Grubhub is jumping on the subscription model bandwagon with its launch of Grubhub+, a membership program offering members unlimited free delivery for $9.99. Members also receive 10% cashback and donation matching to organizations like No Kid Hungry, according to a company press release. 

The service pays for itself if customers order more than $100 in food per month, said Sam Hall, Grubhub's chief product officer.

"Whether they're trying us out for the first time or order many times a week, diners already love our exclusive Perks," he said in the release. "Now with Grubhub+, we're excited to dramatically expand rewards while doubling our charitable impact and assisting with our elite support teams. We've pulled out all the stops for this program."

Anyone can sign up for a free 14-day trial, and for a limited time, diners participating in any other food delivery subscription program may receive an extended 30-day free trial. Additionally, all students enrolled in any of the 150+ campuses that work with Grubhub will receive Grubhub+ for free.

"Generous diner rewards are at the core of Grubhub's competitive strategy," Matt Maloney, Grubhub founder and CEO, said in the releae. "As the only profitable company in our space, we are leveraging our profits to stay laser-focused on having the most restaurants in the network and giving away as much free food as possible. With the most restaurants and the best loyalty programs, we believe that we have the right formula and are ideally positioned for success."

After more than $200 million dollars in rewards were redeemed by diners across Grubhub platforms in 2019, Grubhub+ is a continuation of Grubhub's strategy to offer the most rewards in the industry. Last year, Grubhub launched Perks, which offers exclusive deals and savings along with new ways to earn and redeem restaurant loyalty rewards. Grubhub+ is a natural extension of Perks with free delivery and 10% Cashback, according to the company.

Grubhub+ includes additional benefits like access to Elite Care, special menus and events. The program also helps diners to do more for their communities because Grubhub will match member donations made with orders placed at Grubhub+ restaurants through its Donate the Change feature. Over the past year, Grubhub diners have donated more than $10 million to No Kid Hungry by simply rounding up and donating their change, and now Grubhub will match subscribers' donations, giving members the opportunity to double their impact.

"Grubhub diners have shown significant interest in supporting their local communities. With their help, we made dramatic progress toward ending childhood hunger in the United States, but we still have a long way to go," Billy Shore, founder and executive chair of Share Our Strength, said in the release.  "By matching subscribers' donations, Grubhub is doubling down on their commitment to help us provide children with more meals. Grubhub+ members are doing twice as much good simply by joining the program and opting to donate their change."