OrderUp launches startup-branded websites as it continues pushing digital-franchising model

The end is nigh for EatBmore.com.
While still online for the time being, the food-ordering website owned by the Canton-based startup OrderUp will soon be known by its franchise URL, Baltimore.OrderUp.com.
And it won’t be alone. As OrderUp’s director of user experience Charles Martucci wrote in a blog post Wednesday, all 23 OrderUp sites — company-owned sites as well as the ones owned and operated by OrderUp’s digital franchisees — are now rebranded in this way, and people can order food directly from OrderUp.com.
The rebranding effort is in line with OrderUp’s 2013 strategy to expand its reach across the U.S. through digital franchising, as Technically Baltimore reported in January. For about one-tenth of the money it takes to open a brick-and-mortar franchise, people can become OrderUp franchisees, operating city-specific, online-food ordering websites and receive a 10- to 14-percent cut of each order a patron places through that city’s OrderUp site.
It’s a strategy that appears to be working so far for the four-year-old startup: OrderUp’s franchisees pull in about $30 million in food sales each year.