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OrderUp

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For the cooking simulation game, see Order Up!
For the 2025 short film, see Order Up.

OrderUp
FormerlyLocalUp
Company typePrivate
IndustryOnline food ordering and delivery
Founded2009; 17 years ago (2009)
FounderChris Jeffery, Jason Kwicien
Defunct2018; 8 years ago (2018)
Fatemarkets acquired by Grubhub
Headquarters
Baltimore, Maryland
,
United States
Number of locations
37 markets
Area served
United States
Number of employees
100+
Websiteorderup.com

OrderUp was an American online food ordering and delivery company that operated in 37 US markets. Groupon acquired OrderUp in July 2015 and separately launched the Groupon To Go service using OrderUp’s technology.[1][2] In July 2017, Grubhub announced it would acquire assets in 27 OrderUp markets; it completed the purchase of the remaining 11 franchisee-owned markets on October 30, 2018.[3]

History

[edit]

OrderUp started as an online food ordering business, called LionMenus, which served State College, PA.[4] In 2009, the founders relocated to Baltimore, MD and formed LocalUp to expand to additional markets.[5] The company used $1.5 million in investments to facilitate growth into small markets.[6] 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.[7]

Initially, LocalUp licensed their technology to entrepreneurs who created online food ordering sites in their own communities[8] These licensees white-labeled the technology and ran the everyday operations.[4] 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.[4] OrderUp is one of the first companies to provide a digital franchise in order to target local markets.[9]

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.[10]

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.[11]

In July 2015, Groupon acquired the company.[12] In 2016, OrderUp was in 62 cities.[13]

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.[14][15]

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.[16]

References

[edit]
  1. ^ "Groupon Acquires OrderUp to Power Nationwide Food Ordering and Delivery" (Press release). Groupon. July 16, 2015.
  2. ^ Constine, Josh (July 30, 2015). "Groupon launches its own food delivery business, Groupon To Go". TechCrunch.
  3. ^ "Groupon and Grubhub Announce Strategic Partnership to Bring Food Delivery to Groupon Customers Throughout the United States" (Press release). Groupon. July 31, 2017.
  4. ^ a b c "PSU Grads Make Ordering Out Even Easier". WTAJ-TV. Archived from the original on October 24, 2014. Retrieved October 22, 2013.
  5. ^ Zaleski, Andrew (January 28, 2013). "OrderUp: Canton startup invests in 'digital franchising' to bring online food-ordering nationwide". Technically Baltimore. Retrieved October 22, 2013.
  6. ^ Sentementes, Gus. "LocalUp finds footing in online food ordering". The Baltimore Sun. Retrieved October 22, 2013.
  7. ^ "LocalUp: Building Online Ordering Hubs for Restaurateurs". August 2, 2011. Retrieved January 20, 2014.
  8. ^ Rao, Leena. "LocalUp Wants To Be a Hyper-Local Grubhub for Smaller Cities and Neighborhoods". TechCrunch. Retrieved October 22, 2013.
  9. ^ "Digital Franchises: New Spin on an Old Business Model". Inc. March 7, 2013. Retrieved October 22, 2013.
  10. ^ Lawler, Ryan. "'Hometown' Food Delivery Startup OrderUp Launches a Mobile App". TechCrunch. Retrieved December 11, 2013.
  11. ^ Waldman, Tyler (August 20, 2014). "OrderUp served $7M investment". Technical.ly. Retrieved September 11, 2014.
  12. ^ Correa, Cynthia (July 17, 2015). "Groupon Acquires Food Delivery Service OrderUp". Eater.
  13. ^ "OrderUp: Digital Delivery". Columbia Business Times. November 29, 2016. Archived from the original on March 17, 2017. Retrieved March 16, 2017.
  14. ^ "Groupon and Grubhub Announce Strategic Partnership to Bring Food Delivery to Groupon Customers Throughout the United States". July 31, 2017.
  15. ^ Matlach, LeAnne (August 1, 2017). "GrubHub Acquiring OrderUp's 27 Food Delivery Markets". Technical.ly. Retrieved February 13, 2024.
  16. ^ "Grubhub, Inc. - Media - Overview".