Shares of GrubHub Inc. are up 1.9% in Thursday morning trading after Oppenheimer analyst Jason Helfstein raised his price target on the stock to $130 from $100. The new $130 price target is the second highest among those tracked by FactSet. "We see opportunity for GRUB to leverage capabilities in UI, personalization/loyalty and digital marketing to power mobile apps for many large chain restaurants," Helfstein wrote. He sees a market opportunity of $169 billion including in-store and takeout orders. Helstein also said that GrubHub's customer acquisition costs have been stable recently, even though the company has been ramping up ad spend. "Directionally, we believe this indicates impressive marketing efficiency, bullish in our view, given the level of competition in the space," he wrote. GrubHub shares are up 166% over the past 12 months, while the S&P 500 has gained 15%.