Grubhub Relaunches Its Subscription Program With New Perks

Grubhub+, the food delivery app's premium subscription tier, is being expanded to offer customers more benefits. According to a press release sent to Tasting Table, the company announced that in addition to the longstanding perk of unlimited free delivery for purchases over $12, it will now also include lower service fees and a 5% credit for pickup orders, which customers can apply like cash. Members will also continue to receive special offers from participating restaurants and get personalized rewards for passing membership milestones.

Grubhub+ was first launched in 2020 but has received mixed reviews in that time. For customers, the benchmark for value has always been a cross between subscription cost and how many participating restaurants are in the area. However, it has had stiff competition from DoorDash's DashPass, which many felt offered more benefits for the same price. Restaurant Business notes that DashPass subscribers were already receiving the credit on pickup orders Grubhub+ is now offering its members. The criticism was heard and used to create the new program. 

"We continually gather feedback from our diners, and they've told us they want more value, recognition and elevated service from their subscription programs. That's exactly what we've offered with the relaunch," said Grubhub's Vice President of Loyalty, Customer Engagement, and Partnerships Launika Raykar. She continues, "We took the best features from the original Grubhub+ program and our previous pilot programs to drive measurable value and tangible savings for members."

Recognizing that folks will likely take them up on those pickup perks, the company is offering added value beyond the "grub." According to the release, the company has partnered with Shell, and Grubhub+ members who link their accounts will instantly receive Gold Status in Shell's Fuel Rewards program, saving them 5 cents per gallon every time they refill at Shell stations. 

If Grubhub users are still uncertain about how much the premium service will save them in the long run, the company has partnered with other popular subscription services to allow customers a one-year free trial. Amazon Prime and Lyft Pink are both offering one-year free memberships to Grubhub+ for their paying subscribers, and Bank of America provides a similar offer to select card holders, so foodies can test how much they end up utilizing the service throughout the year and take advantage of some rewards.