Investing.com -- DoorDash (NASDAQ:DASH) stock fell 1.6% and Uber (NYSE:UBER) shares traded lower on Thursday following news that competitor Grubhub plans to eliminate delivery and service fees on all restaurant orders over $50.
The fee removal initiative, reported by Bloomberg News, will begin rolling out to select users on Thursday before expanding more broadly on February 2. Previously, such fee exemptions were only available to members of Grubhub’s paid subscription service.
According to Grubhub Chief Executive Officer Howard Migdal, the strategic move aims to attract new customers, encourage larger orders, and address what he called the "biggest pain point" in the food delivery industry. Migdal noted that the average fee for orders exceeding $50 across delivery platforms is approximately $13.
The Grubhub CEO also revealed that 81% of the company’s customers have abandoned their carts at some point after seeing the total cost with fees added. "Quite frankly, as a consumer, you feel guilty paying those exorbitant fees to take something from point A to point B," Migdal said.
This competitive pricing strategy from the newly private food-delivery app appears to be putting pressure on publicly traded rivals as investors weigh potential market share implications and the possibility of fee compression across the industry.
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