What OrderUp does

OrderUp is a US-based online food delivery marketplace headquartered in Baltimore, Maryland, founded in 2009. The company operates as a subsidiary of Groupon and positions itself as a comprehensive food delivery platform serving restaurants located outside of major US metropolitan areas—a geographic segment that is typically underserved by national delivery aggregators such as DoorDash, Uber Eats, and Grubhub. OrderUp employs between 101 and 250 people and focuses its operations exclusively on the US market, targeting secondary and tertiary cities where competition from top-tier delivery platforms is limited.

Prior to its acquisition by Groupon, OrderUp operated as an independent venture-backed company, raising approximately $8 million across three funding rounds between April 2011 and August 2014. Its $7 million Series A round in August 2014 was led by Revolution Ventures with participation from Expansion Venture Capital and Five Elms Capital. The company's leadership team includes Chris McGlothlin as Chief Operating Officer, Mike Glenn as Vice President of Analytics, and Steve Root as a Director. Total disclosed venture funding prior to the Groupon transaction was approximately $8.025 million across the 2011, 2012, and 2014 rounds.

As a Groupon subsidiary, OrderUp's product development, geographic expansion, and growth trajectory are now integrated within Groupon's broader food delivery and local commerce strategy. Limited public detail is available on OrderUp's specific product features, pricing model, customer roster, merchant count, or current revenue performance, as the company's financials are likely consolidated within Groupon's segment reporting. The available data does not include post-acquisition operational metrics, recent product launches, or strategic updates, constraining visibility into the subsidiary's current market position and trajectory.

Name

OrderUp

Legal name

Order Up Group Pty Ltd

Website

https://orderup.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

OrderUp is a Groupon-owned US food delivery marketplace headquartered in Baltimore, founded in 2009. The platform connects diners with restaurants in secondary and tertiary US markets underserved by national delivery aggregators.

Ownership category

akta.pro rank

Headquarters

HQ city

Baltimore

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Platform Subscription/ Licensing: Online ordering platform licensing for table ordering, pickup, delivery and room service. Commission-free model - no huge commissions charged to businesses.
2. Flat Rate Delivery Integration: Delivery integration services with flat rate fees that can be passed on to customers. Commission-free delivery through Uber Direct and DoorDash Drive integrations.
3. Enterprise Multi-Site Management: Multi-site capability for managing multiple venues from one dashboard, likely offered as enterprise tier.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

No source content was provided about OrderUp; the core offering cannot be established from the supplied input.

Product overview

Order Up! is a unified hospitality e-commerce platform offering online ordering solutions for restaurants, cafes, bars, hotels, and food service businesses. The product portfolio centers on three core modules—Table Ordering (contactless QR-based ordering and payment at tables), Pick Up & Delivery (online ordering with commission-free delivery integrations), and Room Service (in-room dining for hotels)—all accessible via customers' own mobile devices without requiring app downloads. In 2025, the company rebranded to Nomni, consolidating its offerings into the Nomni One platform.

Differentiator

Problem solved

Functional benefit

Brands

• Nomni: The new home of Order Up!, a related online ordering platform by the same company

Quantifiable outcome

• 35,000 customers using the platform

Named customers1 record

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• Uber DirectcoreTechnology or IntegrationDelivery integration partnership allowing Order Up merchants to use Uber's network of drivers for commission-free direct orders. Flat rate delivery fee passed to customer.
• DoorDash DrivecoreTechnology or IntegrationDelivery integration allowing Order Up's direct delivery orders to be sent to DoorDash for driver dispatch, commission free.
• Google Food OrderingcoreTechnology or IntegrationIntegration with Google Search and Maps. Restaurants using Order Up can receive orders from within Google search results with 'Order Takeaway' button appearing in Search and Maps for no extra charge.
• Liven GroupflagshipStrategic or Co-development PartnerParent company. Order Up has joined the Nomni family under Liven Group. Nomni is the new home of Order Up. One Company, One Platform strategy.

Scale indicators2 records

Recent moves3 records

Expansion highlights1 record

Direct peers

• Mr Yum: Australian-headquartered QR-code and contactless ordering platform for hospitality venues. Direct competitor to Order Up! in table ordering, pickup and delivery modules across the same Australian SMB and enterprise hospitality base.
• me&u: Australia-based contactless table-ordering and payment platform targeting bars, pubs and restaurants. Closely overlaps Order Up!'s table-ordering module and primary hospitality verticals.
• Mobi2Go: NZ/AU online ordering and loyalty platform for hospitality operators. Competes with Order Up! on pickup, delivery and direct-ordering for SMB and multi-site venues in the same regional market.

Broad incumbents

• Menulog: Just Eat Takeaway-owned Australian food delivery aggregator. Competes with Order Up! for the consumer-side ordering relationship; Order Up!'s commission-free pitch is positioned directly against Menulog's marketplace take rate.
• Uber Eats: Global on-demand food delivery marketplace. Indirectly competes via consumer ordering behaviour, while also being a partner via Uber Direct — Order Up!'s flat-rate delivery backbone.
• DoorDash: Global on-demand delivery marketplace and DoorDash Drive provider. Functions as both competitor for consumer ordering and infrastructure partner for Order Up!'s commission-free delivery.
• Lightspeed Restaurant: Public hospitality POS and commerce platform offering online ordering, delivery and payments. Overlaps with Order Up! in pickup/delivery and multi-site management, but at much larger global scale.
• Toast: US restaurant POS + online ordering + payments platform. Competes in the same SaaS-plus-integrations category Order Up! occupies, though primarily in North America.
• Olo: Public enterprise direct-ordering SaaS for restaurant chains (digital ordering, dispatch, branded apps). Comparable to Order Up!'s enterprise tier; trades on direct-ordering thesis at much higher scale.
• OpenTable: Established restaurant reservation, ordering and guest-management platform. Competes for the same hospitality operator wallet, particularly in the table-management / guest-experience layer.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/orderup

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OrderUp