GrubSouth

What GrubSouth does

GrubSouth is a privately held, locally owned online food delivery marketplace headquartered in Huntsville, Alabama, serving consumers and businesses across North Alabama since 2012. The company connects customers with 212+ restaurant partners across cities including Huntsville, Madison, Decatur, Athens, Florence, and The Shoals, enabling ordering via web and native iOS/Android applications with address-based restaurant availability, live order tracking, group ordering, and catering. Revenue is generated through a layered model combining restaurant commissions, per-order delivery fees, subscription revenue from GrubSouth Go (monthly) and GoVIP (annual) tiers, credit card processing fees, consolidated corporate account billing, and digital gift certificates. The core delivery management software, including order routing, driver assignment, and tracking, is provided by the DeliverLogic Instant Delivery Network, while GrubSouth operates its own promoter referral program and gig driver network to scale restaurant supply and last-mile delivery within its regional footprint.

Name

GrubSouth

Legal name

GrubSouth

Website

https://grubsouth.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

GrubSouth is a privately held, locally owned food delivery marketplace operating across North Alabama, connecting consumers and businesses with 212+ local and chain restaurant partners through web and mobile ordering, subscriptions, and corporate catering.

Ownership category

akta.pro rank

Product category

Online Food Delivery Marketplace

SIC

Retail-Catalog & Mail-Order Houses (5961)

akta.pro industry

PRIMARYCRAFAFAK

Local/Regional Grocer Enablement & White-label Delivery

Consumer Products & Retail/E-commerce & Marketplaces/Grocery & On-demand Delivery Commerce

Keywords

• Online food delivery
• Restaurant delivery marketplace
• Food delivery subscription
• Corporate catering delivery
• Local restaurant delivery

Headquarters

HQ city

Huntsville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Supply Chain

Revenue model

1. Restaurant Commission: GrubSouth charges restaurants a commission on orders placed through the platform. Restaurants may choose to absorb costs or raise menu prices to cover the commission fee.
2. Subscription Fees (Go/GoVIP): Monthly GrubSouth Go subscription for unlimited free deliveries on eligible orders; annual GoVIP subscription with added order queue priority during busy times. Both auto-renew.
3. Delivery Fees: Standard delivery fees charged per order, which can be waived for subscribers with active Go or GoVIP passes.
4. Credit Card Processing Fees: Small processing fees charged for all credit card transactions as noted in FAQ.
5. Corporate Account Billing: Corporate accounts receive consolidated billing at end of each billing cycle for ongoing office catering needs.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

GrubSouth operates an online food delivery marketplace that connects North Alabama consumers and businesses with 212+ local and chain restaurant partners via a website, iOS/Android apps, and a contracted driver delivery network. Revenue is generated from restaurant commissions, per-order delivery fees, payment processing fees, and recurring GrubSouth Go/GoVIP subscriptions, with additional corporate billing for office catering accounts.

Product overview

GrubSouth operates as a food delivery marketplace platform serving North Alabama. The core product is an online ordering and delivery platform connecting customers with local restaurant partners across multiple cities including Huntsville, Madison, Decatur, Athens, and The Shoals. The platform offers a subscription tier through GrubSouth Go (monthly) and GoVIP (annual with priority queue), a corporate account billing service for businesses, group ordering for collaborative meals, catering services for events, a rewards marketplace for customer loyalty, and gift certificates. Restaurant partners access a dedicated portal for managing their menus, hours, accounting, and marketing. The company also operates a promoter referral program and driver network for delivery operations. The platform is powered by DeliverLogic technology for the instant delivery network.

Differentiator

Problem solved

Functional benefit

Brands

• GrubSouth Go: Monthly subscription plan offering unlimited free deliveries on eligible orders
• GrubSouth GoVIP

Products and services

• GrubSouth Food Delivery Platform Online food delivery marketplace connecting North Alabama consumers and businesses with 212+ local and chain restaurant partners, with real-time order tracking and delivery to homes, businesses, hospitals, and colleges.
• GrubSouth Go (Monthly Subscription) Monthly auto-renewing subscription that waives delivery fees on eligible orders across participating restaurants; cancel anytime.
• GrubSouth GoVIP (Annual Subscription) Annual auto-renewing subscription that waives delivery fees on eligible orders and grants priority placement in the order queue during busy periods.
• Corporate Account Program Billing and ordering service for businesses needing recurring office lunches, meeting meals, and event catering with consolidated end-of-cycle invoicing.
• Catering Service Large-group and event catering ordered through a dedicated catering page from GrubSouth restaurant partners.
• Gift Certificates Digital gift certificates redeemable across participating restaurants; recipients apply the code at checkout and can use multiple times until credit is exhausted.
• Restaurant Partner Portal Operations portal used by restaurant partners to manage their GrubSouth storefront, including menus, pricing, hours, accounting updates, marketing requests, and technical support.

Quantifiable outcome

• Delivery time of approximately 35 minutes to 1 hour for average orders

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• DeliverLogiccoreTechnology or IntegrationGrubSouth operates as a partner of the DeliverLogic Instant Delivery Network. DeliverLogic provides the underlying delivery management software platform used by GrubSouth for order routing, driver assignment, and tracking capabilities.
• Restaurant PartnerscoreChannel Partner/ Reseller/ Distributor212+ restaurants across North Alabama partner with GrubSouth for delivery services. Partners include national chains (Zaxby's, Applebee's, Cracker Barrel, Five Guys) and local establishments across various cuisines including Mexican, Chinese, BBQ, pizza, sushi, and Mediterranean. Restaurants access the partner portal for menu updates, accounting, marketing requests, and operational coordination.
• Applebee'sminorChannel Partner/ Reseller/ DistributorMultiple Applebee's locations in North Alabama (Athens, Decatur, Huntsville, Madison, The Shoals) available through GrubSouth delivery.
• Zaxby'sminorChannel Partner/ Reseller/ DistributorMultiple Zaxby's locations across all service areas (Athens, Decatur, Huntsville, Madison, Florence, Muscle Shoals) available for delivery through GrubSouth.
• Cracker BarrelminorChannel Partner/ Reseller/ DistributorCracker Barrel locations in Athens, Decatur, Huntsville, Madison, and Florence partner with GrubSouth for delivery.
• Five GuysminorChannel Partner/ Reseller/ DistributorFive Guys locations in Decatur and Florence available for delivery through GrubSouth.

Scale indicators2 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Waitr / ASAP: Regional third-party food delivery service originally focused on smaller U.S. cities across the South and Midwest. Most directly comparable to GrubSouth in geographic strategy (regional focus), restaurant commission model, and target of underserved markets outside major metros.
• Bite Squad: Regional food delivery service operating in mid-sized U.S. markets, offering restaurant delivery with similar commission + delivery fee structure. Now part of Block (Square), but historically a direct regional competitor comparable to GrubSouth's model and footprint.
• Delivery.com: Historic regional online food and alcohol delivery platform operating in select U.S. metros. Closely comparable to GrubSouth on local/regional marketplace approach, restaurant commission model, and consumer ordering experience.

Broad incumbents

• Grubhub: Established national food delivery marketplace now owned by Wonder Group. Operates the same restaurant-commission-plus-delivery-fee model as GrubSouth and directly competes for both consumer and restaurant relationships.
• DoorDash: National third-party food delivery platform with marketplace commissions, consumer subscriptions (DashPass), and restaurant partner network. Comparable to GrubSouth on core marketplace model, restaurant commission revenue, and subscription monetization, but operates at vastly larger scale and competes with GrubSouth wherever it overlaps.
• Uber Eats: National food delivery arm of Uber, leveraging Uber's driver network. Shares GrubSouth's restaurant commission, delivery fee, and subscription (Uber One) monetization and is a primary competitive threat in any metro it enters.
• Caviar (Square): Premium restaurant delivery service owned by Block, focusing on higher-end restaurants and curated menus. Comparable to GrubSouth on delivery marketplace mechanics and restaurant commission model, though positioned upmarket with different restaurant mix.

Emerging players

• Chowbus: Regional food delivery platform with concentration on Asian cuisine and growing presence in multiple U.S. cities. Comparable to GrubSouth on local/regional marketplace model and restaurant partnership approach, but differentiated by cuisine focus.
• Slice: Technology platform focused on independent pizzerias offering ordering, delivery, and marketing tools. Comparable to GrubSouth on local restaurant enablement and delivery infrastructure, though narrower cuisine focus and primarily software rather than consumer marketplace.

Others

• Ordermark: Restaurant technology company providing online ordering consolidation and last-mile delivery management. Comparable to GrubSouth on the restaurant enablement and delivery routing dimension, though positioned as a B2B tooling provider rather than a consumer-facing marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GrubSouth
• YouTubeyoutube.com/channel/UCud3VNQGUogyyFKKaqHcx3Q
• Facebookfacebook.com/grubsouth
• Instagraminstagram.com/grubsouth
• LinkedInlinkedin.com/company/grubsouth

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GrubSouth