While ordering in is sort of at all times a mouth-watering proposition, there’s one half that’s typically onerous to abdomen: the additional charges.
For its Super Bowl debut, Grubhub has enlisted actor George Clooney and award-winning director Yorgos Lanthimos to deal with these unwelcome price additions head on.
After presiding over a lavish banquet, the host pronounces the ultimate course, demanding, “Who will eat the fees?”
Guests take turns declining—one’s too full, one other has an allergy. Then, from the opposite finish of the lengthy eating desk, Clooney pronounces that “Grubhub will eat the fees,” prompting a refrain of disbelief and celebration. A voiceover then pronounces that Grubhub is waiving supply and repair charges on restaurant orders over $50.
The change is one thing that Grubhub is planning to institute indefinitely, stated Marnie Kain, vp and head of name advertising and marketing for Grubhub. Neither service charges nor supply charges will apply to orders over $50.
“The Super Bowl is really our launching pad for a category disrupting benefit,” Kain informed ADWEEK. “This is a fundamental change to how we’re going to market.”
The resolution represents an funding in Grubhub’s model and an effort to “put people over profits,” Kain stated. “This is not something we’re passing along to our restaurant partners. We are literally eating the fees.”
That does include a price, Kain acknowledged, however the firm goals to make up for that price with the extra customers and orders it hopes this variation—and massive advert marketing campaign—will deliver to the platform.
“We are offering value to them that is really unprecedented in the category,” Kain stated.
Taking an enormous swing like this is sensible for Grubhub, which is trailing opponents DoorDash and Uber Eats by a big margin. Total month-to-month energetic customers haven’t grown year-over-year since 2021, in keeping with advertising and marketing intelligence agency Sensor Tower. In 2025, Grubhub’s month-to-month energetic customers dropped 20% 12 months over 12 months to eight million. DoorDash and Uber Eats had 49 million and 21 million month-to-month energetic customers final 12 months, respectively.