Wonder is rolling out a new brand identity and marketing push and for the first time, customers can order from non-Wonder restaurants directly in its app.
Alongside its own concepts and Blue Apron meal kits, Wonder users will now see Grubhub partner restaurants integrated into the platform. That means delivery, meal kits, heat-and-eat, chef collabs, and now local favorites, all under one roof.
“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 go next,” said Courtney Lawrie, senior vice president & general manager at Wonder.
Founded by Marc Lore in New York, Wonder has already made several pivots—from driveway food trucks to multi-concept food halls, to the acquisitions of Blue Apron and Grubhub. The company’s goal is to become a “super app for mealtime” that blends convenience with variety.
It’s also launching its first full-funnel campaign across social, email, audio, and TV, with placements on Netflix, Hulu, and other streaming platforms.
Wonder currently operates around 50 locations in the Northeast and is opening a new store every week, aiming to hit 90 by the end of the year.
