OrderUp

For the cooking simulation game, see Order Up!
OrderUp
FormerlyLocalUp
IndustryOnline Food Ordering and Delivery
FoundedBaltimore, Maryland (2009 (2009))
FounderChris Jeffery, Jason Kwicien
Fatemarkets acquired by Grubhub
Headquarters
Baltimore, Maryland
,
United States
Number of locations
37 markets
Area served
United States
OwnerJust Eat Takeaway
Number of employees
100+
ParentGrubhub
Websiteorderup.com

OrderUp was an online and mobile food-ordering and delivery company which operated in at least 37 markets. Prior to being acquired by Grubhub, OrderUp was a part of the Groupon family of companies and operated as both OrderUp and Groupon-To-Go.

History

OrderUp started as an online food ordering business, called LionMenus, which served State College, PA.[1] In 2009, the founders relocated to Baltimore, MD and formed LocalUp to expand to additional markets.[2] The company used $1.5 million in investments to facilitate growth into small markets.[3] OrderUp is one of a growing number of companies geared towards capitalizing on online food ordering. Other companies, including Grubhub, provide similar services to restaurants and consumers.[4]

Initially, LocalUp licensed their technology to entrepreneurs who created online food ordering sites in their own communities[5] These licensees white-labeled the technology and ran the everyday operations.[1] LocalUp operated under this licensing model until 2012, when the company rebranded as OrderUp and switched to a franchising model. Now, OrderUp has switched most local sites to the national brand.[1] OrderUp is one of the first companies to provide a digital franchise in order to target local markets.[6]

In August 2014, the company announced a $7 million Series A investment round focused on growing its technical team and expanding its delivery service nationally.[7]

In July 2015, Groupon acquired the company.[8]

In July 2017, Grubhub acquired 27 company-owned OrderUp food delivery markets from Groupon and announced plans to retire the OrderUp brand. Sixty full-time employees were laid off from OrderUp's headquarters in Baltimore.[9][10]

In October 2018, Grubhub acquired certain assets of 11 remaining franchisee-owned OrderUp food delivery markets across California, Colorado, Indiana, Missouri, Oregon, Oklahoma, and Virginia.[11]

Size

As of August 2013, OrderUp had sites in about 25 American cities and had launched a mobile application from which users can order food using Android or iOS devices.[12] In 2016, OrderUp was in 62 cities.[13]

References

  1. ^ a b c "PSU Grads Make Ordering Out Even Easier". WTAJ-TV. Retrieved 2013-10-22.
  2. ^ Zaleski, Andrew (28 January 2013). "OrderUp: Canton startup invests in 'digital franchising' to bring online food-ordering nationwide". Technically Baltimore. Retrieved 2013-10-22.
  3. ^ Sentementes, Gus. "LocalUp finds footing in online food ordering". The Baltimore Sun. Retrieved 2013-10-22.
  4. ^ "LocalUp: Building Online Ordering Hubs for Restaurateurs". 2 August 2011. Retrieved 2014-01-20.
  5. ^ Rao, Leena. "LocalUp Wants To Be a Hyper-Local Grubhub for Smaller Cities and Neighborhoods". TechCrunch. Retrieved 2013-10-22.
  6. ^ "Digital Franchises: New Spin on an Old Business Model". Inc. 7 March 2013. Retrieved 2013-10-22.
  7. ^ Waldman, Tyler (20 August 2014). "OrderUp served $7M investment". Technical.ly. Retrieved 2014-09-11.
  8. ^ Correa, Cynthia (17 July 2015). "Groupon Acquires Food Delivery Service OrderUp". Eater.
  9. ^ "Groupon and Grubhub Announce Strategic Partnership to Bring Food Delivery to Groupon Customers Throughout the United States". 31 July 2017.
  10. ^ Matlach, LeAnne (1 August 2017). "GrubHub Acquiring OrderUp's 27 Food Delivery Markets". Technical.ly. Retrieved 13 February 2024.
  11. ^ "Grubhub, Inc. - Media - Overview".
  12. ^ Lawler, Ryan. "'Hometown' Food Delivery Startup OrderUp Launches a Mobile App". TechCrunch. Retrieved December 11, 2013.
  13. ^ "OrderUp: Digital Delivery". Columbia Business Times. 2016-11-29. Archived from the original on 2017-03-17. Retrieved 2017-03-16.