Grubhub’s parent earns a restaurant rewards startup Claim

Grubhub’s parent company, Wonder, has announced that it has acquired it statementrestaurant rewards app.

Founded in 2021, Klaim offers cashback rewards to local restaurants that users can redeem for dine-in or takeout orders. Restaurants partner with Claim to create promotions, boost foot traffic, and track performance insights through Claim’s dashboard.

The financial terms of the deal were not disclosed, but Claims raised a total of $20 million, said when it raised a $12 million Series A in October 2024. Pitchbook estimated the price at $62 million.

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

“By combining an exciting rewards experience and a powerful machine learning model, we match restaurants with the next regular customer. Claim is a game-changer for the business, and joining Grubhub marks an exciting new chapter as we scale to reach millions more diners and thousands of restaurants,” Claim CEO and co-founder Sam Obletz in a statement.

Grubhub told TechCrunch that all members of the Claims team were given offers to join Grubhub.

At Grubhub, Claims will enable more restaurants to connect with consumers through personalized gifts. Grubhub says this will reduce customer acquisition costs and drive repeat visits, all without increasing operational complexity.

“Klaim’s innovative rewards technology introduces a powerful new way for restaurant partners to engage people in dining and build on Grubhub’s existing marketing tools,” Grubhub CEO Howard Migdal said in a statement. “With Grubhub and Claim together under one roof, we can extend Claim’s data-driven tools to more than 415,000 merchants and help nearly 20 million diners save more money at their favorite restaurants.”

Claims is currently available to Grubhub merchants and diners in New York City, with plans for a national rollout later this year.

Grubhub told TechCrunch that Claims will continue to be available to merchants and consumers today through the Claims app and website “for now.” In the coming months, the company plans to create a “leaner experience” in the Grubhub and Claim apps for its restaurant and dining partners, but did not share specifics about it.

For current Claim users, Grubhub says there are some changes to the product and how rewards are earned, but users can continue to expect personalized promotions and rewards for going to local restaurants.

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