Grubhub Will Eat the Fees is Grubhub's First Big Game National Commercial
Laura McQuarrie — February 2, 2026 — Marketing
References: multivu
Grubhub is gearing up to air its first Super Bowl national commercial, and Grubhub Will Eat the Fees matches Academy Award-winning actor George Clooney with director Yorgos Lanthimos to tackle the largest barrier to ordering delivery: the fees.
Grubhub is introducing a new, no-fee benefit—Grubhub will eat the delivery and service fees on restaurant orders over $50—and unlike short-term promotions or limited-time discounts, this is a core part of the ordering and delivery marketplace's core model. "For too long, ordering delivery has come with sticker shock. Today, we're changing that by fundamentally rethinking how delivery pricing works and putting hundreds of millions of dollars back into customers' pockets," said Howard Migdal, CEO of Grubhub. "'Grubhub Will Eat the Fees' reflects our vision for a more affordable, sustainable delivery ecosystem—and our commitment to delivering real value to customers every day."
Grubhub is introducing a new, no-fee benefit—Grubhub will eat the delivery and service fees on restaurant orders over $50—and unlike short-term promotions or limited-time discounts, this is a core part of the ordering and delivery marketplace's core model. "For too long, ordering delivery has come with sticker shock. Today, we're changing that by fundamentally rethinking how delivery pricing works and putting hundreds of millions of dollars back into customers' pockets," said Howard Migdal, CEO of Grubhub. "'Grubhub Will Eat the Fees' reflects our vision for a more affordable, sustainable delivery ecosystem—and our commitment to delivering real value to customers every day."
Trend Themes
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No-fee Delivery Platforms — The emergence of no-fee delivery services is transforming consumer expectations by removing financial barriers associated with food delivery.
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Celebrity-driven Advertising — Collaborations featuring high-profile celebrities are increasingly utilized to enhance brand recognition and engage diverse audiences through memorable marketing strategies.
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Sustainable Delivery Ecosystems — Companies are shifting towards more sustainable delivery models, ensuring long-term viability and customer satisfaction by reducing cost-related obstacles.
Industry Implications
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Food Delivery Services — The food delivery industry is poised for disruption as companies innovate with no-fee models, appealing to price-sensitive consumers and increasing market competitiveness.
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Digital Advertising — The digital advertising sector is leveraging celebrity endorsements in high-stakes events such as the Super Bowl to capture substantial attention and elevate brand narratives.
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E-commerce Marketplaces — E-commerce marketplaces are evolving by incorporating fee-free structures, which significantly alter the traditional financial dynamics of online consumer transactions.
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