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LevelUp

LevelUp was an technology company that developed a white-label for restaurants, specializing in diner engagement, solutions, online ordering for delivery and pickup, point-of-sale integrations, and () tools to drive sales and loyalty. Founded in 2011 by Seth Priebatsch as a from his earlier startup SCVNGR—a location-based company established in —LevelUp initially focused on gamified loyalty programs offering tiered discounts for repeat customers at local merchants, including restaurants. Headquartered in , , the platform connected diners with takeout and dine-in options through mobile apps and QR-code payments, enabling restaurants to build direct customer relationships without relying on third-party delivery intermediaries. By 2018, LevelUp had grown to serve national and regional restaurant brands, raising over $100 million in and powering solutions for thousands of locations. That year, online food delivery giant acquired LevelUp for $390 million in cash on September 13, integrating its technology to enhance restaurant-facing tools for ordering, payments, and analytics while retaining the LevelUp team. LevelUp's services were subsequently discontinued by , with the consumer app ending on September 30, 2021, and enterprise features phased out in 2023.

Overview

Founding and Launch

LevelUp was founded by Seth Priebatsch in March 2011 as a spinoff from SCVNGR, the , Massachusetts-based company that Priebatsch had established in 2008. The initiative emerged from SCVNGR's emphasis on real-world gaming and location-based services, aiming to create a dedicated platform for . The 's initial focus centered on location-based mobile check-ins and rewards programs, enabling consumers to earn incentives while providing with tools to drive repeat visits and engagement. At launch, LevelUp introduced an app for users and a merchant that utilized QR-code scanning for seamless payments and reward redemption, distinguishing it from traditional daily deals by integrating gamified elements. LevelUp quickly gained traction among local Boston businesses following its debut, with more than 150 merchants in the area adopting the platform by October 2011 and the app downloaded over 50,000 times by regional consumers. By July 2012, the service had expanded to approximately 200,000 active users spending about $2 million monthly across 3,000 companies, primarily in early markets like .

Core Business Model

LevelUp functioned as a white-label that empowered restaurants to embed mobile ordering, processing, and management tools directly into their own branded applications and websites, preserving the restaurants' unique identity while enhancing digital capabilities. This model emphasized seamless integration for contactless payments and , particularly through QR codes and app-based transactions, targeting efficiency in high-volume environments like quick-service restaurants. By providing customizable backend without imposing LevelUp's branding, the platform catered to operators seeking to modernize their digital presence without building solutions from scratch. The company's centered on multiple streams derived from its usage. Primary income came from transaction fees, typically around 1.95% to 2% per payment processed through the system, which covered mobile orders and in-app purchases. Additional earnings were generated from and tools, including a percentage—such as 35%—of credits redeemed in gamified campaigns, where restaurants offered discounts to encourage repeat visits. Subscription fees for premium features, like advanced analytics and customer segmentation, along with one-time setup costs for custom integrations, further diversified , enabling scalable support for varying sizes. LevelUp's target market focused on U.S. restaurants, with a strong emphasis on national and regional chains adopting ordering and contactless payments to boost operational speed and . Notable partners included quick-service leaders like , , and , as well as smaller concepts such as Bareburger and , reflecting a strategy to serve diverse segments from fast-casual to limited-service establishments. This approach positioned LevelUp as a key enabler for in an industry increasingly reliant on app-based experiences. Originally launched under SCVNGR in 2011 as a gamified daily deals platform, LevelUp pivoted in July of that year to specialize in restaurant-focused mobile payments, abandoning broad deal aggregation in favor of targeted and solutions tailored to the sector. This strategic shift aligned with rising demand for frictionless digital transactions, allowing LevelUp to carve out a niche in for .

Historical Development

Early Years and Growth

LevelUp launched in March 2011 as a product of SCVNGR, initially focusing on gamified daily deals and tiered loyalty rewards for repeat customers at local merchants, including restaurants. By 2012, following a pivot supported by additional funding, the platform shifted to a standalone mobile payment system emphasizing QR code-based transactions and loyalty rewards tailored for restaurants. This evolution coincided with SCVNGR's rebranding to LevelUp, decoupling from its original location-based gaming roots and establishing independence dedicated to frictionless mobile commerce, initially centered in Boston but expanding to the restaurant sector nationwide. LevelUp experienced rapid operational expansion from 2011 to 2014, growing from a regional pilot in to a national network serving thousands of stores. Key milestones included integrations with point-of-sale systems from partners like Merchant Warehouse in , which facilitated easier adoption by small and mid-sized restaurants, and the rollout of low-fee processing aiming toward interchange-free transactions to attract more merchants. By 2013, LevelUp had expanded beyond the Northeast, onboarding over 5,000 businesses nationwide and achieving key integrations with major restaurant chains to enable seamless payments at the point of sale. This national scale-up reached approximately 14,000 stores across the U.S. by April 2014, marking a significant leap in merchant adoption driven by and targeted outreach to the foodservice industry. The platform's user base grew concurrently, surpassing 1.5 million users by mid-2014 through word-of-mouth and merchant-driven promotions, without substantial marketing spend. This reflected LevelUp's appeal to tech-savvy consumers seeking rewards-linked payments. However, the company faced challenges from established competitors like Square, which offered hardware-based mobile payments with broader retail applicability, and early adopters in the space such as , forcing LevelUp to differentiate through restaurant-specific features like integrated loyalty programs and lower fees. Despite these hurdles, LevelUp processed millions in payments by 2014, establishing a foothold in amid a crowded market.

Expansion and Funding

Following its early successes in establishing a foothold in the payments and sector, LevelUp entered a phase of accelerated scaling between 2015 and 2017, driven by strategic investments that enabled broader and product enhancements. In May 2017, LevelUp secured a $50 million funding round, bringing its total capital raised to over $100 million across multiple rounds since its inception. The round was supported by existing investors and Boston Capital, alongside new participant CentroCredit Bank, with proceeds earmarked for product development, hiring, and U.S. market expansion. This infusion built on prior investments from backers such as Google Ventures and Highland Capital, positioning the company to deepen integrations with financial and restaurant partners. By 2017, LevelUp's platform powered payments and loyalty programs for nearly 200 nationwide, reflecting significant growth in merchant adoption and engagement, with the app serving 1 million monthly active s. This expansion underscored the company's role in facilitating digital ordering and rewards, particularly through white-label solutions like those integrated into Chase Pay. In early , LevelUp launched its Broadcast feature, which enabled restaurants to distribute menus and promotions across third-party channels such as and to boost customer acquisition and engagement. Pre-acquisition estimates placed LevelUp's valuation at approximately $400 million, highlighting its strengthened position in the competitive landscape.

Products and Features

Payment and Ordering Systems

LevelUp's core utilized to facilitate secure, contactless transactions at participating merchants. Users generated a unique via the LevelUp , which was linked to their stored payment method, allowing them to scan it at the point of sale for instant payment without presenting physical cards or sharing sensitive details with the merchant. This method bypassed traditional card swipes, reducing hardware needs and enabling faster checkouts, with the app providing digital receipts immediately after completion. The security of these transactions was enhanced by the system's design, which routed payments directly through LevelUp's backend to the user's , ensuring merchants never accessed numbers or other personal payment data. This approach minimized exposure to data breaches at the merchant level and supported a streamlined, low-friction experience. For ordering, LevelUp provided an and SDK launched in 2013, enabling third-party developers and partners to integrate mobile and web-based ordering capabilities into their applications. This allowed restaurants to accept orders via the LevelUp network, with features supporting synchronization for inventory checks and to prevent and ensure accurate preparation times. Partnerships, such as with delivery.com and Toast POS, extended this functionality to broader ecosystems, processing orders seamlessly across channels. By early 2013, the platform had reached one million users and processed $50 million in total transactions, demonstrating significant adoption among urban merchants and consumers seeking efficient payments.

Loyalty and CRM Tools

LevelUp's programs were designed to foster repeat for restaurants through customizable rewards systems, allowing merchants to offer incentives such as discounts or credits based on customer visits or spending thresholds, which could be redeemed directly via the . Drawing from its origins in SCVNGR, a gamification-focused company, LevelUp incorporated game-like elements into its offerings, including features such as "Make It Rain" promotions that encouraged check-ins and sharing to unlock additional perks. These elements aimed to make engagement more interactive, rewarding first-time visitors with introductory discounts of $1 to $2 while building long-term retention through tracked purchase histories. The platform's capabilities enabled restaurants to collect and analyze from both in-store and online transactions, providing insights into behavior patterns like order frequency and preferences to support targeted efforts. Segmentation tools allowed merchants to group users by demographics or purchase history, facilitating personalized campaigns delivered via , , or push notifications to boost engagement and spend. This data-driven approach helped restaurants execute strategies, translating transaction details into actionable promotions that improved guest retention. Integration tools within LevelUp included merchant dashboards for promotion performance and ROI, often linked to point-of-sale systems for seamless flow. engines leveraged historical purchase to recommend tailored rewards, enhancing the overall while tying into broader ordering functionalities for a unified platform.

Business Operations and Acquisitions

Key Partnerships

LevelUp forged significant merchant partnerships with national and regional restaurant chains, including , , , , , , Bareburger, , , and . These deals enabled the implementation of LevelUp's mobile ordering, QR-code payment, and loyalty programs at scale, helping restaurants enhance and streamline operations. By 2018, these partnerships had expanded LevelUp's reach to over 50,000 restaurant locations across more than 200 brands nationwide. On the technology front, LevelUp collaborated with major point-of-sale (POS) providers to integrate its platform for seamless ordering and payments. In 2013, it partnered with NCR to embed mobile payments and loyalty features into NCR's Aloha POS systems, initially through on-site integration and later via NCR Cloud Connect. The following year, in 2014, LevelUp integrated with Toast POS, allowing restaurant staff to process LevelUp mobile payments directly at the table and access for better . These integrations reduced friction in transactions and supported efficient back-end operations for partnered merchants. LevelUp also pursued alliances with delivery platforms to broaden ordering options. In 2017, it partnered with delivery.com, incorporating over 12,000 additional restaurants into its app ecosystem and enabling users to access both pickup and services through a unified interface. For marketing, LevelUp ran co-branded campaigns with partners like Playfull in 2018, using gamified promotions to boost app traffic and customer acquisition for restaurant clients. These efforts collectively drove LevelUp's expansion, growing its monthly active user base to over 1 million by 2018.

Acquisition by Grubhub

On July 25, 2018, Grubhub announced its agreement to acquire LevelUp, a Boston-based provider of mobile ordering, payment, and loyalty solutions for restaurants, for $390 million in cash. The deal, funded through Grubhub's cash on hand and existing credit facility, was expected to close following regulatory approval. The acquisition was strategically aimed at bolstering Grubhub's restaurant-facing technology offerings, particularly in payments and customer loyalty tools, to better position the company against competitors like DoorDash and Uber Eats, which were expanding their own restaurant tech services. LevelUp, which served more than 15,000 restaurants and processed over 100,000 daily orders at the time, brought established point-of-sale (POS) integrations and customer relationship management capabilities that Grubhub sought to incorporate into its platform for streamlined digital ordering and guest engagement. The transaction closed on September 13, 2018, adding LevelUp's client base to 's network and enabling the expansion of enterprise solutions for restaurant brands. Initial integration plans called for LevelUp to operate semi-autonomously as a distinct brand within , with minimal immediate changes beyond accelerating integrations, while maintaining its headquarters as a key technology hub. LevelUp founder and CEO Priebatsch joined as vice president of product, reporting directly to CEO , to lead the combined team's efforts in product development and partnerships.

Discontinuation and Legacy

Post-Acquisition Integration

Following the September 2018 acquisition, LevelUp's core technology for mobile ordering, payments, and loyalty programs was integrated into Grubhub's broader ecosystem, enabling restaurants to access unified tools for managing digital operations. This merger accelerated integrations, allowing LevelUp's existing restaurant clients—such as and —to connect more seamlessly with Grubhub's delivery network and features. By early 2019, the integration advanced with LevelUp's platform supporting expanded delivery capabilities, as leveraged its technology to offer restaurants comprehensive solutions for both pickup and third-party delivery orders. For instance, partnerships like Just Salad's adoption combined LevelUp-powered apps with 's marketplace for consolidated order data and loyalty tracking. Seth Priebatsch, LevelUp's founder, took on a leadership role at to oversee enterprise restaurant initiatives, facilitating the migration of LevelUp's APIs and tools into 's infrastructure. The integration contributed to performance gains, with LevelUp adding approximately $2 million in revenue to Grubhub's third-quarter 2018 results and supporting overall growth to over 115,000 partnered restaurants by 2019. This expansion helped drive Grubhub's annual revenue to $1 billion in 2019, a 36% increase from the prior year, through enhanced merchant adoption and order volume. Post-acquisition, the combined entity faced regulatory challenges, including scrutiny from city attorneys in and other markets over 's commission practices and market dominance. These issues led to lawsuits and policy discussions on platform fees and competition by 2019-2020.

Shutdown and Impact

In 2021, discontinued the standalone LevelUp consumer app on September 30, 2021, transitioning its merchant tools to the newly launched Direct platform as part of broader product consolidation efforts. This shift marked the end of LevelUp's independent operations, with the focus moving toward integrated solutions within 's ecosystem to streamline restaurant support. LevelUp's technology continues to be part of Enterprise offerings as of 2025. The discontinuation stemmed from redundancies between LevelUp's offerings and Grubhub's existing tools, alongside cost-saving measures in response to post-COVID market dynamics, where the industry pivoted toward delivery-centric models over standalone payment systems. Amid recovering dine-in demand and heightened competition in online ordering, Grubhub prioritized efficiency by merging capabilities rather than maintaining separate platforms. Seth Priebatsch departed from Grubhub in 2022. Grubhub itself was acquired by Just Eat Takeaway in 2021 and then by Wonder Group in 2025, with LevelUp's legacy integrated into the ongoing platform. Grubhub Direct, introduced in May 2021, served as the direct successor, incorporating key LevelUp features such as QR code-based ordering and loyalty programs tailored for enterprise restaurant clients. The platform enables commission-free online ordering, , and targeted promotions, allowing restaurants to access data like order history and preferences without third-party commissions. The shutdown contributed to the accelerated adoption of integrated restaurant technology across the industry, emphasizing all-in-one platforms that combine payments, , and . This trend influenced competitors like to bolster their mobile ordering and features, fostering a more unified tech landscape for operators navigating hybrid dine-in and off-premise models.

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