By Editor,Emma Saletta
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Uber Eats and DoorDash finally get some real competition
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By EMMA SALETTA, US AUDIENCE REPORTER
Published: 04:01 BST, 10 September 2025 | Updated: 04:10 BST, 10 September 2025
Wonder is no longer just a chain of restaurants with an app — it’s now an app with restaurants.
The food company, founded by billionaire Marc Lore, has revamped its brand to operate more like Uber Eats and DoorDash.
Customers can now order food from both Wonder’s own eateries and outside restaurants directly through the Wonder app.
It also offers meal kits.
Wonder is coming after Uber Eats and DoorDash by becoming an app with restaurants, rather than a restaurant with an app.
Operating restaurants, a delivery app and a meal kit business, Wonder’s revamp will allow customers to order food from non-Wonder establishments using the Wonder App.
The refresh also comes with a new logo, and its first-ever full-funnel brand campaign — including ads on streaming platforms, social media and email.
‘We’re really at a pivotal point in our growth as Wonder,’ Courtney Lawrie, the company’s head of growth and marketing told Restaurant Business.
‘We have formerly operated as several restaurants, and this refresh is really representative of moving to a platform mindset.’
Wonder began with a line of on-demand food trucks, which turned into storefronts with restaurant concepts signed off by celebrity chefs — including Bobby Flay.
Meanwhile, food delivery app usage has been increasing nationwide, with more than 25 percent of Americans using these services at least once a week.
Wonder’s refresh could be what the brand needs to beat out top delivery services. However, it entered the battle earlier this year after completing its acquisition of the Blue Apron meal kit company and the Grubhub delivery app.
Wonder launched a new logo as part of the brand’s refresh
It will be replacing the brand’s longtime looping, script logo on the app and at restaurants
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Wonder announced its plans to acquire Grubhub for about $650 million last year — a deal that was finalized in January.
Wonder founder and CEO Marc Lore explained the acquisition aimed to help the company continue its mission to ‘make great food more accessible.’
Lore added the acquisition served as the next step in the company’s plan to ‘create the super app for meal time’ that changes up ‘the future of food delivery.’
Part of the plan includes a modernized logo, replacing its looping, script logo with a sans-serif version. The new logo will appear on the app and new restaurants.
‘As Wonder expands into new categories and capabilities, it was a natural time for a brand system that better reflected the full scope of what we offer today and where we’re headed next,’ a Wonder spokesperson told Daily Mail.
‘Shifting our brand focus from format to fulfillment, our new positioning isn’t about how food gets to you, it’s about satisfying what you want to eat and how you want to eat it.’
Local eateries will be a central part of the app’s main feed. Orders that come through the Wonder app will be handled like a Grubhub order.
The app’s main feed will highlight local favorites, but all Grubhub restaurants will be searchable in the Wonder app. The user’s ability to order from multiple restaurants at the same time can only be possible with Wonder’s in-house brands.
Courtney Lawrie, Wonder’s head of growth and marketing, said the refresh will help Wonder move to ‘a platform mindset’
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Lore, a billionaire e-commerce entrepreneur, founded Wonder in 2018. He helped bring in over $2 billion in private funding.
The $2 billion helped the company value at around $7 billion — more than several publicly traded restaurant chains.
Today, Wonder operates around 50 restaurants, opening a new restaurant weekly. The company hopes to open 90 locations by the end of the year.
The company restaurant’s are primarily in the Northeast. If its success continues, the chain could be in other US regions by 2035.
‘This refresh is a direct reflection of Wonder’s long-term goal to become the platform people turn to for every mealtime moment,’ a spokesperson revealed to Daily Mail.
Daily Mail has reached out to Uber Eats for comment about Wonder’s refresh and is awaiting response. DoorDash declined to comment on the brand’s update.
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Uber Eats and DoorDash finally get some real competition
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