# Covetable Membership Campaigns Gold Days of Grubhub+ is Kicking Off with "Gold Digging Season" By Laura McQuarrie | Published 2026-04-28 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/gold-days-of-grubhub References: [multivu](https://www.multivu.com/grubhub/9390752-en-gold-days-of-grubhub-member-appreciation-event) & [grubhub](http://www.grubhub.com/plus/)  Throughout May, Grubhub will be celebrating its largest member appreciation event of the year, Gold Days of [Grubhub+](https://www.trendhunter.com/trends/loyalty-subscription-program-grubhub), featuring over $5 million in savings across more than 10,000 member-exclusive deals, including free menu items and [BOGO](https://www.trendhunter.com/trends/huey-magoo) deals from some of the country's most popular restaurants. The first week of May, from the 1st to the 10th, members can look forward to accessing a free 3PC Tender Combo with their $20+ KFC order, and a buy-one-get-one Personal Pan Pizza with a $25+ order at [Pizza Hut](https://www.trendhunter.com/trends/hut-rewards1). To kick off the mong-long event, Grubhub dropped a new campaign called Gold Digging Season, which positions a Grubhub+ membership as the ultimate social currency, and pokes fun at the playful reality that when you have something of value, others can't help but want a piece of it. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 49% | Activity: 56% | Freshness: 72% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Why This Trend Is Growing - **Membership-first Marketing:** Exclusive, time-limited member events are redefining value exchange by turning subscriptions into primary drivers of customer acquisition and retention. - **Social-currency Positioning:** Framing memberships as desirable status signals is shifting consumer behavior toward platform affiliation as a form of social capital. - **Hyper-localized Exclusive Offers:** Large-scale campaigns that deliver curated, location-specific perks are enabling platforms to monetize local partnerships and tailor perceived value at scale. ### Industries Being Reshaped - **Food-delivery Platforms:** Delivery apps bundling membership perks with merchant promotions are rewriting economics between platforms, restaurants, and consumers through volume-driven exclusive deals. - **Quick-service Restaurants:** Fast-casual chains offering member-only menu items and BOGO promotions are altering loyalty dynamics and driving incremental traffic via platform collaborations. - **Retail and Commerce Loyalty:** Retailers integrating subscription-style access to limited-time discounts and freebies are transforming traditional couponing into a recurring revenue model tied to customer engagement. ## Related on Trend Hunter - [Autonomous Delivery Electric Vehicles](https://www.trendhunter.com/trends/autonomous-delivery-electric-vehicles.md) - [Voice Food Concierges](https://www.trendhunter.com/trends/moodbite.md) - [Dedicated Rehydration Days](https://www.trendhunter.com/trends/national-rehydration-day.md) - [Family-Sized Drone Deliveries](https://www.trendhunter.com/trends/flytrex-and-little-caesars.md) - [Inaugural Drone Food Deliveries](https://www.trendhunter.com/trends/drone-delivery-test-program.md) - [Exciting Fee Return Promotions](https://www.trendhunter.com/trends/fee-return.md) - [AI-Powered Superapps](https://www.trendhunter.com/trends/AI-powered-superapps.md) - [Food Delivery Platforms](https://www.trendhunter.com/trends/food-delivery-app-development.md) - [No-Fee Food Delivery Ads](https://www.trendhunter.com/trends/grubhub-will-eat-the-fees.md)