OrderUp
{{Hatnote|For the cooking simulation game, see Order Up!}}
{{Infobox company
| name = OrderUp
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| logo = File:Orderup-logo.png
| logo_size = 250px
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| founder = Chris Jeffery, Jason Kwicien
| defunct =
| fate = markets acquired by Grubhub
| area_served = United States
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| industry = Online Food Ordering and Delivery
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| owner =Just Eat Takeaway
| num_employees =100+
| parent =Grubhub
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| homepage = [http://orderup.com orderup.com]
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| intl =
| former_name = LocalUp
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| foundation = Baltimore, Maryland ({{Start date|2009}})
| location_city = Baltimore, Maryland
| location_country =United States
| locations = 37 markets
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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.{{cite web|title=PSU Grads Make Ordering Out Even Easier|url=http://www.wearecentralpa.com/story/psu-grads-make-ordering-out-even-easier/d/story/fuXpIn5zjEOWSUMX38_vFw|publisher=WTAJ-TV|accessdate=2013-10-22}} In 2009, the founders relocated to Baltimore, MD and formed LocalUp to expand to additional markets.{{cite web|last=Zaleski|first=Andrew|title=OrderUp: Canton startup invests in 'digital franchising' to bring online food-ordering nationwide|date=28 January 2013|url=http://technical.ly/baltimore/2013/01/28/orderup-localup-digital-franchise/|publisher=Technically Baltimore|accessdate=2013-10-22}} The company used $1.5 million in investments to facilitate growth into small markets.{{cite web|last=Sentementes|first=Gus|title=LocalUp finds footing in online food ordering|url=https://www.baltimoresun.com/2012/07/02/localup-finds-footing-in-online-food-ordering/|work=The Baltimore Sun|access-date=2013-10-22}}
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.{{cite web|title= LocalUp: Building Online Ordering Hubs for Restaurateurs|date=2 August 2011|url=http://streetfightmag.com/2011/08/02/localup-solutions-restaurateurs/|accessdate=2014-01-20}}
Initially, LocalUp licensed their technology to entrepreneurs who created online food ordering sites in their own communities{{cite web|last=Rao|first=Leena|title=LocalUp Wants To Be a Hyper-Local Grubhub for Smaller Cities and Neighborhoods|url=https://techcrunch.com/2011/07/06/localup-wants-to-be-a-hyper-local-grubhub-for-smaller-cities-and-neighborhoods/|publisher=TechCrunch|accessdate=2013-10-22}} 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 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.{{cite web|url=http://www.inc.com/minda-zetlin/orderup-founder-tells-vcs-to-get-lost-and-creates-first-digital-franchise-instea.html|title=Digital Franchises: New Spin on an Old Business Model|date=7 March 2013|publisher=Inc|accessdate=2013-10-22}}
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.{{cite web|last=Waldman|first=Tyler|title=OrderUp served $7M investment|date=20 August 2014|url=http://technical.ly/baltimore/2014/08/20/orderup-revolution-7m-series-a//|publisher=Technical.ly|accessdate=2014-09-11}}
In July 2015, Groupon acquired the company.{{cite web|last1=Correa|first1=Cynthia|title=Groupon Acquires Food Delivery Service OrderUp|url=http://www.eater.com/2015/7/17/8994695/groupon-acquires-orderup-food-delivery|website=Eater|date=17 July 2015}}
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.{{Cite web|url=http://www.businesswire.com/news/home/20170731006132/en/Groupon-Grubhub-Announce-Strategic-Partnership-Bring-Food|title = Groupon and Grubhub Announce Strategic Partnership to Bring Food Delivery to Groupon Customers Throughout the United States|date = 31 July 2017}}{{cite news |last1=Matlach |first1=LeAnne |title=GrubHub Acquiring OrderUp's 27 Food Delivery Markets |url=https://technical.ly/startups/groupon-grubhub-orderup-layoffs/ |access-date=13 February 2024 |work=Technical.ly |date=1 August 2017 |language=en}}
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.{{Cite web|url=https://media.grubhub.com/media/press-releases/press-release-details/2018/Grubhub-Completes-Acquisition-of-Tapingo/default.aspx|title = Grubhub, Inc. - Media - Overview}}
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.{{cite web|last=Lawler|first=Ryan|title='Hometown' Food Delivery Startup OrderUp Launches a Mobile App|url=https://techcrunch.com/2013/08/20/orderup-mobile/|publisher=TechCrunch|accessdate=December 11, 2013}} In 2016, OrderUp was in 62 cities.{{Cite web|url=http://columbiabusinesstimes.com/2016/11/29/orderup-digital-delivery/|title=OrderUp: Digital Delivery|date=2016-11-29|website=Columbia Business Times|access-date=2017-03-16|archive-date=2017-03-17|archive-url=https://web.archive.org/web/20170317054947/http://columbiabusinesstimes.com/2016/11/29/orderup-digital-delivery/|url-status=dead}}