Abstract: Methods, systems, computer-readable media, and apparatuses for optimizing and distributing discounts are presented. In some embodiments, a computing device may receive a request for a randomized discount. In response to receiving the request for the randomized discount, the computing device, may select a merchant from a hub that includes at least two merchants grouped based on geographical proximity of business locations of the at least two merchants. Subsequently, the computing device may determine a discount for the selected merchant. The computing device then may cause the determined discount for the selected merchant to be presented.