In a surprising turn during its Super Bowl debut, Grubhub announced that it will waive delivery and service fees on restaurant orders over $50, aiming to ease the burden of extra charges that many customers find frustrating. The campaign, starring George Clooney and directed by Yorgos Lanthimos, aired during NBC’s broadcast on February 8, highlighting this major change designed to attract more users to the platform.
Creative Campaign Highlights the Impact of Fee Waivers
The advertisement features a lavish dinner party where, after a concerted effort by guests to avoid taking on additional costs, Clooney boldly declares that Grubhub will cover the fees. This announcement sparked disbelief and celebration among the characters, paralleling Grubhub’s vow to take on these charges indefinitely. The campaign was developed by agency Anomaly and marks a clear shift in the company’s marketing and service approach.
Grubhub’s Strategic Shift to Prioritize Customers Over Fees
Marnie Kain, Grubhub’s vice president and head of brand marketing, explained that this fee waiver is a “fundamental change” in how the company operates. She emphasized that this decision is not passed on to restaurant partners but is absorbed entirely by Grubhub.
“The Super Bowl is really our launching pad for a category disrupting benefit,”
Kain stated in an interview with Adweek.
“This is not something we’re passing along to our restaurant partners. We are literally eating the fees.”
Growth Challenges Drive Grubhub’s Fee Waiver Initiative
This move is a direct response to Grubhub’s struggle to keep pace with competitors like DoorDash and Uber Eats. According to Sensor Tower data, Grubhub’s active monthly users fell by 20% in 2025, dropping to 8 million, compared to DoorDash’s 49 million and Uber Eats’ 21 million. With competitors dominating the market, Grubhub aims to attract new users and orders by removing those unwanted fees.
Industry Context and Market Position
While Uber Eats also promoted itself in the Super Bowl, DoorDash chose not to advertise this year. Notably, Grubhub and Uber Eats have partnered with Instacart rather than competing directly with the grocery delivery app, which also purchased an ad slot during the Big Game. Founded in 2004, Grubhub has undergone significant ownership changes, most recently being acquired by Marc Lore’s Wonder Group in January 2025 after previously belonging to Just Eat Takeaway.com and going public in 2014.
Ongoing Loyalty Benefits for Amazon Prime Members
Before this new initiative, Amazon Prime users already benefited from reduced service and free delivery fees when connecting their accounts with Grubhub, thanks to a five-year agreement started in 2024. As part of this deal, Prime members receive Grubhub+, the app’s loyalty program, at no extra cost with their subscription, setting a precedent for the recent fee waivers.
The Potential Impact of Grubhub’s Fee Waiver Strategy
The new policy represents a risky but strategic investment, aiming to put customer satisfaction ahead of immediate profits.
“We are offering value to them that is really unprecedented in the category,”
Kain noted, underscoring the unprecedented nature of the change. As Grubhub moves forward, this bold approach could reshape competitive dynamics in the food delivery market, possibly prompting rivals to reconsider how fees are structured and communicated to users.
