OrderUp is an online and mobile food-ordering and delivery company which operated in at least 37 markets. Prior to being acquired by

Grubhub Grubhub Inc. is an American online and mobile prepared food ordering and delivery platform. The company is based in Chicago, Illinois. Founded in 2004, it is a subsidiary of the Dutch company Just Eat Takeaway since 2021. Grubhub has been criti ...

, 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 Online food ordering is the process of ordering food, for Food delivery, delivery or pickup, from a website or other application. The product can be either ready-to-eat food (e.g., direct from a home-kitchen, restaurant, or a virtual restaurant) o ...

business, called LionMenus, which served

State College State College is a city in central Pennsylvania, United States. State College may also refer to: Related to State College, Pennsylvania * State College Area School District, a school district serving State College * State College Area High School ...

, PA. In 2009, the founders relocated to

Baltimore Baltimore ( , locally: or ) is the List of municipalities in Maryland, most populous city in the U.S. state of Maryland, fourth most populous city in the Mid-Atlantic (United States), Mid-Atlantic, and List of United States cities by popula ...

, MD and formed LocalUp to expand to additional markets. The company used $1.5 million in investments to facilitate growth into small markets. OrderUp is one of a growing number of companies geared towards capitalizing on online food ordering. Other companies, including

, provide similar services to restaurants and consumers. Initially, LocalUp licensed their technology to entrepreneurs who created online food ordering sites in their own communities These licensees white-labeled the technology and ran the everyday operations. LocalUp operated under this licensing model until 2012, when the company rebranded as OrderUp and switched to a

franchising Franchising is based on a marketing concept which can be adopted by an organization as a strategy for business expansion. Where implemented, a franchisor licenses some or all of its know-how, procedures, intellectual property, use of its busine ...

model. Now, OrderUp has switched most local sites to the national brand. OrderUp is one of the first companies to provide a digital franchise in order to target local markets. 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. In July 2015,

Groupon Groupon is an American global e-commerce marketplace connecting subscribers with local merchants by offering activities, travel, goods and services in 13 countries. Based in Chicago, Groupon was launched there in November 2008, launching soon af ...

acquired the company. In July 2017,

acquired certain assets from 27 company-owned OrderUp food delivery markets from Groupon. In October 2018,

acquired certain assets of 11 franchisee-owned OrderUp food delivery markets across California, Colorado, Indiana, Missouri, Oregon, Oklahoma, and Virginia.

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. In 2016, OrderUp was in 62 cities.

References

{{reflist Online food retailers of the United States Companies based in Baltimore Retail companies established in 2009 Internet properties established in 2009 Franchises 2015 mergers and acquisitions Online food ordering