During a very rosy earnings call, Grubhub announced it would acquire LevelUp for $390 million. The loyalty, marketing and mobile payment company provides Grubhub with a lot of loyalty, CRM and marketing benefits. But at the core of the acquisition was LevelUp’s point of sale integration.
“LevelUp is not a demand generator, but they have exceptional guest-facing technology,” said Grubhub CFO Adam DeWitt during the earnings call. “We are very excited to leverage the seamless point-of-sale integration LevelUp has built.”
That’s a big shift away from other point of sale integrators. CEO Matt Maloney said it meant a restaurant could build an entire delivery platform with Grubhub.
“We’re going to be able to provide restaurants an outstanding partner to build their business fully on our platform,” said Maloney during the call.
The entire LevelUp team, including CEO Seth Priebatch, will join Grubhub.