Online Ordering Platform Keeps It All In The Community

One growing company, OrderUp, is trying to become a restaurateur’s hometown hero—when it comes to online ordering, at least.  The platform, which aims to connect restaurants with customers in their local markets to encourage online ordering, works in a unique way: through a franchising model. OrderUp franchisees recruit local restaurants as partners, creating their own local website that compiles the menus of each community partner. Franchisees also help restaurant partners with local marketing and building a social media following.

“Our distribution model is based on a franchise opportunity, where we actually look to partner with local franchisees in local hometowns across the country, with the core benefit being that these local franchisees are in the hometowns, are understanding the consumers, are understanding the opportunities that those local restaurants are trying to tap into as well,” says Chris Jeffery, founder of OrderUp. “We’ve had tremendous success because these [quick-serve] restaurants are looking for ways to get their name out there or their new menu or product or their new special,” he adds.

With franchisees in more than 23 markets across the country—and plans to grow to 50 markets by the end of the year—OrderUp’s hyper-local approach to online ordering is helping drive online orders, ticket prices, and repeat orders for its restaurant partners, Jeffery says. He says franchisees’ interest in the success of their local restaurant partners is at the core of the business’s success so far.

“From the [quick-serve] perspective, they really like working with our local franchisees because our local franchisees aren’t just necessarily signing them up for online food ordering,” Jeffery says. “They’re also partnering with them, and our franchisees have a vested interest in the long-term success of the online food ordering market in their hometown and their hometown only.”

OrderUp franchisees earn commission from each online order a customer makes with a restaurant partner through the local OrderUp site, meaning they have a vested interest in helping build the restaurants’ online business and fan base. The fact that local franchisees are also just that—local—means they are better able to understand the hometown market, Jeffery says. “If you’re trying to manage that relationship from 500 or 1,000 miles away, you’re not going to have that constant pulse. You’re also not going to be able to provide that feedback to that restaurant of what you hear in the market, what’s going on, what people are ordering, and why they’re ordering that,” he says. “So it’s being fresher and more up to date with what’s going on in that local community from a marketing perspective, from a content perspective, from a content management perspective.”

Restaurant partners can also turn to their local OrderUp franchisee for help with marketing a new product, promotion, or menu. “It’s our goal with our franchisees … to have a vested interest in the success of each local restaurant, so it’s a true partnership and not kind of a one-off relationship where you might hear from them once a year or once a quarter. You hear from them daily or weekly to make sure that they’re really benefiting from the relationship with OrderUp.” And because OrderUp aggregates all local restaurant partners’ menus in one place, Jeffery says finding menus and placing online orders is easier for the customer, causing them to make repeat orders.

“Through our aggregation of these restaurants in one consolidated website where people can go to in that hometown and place an order, we’ve increased the number of transactions that each consumer typically would do on a weekly or monthly basis, because it’s much easier to find and order food, as opposed to going to each individual restaurant website,” he says.

Back

What Clients Say About Patrice & Associates

  • I would like to personally thank Ken for all his help in helping me to find a job. On June 1st I was released from my job of 11 years. I was unsure of what my next steps would be. I haven't been through an interview in years and I felt like I was unprepared. Ken took the time to help me step by step. He first gathered all my personal information and work history. He built a resume from all of that information and articulated my accomplishments in a way I never could have. He sent me tips on what to wear, questions to ask, and called after my interviews to see how it went. He gave me support and encouragement when I was at my absolute lowest. I couldn't have asked for a better recruiter! Thank you again Ken! Thanks, Again, KenGeneral Manager, Logan's Road House, Chattanooga TN
  • Ken Schreifels was a great help during the whole process from start to finish. He was with me every step of the way with tips and words of encouragement. If I had any questions or concerns, no matter what time of day it was, he was there to answer it. I would recommend Ken to anyone. Thank you, William  I Would Recommend Ken to Anyone Looking for a New JobGeneral Manager, Fuddruckers, New Jersey
  • David Israel was a pleasure to work with and was instrumental in helping me find an excellent career opportunity .

    David was extremely professional and took the time to really listen to where I was in my career and what I was looking for. As a result of the work he did to connect me with the right opportunity, I was able to obtain a great starting salary and great benefits as well. I would highly recommend David’s services to both job seekers and employers. Josh Axmacher David Israel was a pleasure to work with!
  • Tim was nothing but helpful from the start!

    I was originally contacted by Tim as a reference for someone who used to work for me. He must have recognized that I myself was a good fit, because within a few minutes the conversation turned to me applying for the job.  He was always pushing for me. He was there to help with everything, every step of the way, and was in constant communication. He played a massive role in me landing an amazing job with an even better company. I can't stress enough how awesome this guy was. Tim will coach you through the entire process and be your biggest advocate. He has a lifetime of experience and knows exactly what companies are looking for. A+, 10/10, two thumbs up, 5-stars. Thanks for everything Tim! Brock Kinley Tim was nothing but helpful from the start
  • Tim was very patient and thorough when going through the process of trying to find employment for me and my skills. I appreciate the time and effort he put in for me and I would recommend Tim Walker & Patrice and Associates to anyone looking for great opportunities. Carolyn Floyd Tim was very patient & thorough!