OrderUp

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 certain assets from 27 company-owned OrderUp food delivery markets from Groupon.[9]

In October 2018, Grubhub acquired certain assets of 11 franchisee-owned OrderUp food delivery markets across California, Colorado, Indiana, Missouri, Oregon, Oklahoma, and Virginia.[10]

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.[11] In 2016, OrderUp was in 62 cities.[12]