Wonder adds Grubhub restaurants in brand refresh
The delivery-focused restaurant company founded by former Walmart executive Marc Lore is expanding its product selection as part of a branding initiative.
Wonder is adding local restaurants featured on its Grubhub on-demand delivery subsidiary, acquired from Netherlands-based global online delivery conglomerate JustEatTakeaway.com for $650 million in November 2024, to its app.
For the first time, Grubhub partners will be available directly through the Wonder app along with Wonder’s existing restaurants and meal kits from Blue Apron, which Wonder purchased for $103 million in 2023. To introduce its new branding, Wonder is launching its first full-funnel brand campaign across owned, paid and earned channels.
The campaign will encompass social, email, in-store, and the company’s first connected TV promotions. New features of Wonder’s branding include a modern logo, a bolder color palette, and an upgraded brand voice.
"Wonder is the only platform that guarantees to satisfy every craving without compromise and regardless of format, channel or daypart," said Courtney Lawrie, senior VP & GM at Wonder. "Bringing local restaurants to the Wonder app is a massive step forward in our brand’s evolution, and this bold new identity is designed not just to reflect the multi-format mealtime platform we’ve become but lay the foundation for where we are next."
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Wonder - a brief history
Marc Lore is credited with transforming Walmart’s e-commerce operations and served as president and CEO of Walmart U.S. e-commerce from 2016 to January of 2021.
He founded Wonder Group and committed himself full-time to the business in December of 2021. Since then, Wonder has raised at least another $700 million in capital and announced plans to grow from its current base 38 locations to 90 by the end of 2025.
In January 2023, Wonder abandoned its previous mobile food truck focus and pivoted to an operating strategy reminiscent of the ghost kitchen model, operating kitchens that offer delivery and in-location dining and pickup.
Wonder customers can choose items from menus curated by various celebrity chefs such as José Andrés, Michael Symon and Bobby Flay. The menus feature different types of cuisines, allowing customers, for example, to order Mexican and Italian food in the same order.
In May 2025, Wonder raised $600 million in capital, following a 2024 infusion of $700 million in capital that included a $100 million investment from Lore.
Wonder also plans to "aggressively invest" in research and development, according to Lore, focusing on areas including faster cook times, software enhancements, new menu items, new chefs and new restaurant partnerships.
Lore said the company will also continue to invest in proprietary technology to drive operational efficiencies, including back-end technology focused on driving down food waste; next-gen kitchen designs to improve throughput and consistency, and an enhanced delivery network.
Wonder has publicly said its ultimate goal is to become the "super app for meal time."
