not just a utility.' Whether that resonates with someone just wanting a cheap burger is the real test."
Sophie Williams, a small restaurant owner on the platform, expressed cautious optimism: "If this brings in more large-group orders and they truly cover the fee loss, it could help us too. But the platform's cut still affects our margins. I hope this leads to a more sustainable model for everyone, not just a flashy promo."