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. In 2009, the founders relocated to

Baltimore Baltimore is the most populous city in the U.S. state of Maryland. With a population of 585,708 at the 2020 census and estimated at 568,271 in 2024, it is the 30th-most populous U.S. city. The Baltimore metropolitan area is the 20th-large ...

, 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 Grubhub, 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 busines ...

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, Inc. 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 ...

acquired the company. 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. 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.

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