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06/03/2022

Grubhub partners with reality show for new virtual storefront

Dan Berthiaume
Senior Editor, Technology
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Grubhub is teaming up with MasterChef.

Viewers of a popular culinary-themed TV show can now order recipes from their favorite contestants.

Grubhub is launching MasterChef Table, a delivery-only virtual restaurant featuring recipes from winners and participants on the “MasterChef” culinary competition program Kelsey Murphy, Dorian Hunter, Gerron Hurt, and Michael Silverstein. Available in more than 20 markets across the U.S., MasterChef Table features 11 gourmet dishes, complete with appetizers, sides, and main courses, created by the select contestants.

Later this season on “MasterChef,” contestants will be given a Grubhub-themed “Mystery Box” challenge, where contestants must create a gourmet version of the most popular dishes on the online food delivery marketplace.

Grubhub pursues storefront partnerships
Grubhub’s new collaboration with “MasterChef” builds on the company's ongoing efforts to create virtual storefronts in conjunction with partners, including its recently announced Grubhub Goods locations available for on-demand delivery nationwide. Offered in partnership with 7-Eleven, Grubhub Goods features a selection of 7-Eleven's most popular convenience items, including energy drinks, ice cream, and personal care products, delivered by Grubhub drivers.

This expansion to thousands of Grubhub Goods locations in collaboration with 7-Eleven builds on Grubhub's existing owned Grubhub Goods location in Brooklyn, N.Y., where the inventory and delivery is managed by Grubhub.

"We're always looking for ways to deliver new experiences to diners. Our partnership with MasterChef gives them exactly that, a seat at the table in the comfort of their home," said Marnie Boyer, VP of restaurant acquisition at Grubhub. "The MasterChef Table virtual restaurant adds more delectable food options to Grubhub's extensive lineup of eateries and provides an additional revenue stream to our restaurant partners."

"The dishes we create on 'MasterChef' are enjoyed by a few legendary judges, but as a chef, I always want as many people as possible to experience my culinary creations," said Kelsey Murphy, winner of MasterChef Season 11. "With MasterChef Table, Grubhub is giving me and a few of my favorite Chefs the special opportunity to share our unique twists on comfort foods with fans and diners all over the country."

"We're thrilled that for the first time, through this ground-breaking partnership with Grubhub, MasterChef fans will now have the opportunity to order menu items created by their favorite MasterChef contestants and winners via the Grubhub app," says Tamaya Petteway, senior VP, brand partnerships & digital, at “MasterChef” production company Endemol Shine North America. "And we're also truly excited that through MasterChef Table, MasterChef will be introduced to Grubhub's active database of 'foodies' and consumers who enjoy having new food experiences while dining at home."

To celebrate MasterChef Table, Grubhub is launching a sweepstakes, giving a few participating customers an exclusive at-home experience, including a one-of-a-kind MasterChef-themed table, fully-serviced maître d', and an assortment of dishes from MasterChef Table.

Grubhub was purchased by Netherlands-based global online food delivery marketplace Just Eat Takeaway in 2020, and features more than 320,000 restaurant partners in over 4,000 U.S. cities.